A01 chaf6542 06 se fm indd

B 

For individual buyers (consumers):

1 

Percentage of customers with Internet access.

2 

Percentage of customers who access the website or social media services via 

web or mobile channels.

3 

Percentage of customers who will be favourably influenced.

4 

Percentage of customers who buy online or use other services such as brochure 

download, book a test drive or service.

If possible, try to gauge how these figures vary according to age, sex and social 

class.

Government sources and trade associations for car purchasing can be used to 

research the data.

No suggested answer supplied.

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Chapter 8  Digital marketing

As well as external sources, many online businesses are now harnessing customer view-

points or innovation through their own programmes.  Well-  known examples from business 

and consumer fields include:

● 

Dell IdeaStorm (

www.ideastorm.com

)

● 

MyStarbucks Idea (

http://mystarbucksidea.com

)

● 

Proctor and Gamble Innocentive (

www.innocentive.com

)

● 

Lego MindStorm (

http://mindstorms.lego.com/community/default.aspx

)

● 

Oracle Mix.

You can see how  web-  savvy companies use the web for marketing research, as a listening 

channel. They use the web and email channels as means of soliciting feedback and sugges-

tions which contribute to shaping future services.