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Kunnskapskilden –  Internet Marketing Intelligence

 

Internet Marketing Intelligence

 

Markedsovervåking Søketeknikker Søkestrategi Market research Markedsundersøkelse Internet Situational Analysis of 1to1 Marketing/CRM

 

Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM

 

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia  1999/2000

Content

 

Chapter 1 Introduction/overview Chapter 2 Search Strategy Chapter 3 One to One Marketing and its environment Chapter 4 Environmental Scan Chapter 5 Market analysis Chapter 6 Competitors Analyses Chapter 7 SWOT Chapter 8 Critical Success factors Chapter 9 Segmentation, Customer analysis and target markets Chapter 10 Business Objectives and Strategies Chapter 11 Marketing Mix tactics and Conclusions

 

 

Chapter 5

Market Analysis

 

 

Chapter 5 Market analysis 5.1 Trends 5.1.1 Mega trends 5.1.2 Emerging Web Trends 5.1.3 1999 Web Trends 5.1.4 Where in the world is the Net taking us? 5.1.5 Future.sri.com 5.1.6 Predictions for the Web in 1999 5.1.7 Other trend forecasts 5.1.8 E-Commerce 5.1.9 Trends Technology 5.1.10 Drivers for Change – Consumers 5.1.11 Demographics 5.2 Internet statistics 5.2.1 Internetstatistic.com 5.2.2 E-Marketer STATISTIKK 5.2.3 NUA 5.2.5 Activmedia 5.2.6 Dataquest 5.2.7 Surveyn.Net – Internet User Survey #2 5.2.8 Other Statistik 5.2.9 Web shopping Statistics 5.3 One to One marketing / Relationship marketing 5.3.1 Relationship Marketing 5.3.2 1:1 marketing 5.3.3 Permission marketing 5.3.4 Power tools for 1:1 5.3.6 Critical Questions 5.3.8 The state of one to one online, part II 5.4 Customer care/ customer service 5.4.1 Customer Care Pricewaterhous & Coopers 5.4.2 Customer Relationship Management CRM 5.4.3 Customer service 5.4.4 Collect customer information 5.4.5 Customer service 5.4.6 Internet Customer Service 5.5 Personalization 5.5.1 Personalization: Marketing to one: 5.5.2 There are 4 ways to ad personalization to the web site 5.5.3 Different articles about personalization 5.6 Privacy 5.6.1 Information sources on Internet concerning privacy 5.6.2 Articles about privacy 5.7 Security 5.7.1 Different articles concerning security 5.7.2 NUA Security Issues 5.8 The Market place 1to1 after Peppers & Rogers 5.8.1 Communications and Media 5.8.2 Customer Knowledgebase 5.8.3 Mass Customization 5.8.4 Distribution and Channel 5.8.5 Organizational Structure 5.9 The future of One to One Web Technology 5.9.1 The Future of One-to-One Web Interactivity 5.9.2 The Future of One-to-One E-Mail 5.9.3 The Future of One-to-One Web Site Personalization 5.9.4 The Future of One-to-One Push 5.2.5 The Future of One-to-One Community 5.9.6 The Future of One-to-One Web Presentation and Conferencing 5.9.7 The Future of One-to-One Advertising and Promotion 5.9.8 The Future of One-to-One Web Site Tracking and Analysis 5.9.9 The future of tracking in a word: databases. 5.10 Products and customers 5.10.1 Who is buying what over the Internet? 5.10.2 Customer-business interaction 5.10.3 Business relationships and communications 5.11 Changes in the market place 5.11.1 Drivers of Change 5.11.2 Consumer Behaviour 5.11.3 Industry Response 5.12 Changes in the market response 5.12.1 Product & Service Offering 5.12.2 Relationship Marketing 5.12.3 One to One Marketing 5.12.4 Mass Customisation 5.12.5 Future Delivery Mediums 5.13 Changes in delivery mediums 5.13.1 Post 5.13.2 Fax 5.13.3 CDs and Disks 5.13.4 Kiosks 5.13.5 Pagers and PDAs 5.13.6 Telephones and Smartphones 5.13.7 Interactive TV 5.13.8 Web TV 5.13.9 Internet E-mail 5.13.10 Internet World Wide Web 5.13.11 Proprietory ISPs 5.13.12 Summary

 

 

5.10	Products and Customers

 

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia  1999/2000

5.10.1 Who is buying what over the Internet?

 

5.10.1.1 Tangible and intangible goods

 

Tangible goods are those things that can be physically touched. Things like food, clothing, cars, diskettes, computers, printed magazines and CD’s are all tangible items. Until the «beam me up, Scotty», matter transmitter is a reality (don’t hold your breath), tangible items must all be delivered using conventional transport methods. An online order to a supermarket for example will include a surcharge for local door-to-door delivery via taxi truck or delivery van.

 

Many of the things that are bought and sold over the Internet are not tangible items. Some items may only be viewed, heard or executed using a computer. A wave file, PDF file or gif file are all examples of intangible or even virtual items. In such cases the item is a vehicle for transferring information. Delivery of this type of intangible item is possible digitally via the Internet. Files are transferred between computer sites using FTP servers and clients.

 

Other intangible items that are transferred via the Internet are representations of funds transfers, account details, receipts of purchase, purchase orders, proof of identity, memberships, subscription details, hotel/travel bookings details and results of other types of transaction processing. Often, this sort of

information is transferred using the web page input and output of a CGI script or via email.

 

5.10.1.2 What items are suited to sale on the Internet?

 

The Internet as a marketplace is such that customers are remote from the actual vendors. There could be goods being bought from a vendor based in the United States that have to be delivered to Australia. The only link between the vendor and the customer is via the vendor’s web page through their network connections to the Internet. Products most suited to this marketing environment have some particular characteristics.

