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Understanding the online marketplace
  Dr Dave Chaffey for University of Derby 2011
About Dave Chaffey


 Strategy &
  analytics                     Qualifications
  www.smartinsights.com

 Search
  & conversion                  Best Practice


                                      Books
Use Smart Insights to help
   you on the module:

 www.smartinsights.com

     The RACE digital
         strategy
       framework




   http://bit.ly/smartstrategy   3
What we need to cover in
online marketplace analysis
Our case study : www.i-to-i.com


 Multichannel business with
  significant proportion of leads
  and sales generated online
 Audience in 4 key markets:
    UK & Ireland
    US
    Europe
    Australia & NZ
    RoW
 Course popular with gap
  year and career break
  students
 15,000 trained annually
  online or on weekend TEFL
 Use full range of digital
  channels integrated with
  call-centre sales




                                              5
Why bother? What do we get from
        online marketplace analysis?
What would the Ecommerce manager of i-to-i need to know
         about the main marketplace players?
Tutorial / assignment homework


 1. Create Internet-specific SWOT

 2. Create marketplace map

   A. Define main customer types to target


   B. Analyse consumer behaviour:
      Online preferences – platforms, what they want?
      Buyer behaviour
      Search behaviour


   C. Identify relevant partner sites


   D. Find competitors and benchmark
Step 1. Output from tutorial – Internet SWOT

                 Strengths:      Weaknesses:




Opportunities:   SO Strategies   WT Strategies




Threats:         ST Strategies   WT Strategies
Internet SWOT example




                                                                           9
Source: Chaffey et. al. (2009) Internet Marketing: Strategy, Implementation and Practice
           FT-Prentice Hall. 3rd edition. With permission. Pearson Education.
Another Internet SWOT example




                                                                           10
Source: Chaffey et. al. (2009) Internet Marketing: Strategy, Implementation and Practice
           FT-Prentice Hall. 3rd edition. With permission. Pearson Education.
Internet five forces analysis – does this help?

                                     Bargaining              More choice +
                                     powers of                Soft-lock in
                                                            Comparison sites
                                     customers




   Power of                                                             Threat of
                                   The business
   suppliers                                                            subsitutes




               Extent of rivalry
                                                      Threat of new
                  between
                                                        entrants
                competitors
 Porter, M. (2001) Strategy and the Internet. Harvard Business Review. March 2001, 62-78.
http://www.ruderfinn.com/rfrelate/intent/intent-index.html

Start with the customer!
How do you spend your time online?


 Which of these activities have you
  completed in the last 6 months?
  1   Upload personal photos
  2   Upload video
  3   Managed a social network profile
  4   Written own blog
  5   Used microblog (Twitter)

   6 Rated blog
   7 Commented on blog
   8 Rated / reviewed product


 Rank the activities in order of importance
See http://www.marketing-online.co.uk/wiki/Social_Media_Usage_Statistics
Digital marketing isn’t just the Internet
  Microprocessors are going into many different devices




 ...and 3 screens are now becoming mainstream...




        When I want it and Where I want it.


       Source: Lisa Harris (www.lisaharrismarketing.com)
Touch screen mobiles are becoming popular
              ...and so will Internet video on mobile devices...
■   Its not so much the iPhone but                                           ...and 3G “all you can eat”
    the large touch screen that has                                                  connections.
          produced the first
          usable Internet
         browsing mobile
             device...




               UK phone networks forecast that half of UK will have
              large screen Internet mobile phones within four years.

                         Source: Lisa Harris (www.lisaharrismarketing.com)
Mobile and App OVP




http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps
Tip. Create an online marketplace map to
                                  understand your customer influencers


                                                                         Key
                                                                        Point




Step 2. Online marketplace map
                                                                 Key
                                                                Point
Step 2a. Identify 4-6 personas

