So You Think Marketing Has Changed

Written by Bobette Kyle


Continued from page 1

What have also changed arerepparttar specific marketing strategies andrepparttar 121371 tactics we take to implement those strategies. These have changed, but basic marketing has not. Superior marketing is and always has been analysis, then action. It is strategy development, then logical and thought-out tactical implementation. It isrepparttar 121372 way to customer satisfaction and increasing profit. It isrepparttar 121373 process of:

1) Analyzing your customers andrepparttar 121374 business environment in order to

2) Identify key opportunities to better and more profitably meet customer needs,

3) Figuring out how to act on those opportunities, and then

4) Implementing your plan.

The process doesn't have to be cumbersome. Five-year plans and novel-length documents are not required. The logic ofrepparttar 121375 action is what's important. By applyingrepparttar 121376 basic marketing process both online and offline, your chances of success skyrocket.

Bobette Kyle is author of "How Much For Just the Spider? Strategic Web Site Marketing." She used techniques detailed in the book to bring her own site, WebSiteMarketingPlan.com, from a ranking of 17 million to 59 thousand+ in less than four months. http://www.WebSiteMarketingPlan.com/sr.htm

~~~~~~~~~~~~~~~~~~~~ Copyright 2002 Bobette Kyle. All rights reserved.


Affordable Market Research

Written by Bobette Kyle


Continued from page 1

** Primary Qualitative Market Research **

Qualitative research is conducted with a somewhat flexible format sorepparttar participants can give their opinions and feedback. Inexpensive ways to conduct your own qualitative research viarepparttar 121370 Internet are through do-it-yourself online focus groups and via feedback forms.

* Online Focus Groups

Offline, a set of focus groups could cost about $10,000 and up. Online focus group services are a little more economical by can still be pricey for a small-budget business. An online focus group is essentially a formal chat session. A trained moderator leads a group of participants through a pre-determined discussion overrepparttar 121371 Internet. Participants are often recruited through a research firm’s own panel and are paid a fee for participating.

If your budget cannot handle a professional service, you can conduct a focus group yourself by setting up a chat room and recruiting your own participants. Be sure to testrepparttar 121372 chat room service first, paying attention to perceived professionalism and any glitches your participants may encounter. Also, for best results, you should consider hiring a trained moderator to conductrepparttar 121373 online focus groups.

* Feedback Forms

A simple way to conduct ongoing qualitative research is through a feedback form. You can gain valuable insight by asking your visitors how you are doing, asking them for suggestions, and/or asking them their opinions. You can do this through a form directly on your site and/or via email to those on your opt-in list.

** Primary Quantitative Market Research **

Quantitative research is used when you are looking for hard numbers and precision. To produce a top-quality primary quantitative research study you must generally work through a research agency. For a small-budget business, this type of research is expensive. The Internet has made more inexpensive means of data collection and analysis possible. Withrepparttar 121374 help of software or Web-based tools you can perform research through customer surveys and collect visitor use patterns through Web logs.

* Customer Surveys

The Internet has made conducting surveys quicker and less expensive. Options range from do-it-yourself programs to research services with screened panels. You can use surveys in a variety of ways - segmenting your customers, improving/developing your product or site, and gauging brand awareness, for example.

* Use Patterns

Another approach to quantitative research onrepparttar 121375 Web is to look for visitor use patterns such as, routes taken through your site, pages viewed, or ordering behavior. By studying Web logs you can know which pages are most popular, how visitors navigate through your site, common entry pages, and where visitors often leaverepparttar 121376 site. You can also determinerepparttar 121377 number of different visitors to your site as well asrepparttar 121378 percent of visitors converted to customers. By using a traffic analysis service or software (often available through your hosting service), you can streamlinerepparttar 121379 process.

** Market Research Resources **

Links to and summaries of research sites of all kinds mentioned can be found on Web Site Marketing Plan's Research and Data Analysis Resources page: http://www.websitemarketingplan.com/SR12.htm

Bobette Kyle is author of "How Much For Just the Spider? Strategic Web Site Marketing." She used techniques detailed in the book to bring her own site, WebSiteMarketingPlan.com, from a ranking of 17 million to 59 thousand+ in less than four months. http://www.WebSiteMarketingPlan.com/sr.htm

Copyright 2002 Bobette Kyle. All Rights Reserved.


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