M3:Macro and micro environment analysis approaches 2. How to conduct a digital marketing specific SWOT analysis
Posted by dukebadger on November 9, 2009
E-marketplace modelling
A fundamental technique that can be used to develop an organisation’s e-marketing strategy and is also useful in the early stages of planning an online marketing campaign to indicate:
• Which types of site to partner for promotions
• The type of search terms required to purchase pay per click advertising
An e-marketplace map helps to summarise the linkages and traffic flows in your e-marketplace
This modelling approach will reveal:
• The relative importance of different online intermediaries in the marketplace
• The flow of clicks between your different customer segments, your company site(s) and different competitors via intermediaries
Situation analysis to support digital communications planning
Required on an ongoing basis to assess:
• Consumer use of keyphrases entered for generic product or service searches
• More specific phrases and brand phrases incorporating their brand and competitor names
Use web analytics to track your brand’s popularity and monitor how this varies through time with seasonality and offline and online campaigns.
Reserach tools for assessing emarket place