Forrester Research on “site design personas”
                              Ethnographic researchers averaged
                                  21 i/views per project for 4
                                   personas, $47K
                                  $10K to 100 i/views for 8 personas,
                                   $500K
                              Examples:
                                  Ford uses 3 buyer personas at
                                   Ford.com
                                      Primary persona „Marie‟ – just beginning
                                       car shopping process, hasn‟t settled on
                                       brand, doesn‟t know about cars, needs
                                       Help!
                                  Staples.com has 7 for shoppers
                                  Microsoft had 7 for Windows XP
                              Segment on key
                               characteristics/behaviours
                                  “Seeks high quality”, “Seeks low
                                   cost”
                                  “Starting evaluation”, “Final
                                   decision”
                                  Occasional visitor, frequent visitor
http://carsonified.com/blog/design/how-to-understand-your-users-with-personas/
20
For each persona define preferences for:
 Platforms
   (web, email, mobile)
 Platform usage (hours)
 Content consumption:
    General site types &
    category-specific
 Social media - content
   creation & participation
 Search behaviour
 Trusted brands
Scenario-based usability test example
Key influencers / information sources
Step 2a. Main customer types for i-to-i
Finding current customer segments, partners
     using www.google.com/adplanner
B2B and B2C targeting examples
27
Understanding keyphrase behaviour for brand
                   and product preferences




http://www.smartinsights.com/blog/digital-marketing-strategy/tools-for-benchmarking-competitor-visitor-numbers/
http://www.smartinsights.com/blog/seo/keyword-research-process/
http://www.smartinsights.com/search-marketing-alerts/best-link-analysis-tools-for-seo-and-online-pr/
http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software/
Need to understand Internet impact
on buyer behaviour – how does it change?




Figure 7.9 A summary of how the Internet can impact on the buying process for
a new purchaser


                              See Chapter 2
Some changes to buyer behaviour




                                            + Viral
                                           marketing
                                            & E-PR




                 Behavioural targeting
                                             - Brand
                                         less important



                                           + Brand
                                         more important

                                          + Paypal and
                                          Google sales


             SearchComparison UGC
                         recommendations
                      through social networks
Behaviour evolves with Experience


 E-mail;      Research           Visit          Buy           Buy at
Search         travel,        company         goods;         auction;
engines;        films,         / brand       visit gov’t     Download
 Surfing         jobs            sites          sites        software


Immediate      1st year       2nd year        3rd year        4th year
      Fast: extensions of
      PC use; read-only
      information
                             Medium: research
                             for complex
                             decisions

                                                                Slow: technically
                                                                complex or
                                                                financially risky

    Source: Forrester Research. Analysis of Consumer Technographics 1999-2003.
 Base: Online consumers. Years mark average time needed for consumers to start activity
Step 2d Understanding online intermediaries


  Portals = gateway = publishers
    Example:
  Affiliates – compare prices
     Example:
  Aggregators = price comparison sites
   and review sites = Revoo
    Example:
   Blogs
    Example
Step 2d. Competitor benchmarking


Think of when you use a site online –
 what affects your experience and
 perception of brand?

Brainstorm 10-20 different
 characteristics of a site that the affect
 brand experience and then group them
 into 5 or 6 different areas you could
 use for benchmarking
What’s important to whether you
buy again from a brand or site?
What makes an effective online brand?
Trust factors
What do site users care about (1)


 Fogget al. (2003) asked students to review
  sites to assess the credibility of different
  suppliers based on the website design. They
  considered these factors most important:

 Design look 46.1%
 Information design/structure 28.5%
 Information focus 25.1%
 Company motive 15.5%
 Usefulness of information 14.8%
 Accuracy of information 14.3%
1e
                Defining your OVP                                 Key
                                                                 Point




     OVP - Online Value Proposition
        Reinforces core brand proposition and credibility,
        but messaging shows:
        What can a visitor get from your online brand that…
           They can‟t get from you offline?
           They can‟t get from competitors?
        Communicate message forcefully:
          online and offline
      Examples:
        „Compare. Buy. Save‟. Kelkoo (www.kelkoo.com)
        „Earth’s biggest selection‟. Amazon
         (www.amazon.com)
        „Search the largest inventory of cars and trucks on
         the Internet. More than 1.5 million listings, updated
         daily’ (www.autotrader.com)
                 Write down your online value proposition
www.i-to-i.com OVP




                     39
Gaining site and business innovation ideas
            through Uservoice
Remember to review integration =             Key

Supporting channel-switching behaviour
                                              Point




                                         41
Benchmark main types of digital
communications tools used by competitors
How can
    social
    media
     help
     SEO
and expanding
 awareness?




