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eCommEd Lesson 7 Market Research & OnLine Direct Marketing
UNIT 3 MARKETING ON THE WEB
Lesson 7
Market Research and On-Line
Direct Marketing
Contents of Material in this Lesson
Topic (Click on link to go directly to that topic) Page
I. Marketing
1
II. Market Research
2
Assignment 7.1
3
A. Target Market
4
B. Demographics
4
Assignment 7.2
C. Product Research
Assignment 7.3
III. Marketing Plan
Assignment 7.4
IV. Direct Marketing
A. ADIA
Assignment 7.5
eCommEd Lesson 7 Market Research & OnLine Direct Marketing
4
5
5
6
7
7
8
9
UNIT 3 MARKETING ON THE WEB
Lesson 7
Market Research and On-Line
Direct Marketing
I. Marketing: The process of transferring
information about your product or service
to the consumer.
The internet allows for unique ways of
marketing due to its two way communication
system, the ease of reaching a target market, and
the availability of receiving instant feedback.
We will look at the methods to use on the
internet to market a product in general and use
what we learn to market ScoresUp.com
eCommEd Lesson 7 Market Research & OnLine Direct Marketing
II. Market Research: Locating
information about different products,
competition, and/or consumers.
Using the web, a business can easily evaluate the
strengths and weaknesses of the competition, the
products and services they offer, and the
advertising and promotional methods they use.
This is referred to as benchmarking.
Gathering this information helps you to
organize your business and business strategies
in a way to gain an advantage over the
competition. You can emulate (copy) their
strong points and improve upon their weak
points.
eCommEd Lesson 7 Market Research & OnLine Direct Marketing
Assignment 7.1
Go to sportsline.com and espn.com to
research and evaluate two different sports
sites. On a sheet of paper write down the
answers to these questions.
1. Who is the target market for these sites?
2. How often do you think the content of the
site is updated?
3. What kind of products or services, if any,
do they market any products or services for
their users to buy?
4. What methods do they use to encourage
feedback, responses, or communication from
their users?
5. What are some strong points about the site
that we should emulate at ScoresUp.com
6. What are some weak points about the site
we can improve upon that we can include in
eCommEd Lesson 7 our site?
Market Research & OnLine Direct Marketing
A. Target Market: The group of people that
a business wants to reach to promote its
product or service.
B. Demographics: The study of consumers
buying habits based upon their income,
geographic location, age, occupation, and
other factors.
Assignment 7.2
1. On a sheet of paper write down the demographics of
the target market for our ScoresUp.com business.
2. Do you think the web is a good way to reach your
target market? Why or why not?
3. Go to cyberatlas.com and check the demographics of
internet users. Since this site changes frequently your
instructor will let you know what information to search
for.
4. Why do you think it is important to understand the
demographics of your target market when creating your
market plan?
eCommEd Lesson 7 Market Research & OnLine Direct Marketing
C. Product Research: A business can use
the internet to research different products
they plan to offer. B2B (Business to
Business) is becoming a very popular way
for businesses to obtain, trade, and sell
products.
Assignment 7.3
Do a search on the internet to find sources
for where our business can purchase
products that could contain our logo. (For
example, key chains, t shirts, hats etc.)
Begin your search with one of these search
engines google.com yahoo.com
lycos.com
On a piece of paper write down these sites
with their URL and the products they sell.
We may use these sites later, so the more
options you find, the more choices we will
have.
eCommEd Lesson 7 Market Research & OnLine Direct Marketing
III. Marketing Plan: A document that is
used as a guide to achieving your
marketing goals. Goals may be to increase
revenue, increase brand awareness, or
recruit new users. Examples of goals for
the plan may include;
•Establishing new sales channels
•Increasing Revenue
•Increasing Brand awareness
•Recruiting employees or subscribers
•Getting customer information
•Improving customer service
•Competitive advantages or differences
•Target markets
•Advertising strategies
•Sales strategies
•Pricing
•Revenue Goals
eCommEd Lesson 7 Market Research & OnLine Direct Marketing
Assignment 7.4
According to the Marketing Plan section of our
business plan that we created in Lesson 4, answer
the following questions.
1. What advertising strategies are we going to use?
2. What is our competitive advantage over other
information providers, such as TimesUnion.com, or
other High school sports sites.
3. How are we going to obtain customer
information.
IV. Direct Marketing: A marketing
strategy that involves targeting potential
users and delivering information directly
to them.
eCommEd Lesson 7 Market Research & OnLine Direct Marketing
A business should follow the ADIA model
in their direct marketing efforts.
ADIA: Attention Desire Interest Action
Attention - Businesses have only seconds
to capture consumer Attention. This is the
first step in gaining consumers. Did this
animation catch your attention?
Desire - Create Desire by interacting with
visitors. Providing contests, quizes, and
email feedback will give the consumers a
desire to view and stay on the site.
Interest - Next, businesses must create
Interest by providing useful information.
This continues to hold their attention, and
keeps them coming back.
Action - Lead visitors to Action. Have
visitors give their contact information,
purchase a product or leave a message.
eCommEd Lesson 7 Market Research & OnLine Direct Marketing
Assignment 7.5
On our ScoresUp.com web site we have a
few things that demonstrate the ADIA
model.
1. List the items on our site that grab the
users attention.
2. Develop two more items that could
further grab their attention.
3. List the items on our site that create a
desire in the users..
4. Develop two more items that could
further create a desire.
5. List the items on our site that lead the
customer to take action.
6. Develop two more items that could
lead the customer to take action.
eCommEd Lesson 7 Market Research & OnLine Direct Marketing
End of Lesson 7
Make sure you have handed in
the following assignments.
1. Assignment 7.1 - Search of
espn.com and sportsline.com
2. Assignment 7.2 - Demographics
and target market
3. Assignment 7.3 - B2B purchase
sites.
4. Assignment 7.4 - Marketing Plan
questions
5. Assignment 7.5 - ADIA
End
Lesson
eCommEd Lesson 7 Market Research & OnLine Direct Marketing