 

Intangible goods are the most suited to sale and delivery over the Internet where they can be expressed digitally and transmitted using the available Internet protocols like FTP & HTTP. Actual goods that fit into this category are binary encoded items such as software, program data, graphics (JPG,

GIF, MPG) and sounds (WAV, AU); and character based information that can be formatted as text in a web page, an email message, a text document or a database response.

 

Character or textual information might include areas such as: Expertise – ‘how to’ information, Knowledge – facts and figures, Access permission – passwords, keys, receipts Funds – Transferable electronically using protocols involving encryption and other security measures.

 

 

 

The transport costs involved with electronically transferable goods is payed as access time and throughput on a telecommunications line. Generally speaking, the cost of sending even a very large file over the Internet is less than sending and equivalent ‘physical’ item via post or some courier system.

 

A large proportion of goods traded on the Internet are physical goods rather than digital. For business efficiency the ideal physical product to sell on the Internet has the following properties: Small and light – easy & inexpensive to transport to entire customer base High value per unit mass – high return for transport cost Significant value added through intermediation – order building Popular – high throughput of items Can be stored and transported from the manufacturer’s / supplier’s premises

 

 

 

See Beckham’s E-commerce opportunities at http://www.cyberatlas.com/market/retailing/beckham.html

 

5.10.1.3 Who are the ideal Internet customers?

 

The Internet customer is one that is educated in the use of computers and network technology. More importantly the Internet customer is aware of the huge range of product, service and data items that can be bought more conveniently over the Internet. Net savvy is about understanding and using the

Internet regularly to perform everyday tasks.

 

In today’s society there are an increasing number of people with net savvy. More and more businesses and homes go online every day in response to the need to compete more effectively with competitors and to access a whole world of learning material and communications. The areas of society with

the most notable increase in Internet usage are businesses, preschoolers, students and finally the aged.

 

Over time, with an education program encouraged by peers, children, business partners and marketing by government and commercial organizations, the Internet will gain universal understanding. At that stage everyone will be an ideal Internet customer.

 

See InternetStats.com http://www.internetstats.com/
Consumer Acceptance of Technology http://future.sri.com/vals/cat.shtml

SRI’s Consumer Acceptance of Technology (CAT) is designed to increase new product success by analyzing the human and social aspects of new technology products and services. It is based on research about change leaders—consumers who are most positively responsive to new products and services.

The Wired Consumer http://www.emarketer.com/enews/enews_wiredconsumer.html

«Key drivers of Customer  satisfaction» at http://www.WebCMO.com/forum/fortop22.htm

 

5.10.2 Customer-business interaction

 

The interaction between a product producer and a non-value-adding consumer is part of what is called ‘vertical’ marketing. The product in this case, is marketed and used for private consumption and is not generally used as part of the manufacture of other goods.

 

Between businesses a trading relationship is established that ensures mutual advantages for both parties. In the vertical market there is no ongoing formal or established trade relationship to ensure repeat business. To encourage on-line customers to call again a producer must provide other forms of

incentive to maintain customer interest.

 

Lawrence et al., describe two popular business models, namely the ‘Internet Commerce Customer Service Life Cycle’ and the ‘Integrated Internet Marketing’ (I2M) models. Both models provide increased levels of customer-producer interaction and a rich information service designed to be helpful before, during and after a sale has been completed.

 

The kinds of on-line services that enable or empower the customer in a transaction and encourage repeat business are: The ability to tailor product/s to specific individual technical and price requirements. The ability to place an order, specify delivery instructions and complete payment in one on-line visit. The ability to maintain interest in the product and producer after the sale by providing updates, upgrades and after-sales services to product owners. The ability to provide a resale market or advertisement for the customer’s existing goods

 

 

 

A web presence, like any other advertising or marketing medium, must reflect the attitudes and quality of the producer and its products. The I2M model identifies a number of ways to develop a coherent web marketing strategy that promotes corporate image as well as products.

The following points help to focus efforts towards developing an effective web marketing vehicle: Create a ‘virtual atmosphere’ that welcomes the customer and allows them to experience the product on-line. Be accessable by creating open communication channels to all levels of the business hierarchy. Keep information and links on web pages current so that the customer does not get the impression that your regard your web commerce presence as secondary. ‘Dead’ links and out of date information may give the customer the impression that you are wasting their time through mismanagement of your site. Make sure that all company and product news is published in a timely manner so that customers will consult your site regularly. Use logos and brands effectively. Trial products allow customers to try before buying. Multimedia items like software, music and videos can be effectively sampled or demonstrated on-line. Use newsgroups and chat channels to monitor public opinion of products and corporate image. Use a range of advertising models to suit different forums. Provide services that existing and prospective customers can access such as FAQ’s and «How to’s» and mailing lists for news and product releases. Use and associate your product with popular culture icons in the chosen marketplace to gain market leverage.

 

 

 

 

5.10.3  Business relationships and communications

 

Businesses are often made up of numerous people that must communicate between themselves, with customers and business partners. Intranets are small scale Internet systems that are use to share business information within business boundaries. Intranets are usually secured using a ‘firewall’ that allows a limited flow of information into and out of the business. Business partners are sometimes encompassed within the company firewall to streamline and secure the passage of interbusiness transactions and associated documentation.

 

If Intranets are used for private communication within the business, then the Internet itself is the public view of the company and its means of communicating with the wider business community. Many companies provide services and produce goods that are not designed for the ‘ultimate consumer’ market, but designed to be consumed by other businesses to add value to their own products. The business-to-business or ‘horizontal’ marketplace is the fastest growing segment of the realm of Internet commerce.

 

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