DIM Lecture 4

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Customers, consumers, users and groups...

Transcript of DIM Lecture 4

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situation analysis objectives

strategy

tactics

action control

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• Regional • National • International

• Age • Gender • Family

• MOSAIC • ACORN

• Income • Occupation • Education

• Religion • Race • Class

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• Lifestyle • Personality

• Benefits sought • Purchase occasion • Attitude

• Usage rate • User status • Loyalty

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How many pages of results browsed…

What is searched for…

When do they search…

Shift towards longer strings

2 weeks = 1billion google searches in the UK

…90% visit the second page

http://www.google.co.uk/trends/hottrends/visualize?nrow=5&ncol=5&pn=p9
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…device used

…dwell time

…page views

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online behaviour…

…sentiment

…which media are used?

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http://klout.com/
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http://empowered.forrester.com/tool_consumer.html
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lies, damn lies… and facebook

People don’t tell you things about themselves that may reflect poorly (or they imagine may reflect poorly) on them

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media consumption...

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perceived risk…

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…can be formed through research

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Information Search

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platform

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…finally

How would they feel?

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Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice Hall

Smith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth Heinemann Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page http://www.smartinsights.com/

http://www.e-consultancy.com/

http://www.google.com/analytics/features/

http://www.experian.co.uk/marketing-services/mosaic-digital-

insights.html

http://blog.kissmetrics.com/

http://www.forrester.com

/http://www.ons.gov.uk/ons/


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