segments.
339
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.
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