         Source:www.theconversationprism.net
Prioritising through the digital marketing radar




http://www.smartinsights.com/digital-marketing-strategy-alerts/prioritising-digital-marketing-radar/
Thank you! Let’s Connect!
                    Questions & discussion welcome




                                  Blog
                                  www.smartinsights.com/blog
uk.linkedin.com/in/davechaffey


                                  Feeds
                                  www.feedburner.com/smartin
                                   sights
facebook.com/smartinsights
                                  Enewsletter
                                  www.smartinsights.com

twitter.com/smartinsights

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Online marketplace analysis - Smart insights - dave chaffey

  • 1. Understanding the online marketplace Dr Dave Chaffey for University of Derby 2011
  • 2. About Dave Chaffey  Strategy & analytics Qualifications www.smartinsights.com  Search & conversion Best Practice Books
  • 3. Use Smart Insights to help you on the module: www.smartinsights.com The RACE digital strategy framework http://bit.ly/smartstrategy 3
  • 4. What we need to cover in online marketplace analysis
  • 5. Our case study : www.i-to-i.com  Multichannel business with significant proportion of leads and sales generated online  Audience in 4 key markets:  UK & Ireland  US  Europe  Australia & NZ  RoW  Course popular with gap year and career break students  15,000 trained annually online or on weekend TEFL  Use full range of digital channels integrated with call-centre sales 5
  • 6. Why bother? What do we get from online marketplace analysis? What would the Ecommerce manager of i-to-i need to know about the main marketplace players?
  • 7. Tutorial / assignment homework  1. Create Internet-specific SWOT  2. Create marketplace map  A. Define main customer types to target  B. Analyse consumer behaviour:  Online preferences – platforms, what they want?  Buyer behaviour  Search behaviour  C. Identify relevant partner sites  D. Find competitors and benchmark
  • 8. Step 1. Output from tutorial – Internet SWOT Strengths: Weaknesses: Opportunities: SO Strategies WT Strategies Threats: ST Strategies WT Strategies
  • 9. Internet SWOT example 9 Source: Chaffey et. al. (2009) Internet Marketing: Strategy, Implementation and Practice FT-Prentice Hall. 3rd edition. With permission. Pearson Education.
  • 10. Another Internet SWOT example 10 Source: Chaffey et. al. (2009) Internet Marketing: Strategy, Implementation and Practice FT-Prentice Hall. 3rd edition. With permission. Pearson Education.
  • 11. Internet five forces analysis – does this help? Bargaining More choice + powers of Soft-lock in Comparison sites customers Power of Threat of The business suppliers subsitutes Extent of rivalry Threat of new between entrants competitors Porter, M. (2001) Strategy and the Internet. Harvard Business Review. March 2001, 62-78.
  • 13. How do you spend your time online?  Which of these activities have you completed in the last 6 months? 1 Upload personal photos 2 Upload video 3 Managed a social network profile 4 Written own blog 5 Used microblog (Twitter)  6 Rated blog  7 Commented on blog  8 Rated / reviewed product  Rank the activities in order of importance
  • 15. Digital marketing isn’t just the Internet Microprocessors are going into many different devices ...and 3 screens are now becoming mainstream... When I want it and Where I want it. Source: Lisa Harris (www.lisaharrismarketing.com)
  • 16. Touch screen mobiles are becoming popular ...and so will Internet video on mobile devices... ■ Its not so much the iPhone but ...and 3G “all you can eat” the large touch screen that has connections. produced the first usable Internet browsing mobile device... UK phone networks forecast that half of UK will have large screen Internet mobile phones within four years. Source: Lisa Harris (www.lisaharrismarketing.com)
  • 17. Mobile and App OVP http://www.smartinsights.com/blog/digital-marketing-strategy/marketing-opportunities-from-mobile-apps
  • 18. Tip. Create an online marketplace map to understand your customer influencers Key Point Step 2. Online marketplace map Key Point
