9.4 One to One’s target markets

 

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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

 

 

9.4

One to One’s target market

 

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

 

 

9.4.1  Target areas

Driven by the Internet, electronic commerce is rapidly emerging as an entirely new method to conduct business and interact with suppliers, partners, and customers.

Applying all elements of this new model brings new dimensions of speed, efficiency, spontaneity, interactivity, pervasiveness, and cost reduction if One to One target the following areas:

  • Approaches to marketing, sales, and distribution channels
  • General, selling, and administrative processes
  • Product generation process
  • Digital content creation and manipulation for the purpose of adding value
  • Manufacturing and procurement processes
  • Relationship with One to Ones trading partners
  • One to Ones supply chain management

 

One to One mean that One to One’s E – store and services has to be global and enable all members of a value chain to interact spontaneously for mutual benefits.

 

9.4.2 Online targeting

http://www.webcmo.com/jwmr/jwmr04.htm

  1. Define your customers
  2. Customer target or segment target
  3. Use what information to target
  4. Case 1: targeting online by demographics
  5. Case 2: one to one targeting
  6. Case 3: target or not target
  7. Case 4: free PC
  8. Case 5: online rating systems
  9. Direct targeting vs. indirect targeting

 

Targeting is always a hot topic in marketing, but online targeting is hotter because Internet technology gives web marketers a hope that it is possible to target customers on the Internet with greater precision and at a lower cost.

 

 

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

 

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