Transcript Chapter 5
Internet Marketing Intelligence Chapter 5 Consumer Intelligence Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-1 Objectives • Provide an understanding of the importance of consumer intelligence in global economy. • Develop an appreciation of how the Internet has created greater need and opportunity for consumer intelligence. • Give an insight into why the Internet and associated interactive technologies are powerful tools in gaining information about consumers. • Explore the underlying principles of consumer research. • Develop the ability to conduct consumer research using the Internet. Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-2 What is Consumer Intelligence? • It is the analysis and synthesis of information on: • • • • • • • • • consumer taste needs desires preferences purchases attitudes interests opinions consumption patterns of products and services Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-3 Importance of Consumer Intelligence • Helps to better understand and anticipate consumer behaviour • Allows companies to create an effective marketing mix • Develop more effective marketing strategies • Forms a competitive advantage • Increases the level of consumer satisfaction Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-4 Consumer Intelligence • Must be a central and ongoing endeavor • Is the responsibility of all employees • Must be analysed and applied to the aggregate data • One of the key tools is the Internet Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-5 Internet and Consumer Intelligence • Access to more information from all over the world • Provides researchers with the ability to track consumers motivation and movement on an ongoing and real-time basis • Helps to formulate and maintain relationships with consumers • Accuracy of information needs to be considered Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-6 The Dynamic of Internet Marketing Internet More consumer options and information available. Ability and need to know customers More competition Shift of power from seller to buyer Need to retain customers Utility of mass customisation and one-to-one marketing Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-7 Consumer Intelligence Sources • • • • • • Business reports Trade journals Government Databases Census data Surveys Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-8 Seven Consumer Research Cornerstones • • • • Occupations: What constitutes the markets? Objects: What does the market buy? Objectives: Why does the market buy? Organisations: Who participates in the buying? • Operations: How does the market buy? • Occasions: When does the market buy? • Outlets: Where does the market buy? Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-9 Occupations • World Factbook http://www.odci.gov/cia/publications/factbook/index.html/ • contains data pertinent to specific countries and regions • United Nations www.un.org/Depts/unsd • gives a detailed description of the international statistical services provided by the United Nations • Forrester Research http://www.forrester.com • provides a series of reports on market trends with special focus on the impact of emerging technology on consumers, businesses and society Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-10 Objectives • Faith Popcorn http://www.faithpopcorn.com/trends/trends.htm/ • Faith applies her insight regarding cultural and business trends to help clients reposition established brands or companies, develop new products and define areas of new business opportunity. • Service Intelligence http://www.serviceintelligence.com/ • Has an area devoted to customer stories of unpleasant experiences with airlines, banks, restaurants and other service businesses. • Consumer Trends Institute http://www.trendsinstitute.com/ • The Consumer Trends Institute web site provides a wide array of consumer information and reports. Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-11 Objects, Occasions, Outlets • ACNielsen http://www.acnielsen.com/ • one of the world's leading providers of market research, information and analysis to consumer products and services industries (>9 000 clients in over 100 countries) • measures competitive marketplace dynamics, consumer attitudes and behaviour • Information Resources, Inc. http://www.infores.com/ • a leading sales and marketing research partner in the expanding global consumer goods industry • providing clients consumer insight and market intelligence • NFO WORLDGROUP http://www.nfow.com/ • provides research-based marketing information and counsel; have provided Fortune 500 clients with consumer and brand knowledge and understanding, utilising over 50 years experience Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-12 Organisations and Operations • Survey-Net http://www.survey.net/ • provides up-to-the minute information, opinions and demographics regarding Internet users • Gartner http://www.gartner.com/ • provides research on consumer online usage and interactive services and technology • CyberAtlas http://www.cyberatlas.com/ • a broad collection of Internet-related statistics with a particular emphasis on marketing, advertising, commerce and technology Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-13 Summary • Consumer intelligence is the analysis and synthesis of information on consumer tastes, needs, desires, preferences, purchases, attitudes, interests, opinions and product/service consumption patterns. • The emergence of the Internet and other interactive technologies has given companies a greater ability to gather information from and about consumers. Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 5-14