9.2 The Internet Consumer

 

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Kunnskapskilden –  Internet Marketing Intelligence

Bench on the pier

 

Internet Marketing Intelligence

 

 

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 9

Segmentation, Customer analysis and target markets

 

 

Chapter 9 Segmentation, Customer analysis and target markets

9. 1 Segmentation

9.1.1 Bases for segmenting consumer market

9.1.2 Segmentation Internet users

9.1.3 Bases for segmenting business market

9.1.4 E-Business Market Segmentation

9.2 The Internet Consumer

9.2.1 Shift of power to customer

9.2.2 Main motivations to Surf the Net

9.2.3 Facilitator:

9.2.4 Simplifier:

9.2.5 Accelerator:

9.2.6 It is 5 general categories of adopters of products

9.2.7 Strategies

9.2.8 Demographics-Age

9.2.9 Demographics- Gender

9.2.10 Female Users

9.2.11 Things that attract/repel females

9.2.12 Education attainment

9.3 The Internet Consumer and shopping

9.3.1 Shopping on the Web (Interactive Home Shopping=IHS)

9.3.2 Reasons for using the Web to shop

9.3.3 Placing orders

9.3.4 Dissatisfying experiences with IHS

9.3.5 Perceived risk with IHS

9.3.6 Overcoming perception of risks

9.3.7 Trust in Action

9.3.8 Some supporting facts

9.3.9 Types of goods and decision-making

9.3.10 The IHS difference

9.3.11 Some ways of developing a IHS competitive advantage

9.3.12 24% of retail sales may be consumer direct by 2010

9.3.12 How Do You Fare With Accessory Buyers?

9.4 One to One’s target markets

9.4.1 Target areas

9.4.2 Online targeting

 

 

9.2

The Internet Consumer

 

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

 

http://www.cad.gu.edu.au/mkt/mkt3005/lecture/lecture5/home.htm

http://www.cad.gu.edu.au/mkt/ugrad.html MKT 3005 Lecture 5

 

 

9.2.1 Shift of power to customer

Reasons:

  • Increased vendor competition
  • Easy comparison across stores and brands
  • Have power to choose what they view
  • Have power to choose who information is given to and what information is given
  • Access to more information-more power 

 

 

9.2.2 Main motivations to Surf the Net

  • Information Motivation
    – Curiosity or deliberate desire to learn or seek information
  • Entertainment Motivation
    – many forms of entertainment (online games, chat groups)
  • Economic Motivation
    – Reduced prices
    – Convenience
    – Easy availability
    – Quality
  • Social Motivation
    – Interaction with other
    – chat rooms, news groups, discussions groups, mailing lists, e-mail 

 

 

 

“A revolution is taking place in the purchasing decision process, as the Internet becomes a facilitator, simplifier and accelerator
in high involvement purchasing decisions.” (Marketing News, Jan. 1998)

9.2.3 Facilitator:

  • Information for products can be accessed easily
  • Advice can be exchanged.
  • Transactions can also be made readily

 

 

9.2.4 Simplifier:

  • Retailers and other professionals anywhere in the world can be contacted by clicking a mouse

 

 

9.2.5 Accelerator:

  • Available 24 hours a day, 7 days a week
  • accelerate information-gathering and hence decision making

 

 

 

9.2.6 It is 5 general categories of adopters of products

 

  1. Innovators
  2. Early adopters
  3. Early majority
  4. Late majority
  5. Laggards

 

 

1. Innovators

  • First 2.5%
  • Risk takers
  • Eager to try new products
  • Higher levels of education and income
  • Gain information from experts rather than from peers

2. Early adopters

  • The next 13.5%
  • Eager to buy new products
  • More community minded and tend to communicate with others about products
  • Opinion leaders

3. Early majority

  • Next 34%
  • Do not rush to buy new products
  • Collect information first (talking to opinion leaders)
  • Like to see others use product before adopting

4. Late majority

  • Next 34%
  • Skeptical
  • Only purchase product after most friends have
  • Pressure to conform
  • Rely more on WOM to be convinced

5. Laggards

  • Final 16%
  • Traditional and generally of lower socio-economical status
  • Often adopt products after newer products have been introduced

6. Nonadopters

  • A sixth category of people who will never adopt new product
  • Avoid directing marketing resources towards this group

 

 

 

Intelliquest.com

http://www.intelliquest.com/tools/

Early Adopters: Brand Evangelists Who are the Early Adopters? Why are they important for your marketing? How can you best target them? Look here for answers.