  • 19. Step 2a. Identify 4-6 personas Forrester Research on “site design personas”  Ethnographic researchers averaged  21 i/views per project for 4 personas, $47K  $10K to 100 i/views for 8 personas, $500K  Examples:  Ford uses 3 buyer personas at Ford.com  Primary persona „Marie‟ – just beginning car shopping process, hasn‟t settled on brand, doesn‟t know about cars, needs Help!  Staples.com has 7 for shoppers  Microsoft had 7 for Windows XP  Segment on key characteristics/behaviours  “Seeks high quality”, “Seeks low cost”  “Starting evaluation”, “Final decision”  Occasional visitor, frequent visitor http://carsonified.com/blog/design/how-to-understand-your-users-with-personas/
  • 20. 20
  • 21. For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands
  • 23. Key influencers / information sources
  • 24. Step 2a. Main customer types for i-to-i
  • 25. Finding current customer segments, partners using www.google.com/adplanner
  • 26. B2B and B2C targeting examples
  • 27. 27
  • 28. Understanding keyphrase behaviour for brand and product preferences http://www.smartinsights.com/blog/digital-marketing-strategy/tools-for-benchmarking-competitor-visitor-numbers/ http://www.smartinsights.com/blog/seo/keyword-research-process/ http://www.smartinsights.com/search-marketing-alerts/best-link-analysis-tools-for-seo-and-online-pr/ http://www.smartinsights.com/blog/online-pr-social-media/online-reputation-management-software/
  • 29. Need to understand Internet impact on buyer behaviour – how does it change? Figure 7.9 A summary of how the Internet can impact on the buying process for a new purchaser See Chapter 2
  • 30. Some changes to buyer behaviour + Viral marketing & E-PR Behavioural targeting - Brand less important + Brand more important + Paypal and Google sales SearchComparison UGC recommendations through social networks
  • 31. Behaviour evolves with Experience E-mail; Research Visit Buy Buy at Search travel, company goods; auction; engines; films, / brand visit gov’t Download Surfing jobs sites sites software Immediate 1st year 2nd year 3rd year 4th year Fast: extensions of PC use; read-only information Medium: research for complex decisions Slow: technically complex or financially risky Source: Forrester Research. Analysis of Consumer Technographics 1999-2003. Base: Online consumers. Years mark average time needed for consumers to start activity
  • 32. Step 2d Understanding online intermediaries Portals = gateway = publishers Example: Affiliates – compare prices  Example: Aggregators = price comparison sites and review sites = Revoo Example:  Blogs Example
  • 33. Step 2d. Competitor benchmarking Think of when you use a site online – what affects your experience and perception of brand? Brainstorm 10-20 different characteristics of a site that the affect brand experience and then group them into 5 or 6 different areas you could use for benchmarking
  • 34. What’s important to whether you buy again from a brand or site?
  • 35. What makes an effective online brand?
  • 37. What do site users care about (1)  Fogget al. (2003) asked students to review sites to assess the credibility of different suppliers based on the website design. They considered these factors most important:  Design look 46.1%  Information design/structure 28.5%  Information focus 25.1%  Company motive 15.5%  Usefulness of information 14.8%  Accuracy of information 14.3%
  • 38. 1e Defining your OVP Key Point OVP - Online Value Proposition  Reinforces core brand proposition and credibility, but messaging shows:  What can a visitor get from your online brand that…  They can‟t get from you offline?  They can‟t get from competitors?  Communicate message forcefully: online and offline  Examples:  „Compare. Buy. Save‟. Kelkoo (www.kelkoo.com)  „Earth’s biggest selection‟. Amazon (www.amazon.com)  „Search the largest inventory of cars and trucks on the Internet. More than 1.5 million listings, updated daily’ (www.autotrader.com) Write down your online value proposition
  • 40. Gaining site and business innovation ideas through Uservoice
  • 41. Remember to review integration = Key Supporting channel-switching behaviour Point 41
  • 42. Benchmark main types of digital communications tools used by competitors
  • 43. How can social media help SEO and expanding awareness? Source:www.theconversationprism.net
  • 44. Prioritising through the digital marketing radar http://www.smartinsights.com/digital-marketing-strategy-alerts/prioritising-digital-marketing-radar/
  • 45. Thank you! Let’s Connect! Questions & discussion welcome  Blog  www.smartinsights.com/blog uk.linkedin.com/in/davechaffey  Feeds  www.feedburner.com/smartin sights facebook.com/smartinsights  Enewsletter  www.smartinsights.com twitter.com/smartinsights