clarify the process-based web marketing planning, is essential in the analysis do some proper analysis of market .
This phase appears quite similar to the phase off-line counterpart.
Analysis can be performed with both traditional media (specialized agencies and companies, specially commissioned market research, ad hoc surveys for a fee, telemarketing, internal or external) is directly on the Internet, taking advantage of the huge amount of resources.
Some research summary can be extraordinarily useful and effective. Industry associations are, in general, sources of detailed information and zero or very low cost.
scientific and academic publications are other potential sources of information. For some markets, especially in metropolitan areas, detailed studies are available easily available at local libraries or universities.
Once acquired this information, you must adapt to the needs analysis, taking into account the actual trends investigated on their own markets.
Research should focus on, however:
a) quantitative data on national and global dimensions of users (a generous estimate, but often crucial to provide a dimension of the problem and to justify the firm's market valuation online) ;
b) qualitative data on the user (profile-type) and growth rate of Internet penetration in the population;
c) user segmentation for profiles ;
d) technological characteristics of the envelope of your typical user (information that can best guide in designing and building the company's website) and
) data on their Industry Reference (retrieval of lists of companies homologous and / or competitors in the network, analysis of available domains, observation of any newsgroups on the branch of business, online advertising investments made etc.).
In the next article we use the network to obtain market information on the Internet.
you soon!
Antonio Ferrandina
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