 

Early Adopters: Brand Evangelists Every good technology marketer knows that if you can capture key groups of purchase influencers, many more technology purchasers will follow. By now, it is a part of technology marketing lore that one of those key groups is the «Early Adopter» crowd, the people who are the first to buy every new gadget and latest advance. But who are these «Early Adopters» and how much are they really worth in terms of your strategic marketing goals? And perhaps more importantly, how can you effectively target this group? 

Using data from CIMS (Computer Industry Media Study) Home Influencer, we are able to define distinct stages of technology adoption. One of these stages is the «Early Adopters,» made up of those people who are the first to buy and use new technology. «Early Adopters» were defined as people over age 24 who started using a PC before 1983. Those respondents aged 24 and under are considered members of the Early Adopter segment if they began using a PC in 1984 or earlier.

 

Why are Early Adopters Important?

 

«Early Adopters» tend to have a disproportionate influence on purchases because they often advise less technologically savvy individuals who are looking to purchase.

 

So what are these Early Adopters like? In many ways, our analysis confirms what many might guess as the stereotype. When compared with the total sample of home technology purchase influencers, Early Adopters look like this:

 

Early Adopter Characteristics

 

  • Male, childless and employed full-time
  • Higher incomes and greater educational attainment
  • Greater propensity to use personal computers for multiple tasks, many of which
  • are work-related
  • More likely to be involved in the purchase of technology products at both home
  • and work
  • Typically own more PCs (additions, not replacements)
  • Spend more money on both hardware and software
  • Used the Internet earlier and more intensely

 

Adopters Influence the Purchases of Other Tech Buyers

 

Due to these characteristics, Early Adopters tend to be more technologically savvy than the majority of other purchasers. CIMS shows us that Early Adopters are 23% more likely to strongly agree with the statement «I know more about PC technology than most other people I know» than the majority of home purchase influencers («strongly agree» means respondents gave a 7, 8, or 9 response on a 1-9 point scale). They are 15% more likely to strongly agree with the statement «People come to me for

advice about computers and technology.» This means that it is worthwhile to target «Early Adopters» and use them as evangelists for your products.

 

Targeting the Early Adopter Crowd

 

CIMS projects that there are 3.5 million «Early Adopters» in the active U.S. technology influencer population. The segment accounts for just 9% of this total population of home technology influencers (39,472,000).

 

9.2.7 Strategies

 

  • Innovators: use heavy public relations to spread word to them
    – Press releases and lots of information on Web site
    – Banner ads
  • Early adopters: advertising
    – Incentives to tell friends about product
    – Free product for referrals, affiliate programs, suggest benefits of referring (ICQ) etc.
    – Make sure satisfaction level with product is high- 1:1 marketing
  • Later adopters:- bandwagon appeals
    – Show satisfaction of other users
    – Group conformity advertising
    – Status appeals-given higher social-economic status of early adopters

 

 

9.2.8 Demographics-Age

  • Majority between 21 and 55
  • Age 26-30 biggest group
  • Europe: over 65% between 21 and 35 

 

 

9.2.9 Demographics- Gender

  • 6 female
  • 4 male
  • Europe 82% male vs US 64 % male

 

 

9.2.10 Female Users

  • Fast growth
  • Increasing levels of technical awareness
  • Increase in product offerings targeted to females
  • Often decision makers for household expenditures
  • Heavy credit card users
  • By 2005, expected to be 60% of Internet consumers (not 60% of users)

 

 

9.2.11 Things that attract/repel females

  • 86% see ease of navigation as motivation to revisit sites
  • 73% leave sites out of navigational frustration
  • 77% rank quality content as important reason to revisit site

 

 

9.2.12 Education attainment

  • Most have attained some form of tertiary education
  • Industry:
  • University-students and academics
  • Information services
  • Software
  • Health

 

 

 

 

Hvis du har noen spørsmål eller ønsker å vite mer om Intelligence Resource kan du bruke kontaktmulighetene nedenfor: 

 

VIG CONSULTING
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Jan Vig
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