A01 chaf6542 06 se fm indd

Intermediary or influencer analysis

Chapter 2 highlighted the importance of  web-  based intermediaries such as publisher or 

media sites in driving traffic to an organisation’s website or influencing visitors while they 

consume content. Situation analysis will also involve identifying relevant intermediaries for 

a particular marketplace. These will be different types of publisher such as horizontal and 

vertical portals which will be assessed for suitability for advertising, PR or partnership. This 

activity can be used to identify strategic partners or will be performed by a media planner or 

buyer when executing an online advertising campaign.

For example, an online electronics retailer needs to assess which comparison or aggrega-

tor services such as Kelkoo (

www.kelkoo.com

) and Shopsmart (

www.shopsmart.com

) it and 

its competitors are represented on. Questions which are answered by analysis of interme-

diaries are do competitors have any special sponsorship arrangements and are microsites 

created with intermediaries? The other main aspect of situation analysis for intermediaries 

is to consider the way in which the marketplace is operating. To what extent are competitors 

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Part 2  Strategy and applications

using disintermediation or reintermediation? How are existing channel arrangements being 

changed?