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Daniel Casarin strategic & creative partner @advmedialab
[email protected] +39 345 5755352 skype daniel-casarin
Marketplace Analysis & Market Research
Reloaded
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Le ricerche e le analisi di mercato per un’azienda sono essenziali.
Capire le necessità e le volontà del proprio target di mercato e monitorare
i propri competitor può fare la differenza tra il successo e il fallimento.
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Contesto Persone
Gli elementi
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Il contesto
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Una ricerca di mercato attraverso il web è un’attività sistematica di investigazione
per la raccolta e l’analisi di dati quantitativi per l’individuazione di interessi, preferenze, informazioni d’acquisto, prezzi
e sensibilità al prezzo. … L’obiettivo è quello di definire insights per il supporto alla formulazione di una
strategia di business e marketing.
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Parliamo di…
Audience Research Product Research
Brand Analysis Psychological Profiling
Scanner Research Database Research
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Cosa otteniamo in supporto da una ricerca e analisi di mercato?
Market validation Market segmentation
Pain point articulation Target market prioritization
Marketing planning Competitive analysis
Price analysis Customer resonance
Product development Trend identification
Influencer & media landscape
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Parliamo di eCommerce…
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Customer analysis
Competitor analysis
Marketplace analysis
Partner analysis
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PARTNER, INFLUENCER…COMPETITOR
CUSTOMER
ONLINE AUDIENCE
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Transparency is the new black
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Customer/Buyer personas
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Reach: Backlink profile (Competitor search benchmarking tools), Social media engagement.
Act: 5 second test, Key customer journeys/top-tasks from home page, presence of landing pages, engagement devices/content used for lead-
generation, content audit. Convert: First time visitor options, communication of online value proposition, quality of checkout process.
Engage: Use of email (event-triggered and enewsletters), quality of engagement via social media
and content marketing campaigns. Customer personalisation on site.
Competitor e partner
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Keywords discovery
Google instant + Google Keywords
planner
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Keywords discovery
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Keywords discovery
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Brand experience map
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Race
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Keyword Search Competitor Links
Read Blogs Surveys
In sintesi…
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Tools VisureItalia
Atoka.io SemRush
Moz SurveyMonkey Persona App
…
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That is
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Change point of view
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Consumers expect more information from the brands they use and they
expect brands to do good. They reward companies that have similar values and ask, "Is the brand good for me (the consumer) and good for
we (society as a whole)?
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Architettura dell’informazione
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80-90% of your online success depends on your offline behavior.
Extreme customer centricity.
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Make more money Make it more efficient Enhance experience
Technology as a facilitator.
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It’s not about your product, it’s about your story.
Selling without selling.
Grazie per l’attenzione!
Daniel Casarin strategic & creative partner @advmedialab
[email protected] +39 345 5755352 skype daniel-casarin
