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Internet Marketing Intelligence

Internet Marketing Intelligence. Chapter 5 Consumer Intelligence. Internet Marketing Intelligence. Chapter Objectives- provide: An understanding of the importance of consumer intelligence in global economy.

margaret-evans
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Internet Marketing Intelligence

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  1. InternetMarketing Intelligence Chapter 5 Consumer Intelligence

  2. Internet Marketing Intelligence Chapter Objectives- provide: An understanding of the importance of consumer intelligence in global economy. An appreciation of how Internet has created greater need and opportunity for consumer intelligence. An insight into why Internet and associated interactive technologies are powerful tools in gaining information about consumers. Knowledge of the underlying principles of consumer research. The ability to conduct consumer research using the Internet.

  3. What is Consumer Intelligence? • It is the analysis & synthesis of info on consumer taste, needs, desires, preferences, purchases, attitude, interests, opinions and products service consumption pattern.

  4. Importance of Consumer Intelligence • Helps to Better Understand & Anticipate Consumer Behavior • Allows to Create Effective MarketingMix • Develop More Effective Marketing Strategies • Forms Competitive Advantage • Increases the Level of Consumer Satisfaction

  5. Consumer Intelligence • Must be a Central & Ongoing Endeavor • Is the Responsibility of all Employees • Must be Analyzed and Applied to the Aggregate Data • One of the Key Tools is the Internet

  6. Internet & Consumer Intelligence • Access of More Info from all Over the World • Provides Researchers with Ability to Track Consumers Motivation & Movement on Ongoing & Real-time Basis • Helps to Formulate & Maintain Relationship • Accuracy

  7. The Dynamic of Internet Marketing Internet More Competition Shift of Power from Seller to Buyer Need to Retain Customers Utility of Mass Customization and 1:1 Marketing More Consumer Options & Information Available, Ability & Need to Know Customers

  8. Consumer Intelligence Sources • Business Reports • Trade Journals • Government • Data bases • Census Data • Surveys

  9. 7 Consumer Research Cornerstones • Occupations – What Constitutes the Markets? • Objects – What does the Market Buy? • Objectives – Why does the Market Buy? • Organizations – Who Participates in the Buying? • Operations – How does the Market Buy? • Occasions – When does the Market Buy? • Outlets – Where does the Market Buy?

  10. Occupations • http://www.odci.gov/cia/publications/factbook/index.html • CIA Information site that contains pertinent data to specific countries and regions • www.un.org/Depts/unsd • Gives a detailed description of the international statistical services is given in the United Nations • http://www.forrester.com • Proides a series of reports on market trends with special focus on the impact of emerging technology on consumers, business, and society.

  11. Objectives • http://www.faithpopcorn.com/trends/trends.htm Faith applies her insight regarding cultural and business Trends to help clients reposition established brands or companies, develop new products, and define areas of new business opportunity. • http://www.serviceintelligence.com Has an area devoted to customer stories of unpleasant experiences with airlines, banks, restaurants, and other service businesses. • http://www.trendsinstitute.com The Consumer Trends Institute site provides a wide array of consumer information and reports.

  12. Objects, Occasions, Outlets • http://www.acnielsen.com • The world's leading provider of market research, information and analysis to the consumer products and services industries; with more than 9,000 clients in more than 100 countries measures competitive marketplace dynamics, consumer attitudes and behavior. • http://www.infores.com/ • It is a leading sales and marketing research partner in the expanding global consumer goods industry…provides clients consumer insight and market intelligence • http://www.nfow.com/ • NFO WORLDGROUP is one of the world's leading providers of research-based marketing information and counsel….and have provided Fortune 500 clients with consumer and brand knowledge and understanding for more than 50 years

  13. Organizations & Operations • http://www.survey.net • Your source for dynamic, up‑to‑the‑second information, opinions & demographics from the Net Community…is a source of dynamic, up-to-the-minute information about the opinions and demographics of the Internet Community • http://www.gartner.com/ • Gartner provides research on consumer online usage and interactive services and technology • http://www.cyberatlas.com • This site collects a wide array of Web related statistics with a particular emphasis on Web marketing, advertising, commerce and technology

  14. Question: Can any one name the 7 O’s?

  15. Summary Consumer intelligence is the analysis and synthesis of information on consumer tastes, needs, desires, preferences, purchases, attitudes, interests, opinions and product/service consumption patterns. The emergence of the Internet and other interactive technologies has given companies a greater ability to gather information from and about consumers

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