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Market Place analysis (Location of trading in the marketplace (Developing…
Market Place analysis
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Market place analysis
- Completing a marketplace analysis helps to define the main types of online presence that are part of a 'click ecosystem'
- Key part of developing long-term digital business plan
- Help define main types of online presence that are part of the click ecosystem
- customers and prospects routinely use search engines
- SEs act as distribution systems connecting searchers with sites
- Firms need to evaluate relative importance of ecosystem and resources required to integrate their online services with them
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Introduction
Marketspace - area of actual or potential commercial value in which company intends to operate online
- Analysis of the online marketplace is a key part of developing a long-term e-business plan or creating a short-term digital marketing campaign.
- All organisations operate within an environment that influences the way in which they conduct business
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Marketplace map
Elements ...
- Customer segments (identify and summarise different target segments for an online business and understand media consumption, buyer behaviour and the type of content and experiences)
- Search intermediaries (the main search engine in each country. Usually google, Yahoo! Microsoft live search and ask)
- Intermediaries, influencers and media (media sites and other intermediaries such as aggregators and affiliates are often successful in attracting visitors via search or direct)
- Destination sites (the sites that the marketer is trying to generate visitors to, whether these are transnational sites, financial services or travel companies)