A01 chaf6542 06 se fm indd

Demand analysis for 

digital business

Assessment of the 

demand for e‑commerce 

services amongst existing 

and potential customer 

segments.

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Chapter 8  Digital marketing

Table 8.1

Volume of searches for single keywords in a single month

Keyword

Total global  

searches

Total estimated UK  

searches on Google

 Cost-  per-  click

[samsung tv]

201,000

22,200

£0.58

[television]

246,000

14,800

£0.65

[led tv]

165,000

12,100

£0.77

[lg tv]

90,500

9,900

£0.53

[panasonic tv]

40,500

8,100

£0.58

[flat screen tv]

49,500

6,600

£0.50

[lcd tv]

90,500

6,600

£0.67

[samsung led tv]

90,500

4,400

£0.68

[lcd]

135,000

4,400

£0.65

[plasma tv]

33,100

3,600

£0.73

[hd tv]

33,100

3,600

£0.67

[samsung televisions]

8,100

2,400

£0.57

[samsung tvs]

9,900

2,400

£0.79

[buy tv]

6,600

2,400

£0.75

[cheap lcd tv]

4,400

1,900

£0.55

[sharp tv]

40,500

1,900

£0.55

[led tvs]

6,600

1,600

£0.81

[blu ray players]

6,600

1,600

£0.40

[compare tv prices]

2,400

1,600

£0.46

[led tv reviews]

9,900

1,600

£0.54

Note: Estimates are baswed on the Google keyword tool in June 2013 based on LCD related  exact‑  match 

search phrases.

Figure 8.10

Customer demand analysis for the car market

Organisational market

(fleet buyers)

100%

80%

60%

40%

20%

0%

Internet access

Visit site

Purchase influenced

Buy online

Consumer market

(individual buyers)

% of customers

Internet access

Visit site

Purchase influenced

Buy online

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Part 2  Strategy and applications

Qualitative customer research

It is important that customer analysis not be restricted to quantitative demand analysis. 

Variani and Vaturi (2000) point out that qualitative research provides insights that can be 

used to inform strategy. They suggest using graphic profiling, which is an attempt to capture 

the core characteristics of target customers, not only demographics, but also their needs and 

attitudes and how comfortable they are with the Internet. (In Chapter 11 we will review how 

customer 

personas

 and 

scenarios

 are developed to help inform understanding of online 

buyer behaviour.)

A summary of the categories of different sources of customer insight that an organisation 

can tap into and their applications is shown in Table 8.2. The challenge within organisations 

seems to be selecting which  paid-  for and free services to select and then ensure sufficient 

time is spent reviewing and actioning the data to create  value-  adding insights. My experi-

ence shows that often data are only used by the digital team and not utilised more widely 

since in large organisations, staff are unaware of the existence of the data or service provider 

supplying it. There is also the significant issue of privacy; organisations need to be transpar-

ent about how they collect and use these data and give customers choice (as discussed in 

Chapter 4).

Persona

A summary of the 

characteristics, needs, 

motivations and 

environment of typical 

website users.