SITE’S MARKETING ANALYSIS
Integrated marketing express analysis of a site: this service provides an all-around analysis of the client’s product, service, or site and its online market environment. The service helps to define the product’s position on the Web and to carry out a competitive and market analysis of the target segment and the target audience.
Market analysis of a site is particularly useful for those who want to expand their area of activity on the Web, bring a new brand onto the market, or strengthen the position they already have.
The results of the express-analysis will help you make tactical and strategic decisions about a product’s marketing promotion, positioning, and development online by providing a clear and precise cross-section of your market environment.
The components of marketing analysis :
Our integrated marketing analysis consists of five main stages:
Analysis of the market segment. This is an analysis of the general state of the target segment, enabling you to assess the volume and potential scope of the market, as well as the tendencies and distinctive characteristics of its development.
Why this is necessary: this type of analysis allows you to form a strategic vision and to get an idea of the market’s potential and scope, as well as answer a number of important questions:
What is the current and the potential volume of the online target market?
What is happening to the target market, where is it going, and what are its inherent tendencies?
Competitive analysis. This is an analysis of the competitive online environment, identifying the main competitors and their characteristics and parameters. It also includes an analysis of the competition’s audience, and its strengths and weaknesses. This unit of the analysis includes a detailed description of 3-4 competitor sites as well as an express analysis of their usability.
Why this is necessary: competitive analysis allows you to receive information about the competition, find out its strengths and weaknesses, as well as its strategic advantages. This knowledge not only allows you to increase your efficiency, but also to stand up to the competition better, and answer the following questions:
How can I stand up to the competition?
What are my competition’s strengths and weaknesses?
Why is a competitor’s online business more successful?
Which methods and distinctive qualities of the competition should I copy or equip myself with?
Analysis of the target audience. This analysis enable us to understand the description of the online target audience, identifying its structure, volume, and dynamics. In this unit we conduct an analysis of the target audience’s opinions and preferences in relation to the market product as a whole and your product in particular, as well as their opinions and preferences in relation to the online competition. It also make us analyzes the target audience’s needs, the factors involved in its decision-making process when making a purchase, and so on.
Why this is necessary: analysis of the target audience gives us a clear idea about who your online target audience is. This knowledge is particularly important for developing your positioning and carrying out advertising work. An analysis of the audience’s opinions and ways of thinking in the internet environment allows us to “get involved” in the target audience, understanding what interest it, which factors in decision making process are key, why the audience likes or dislikes your site or product, as well as your competitors’. You will receive answers to the following questions:
Who is my target audience and what are its qualities?
Why is a competitor’s site more popular?
Which factors influence the audience’s decision to make a purchase or to take another target action?
What attracts the target audience and what scares it away?
What does the target audience lack?
What additional options can I offer to the target audience?
Analysis of foreign practices. This includes a concise overview of the tendencies of the target market segment’s development abroad, including the distinctive qualities in the functionality of analogous projects and online promotional methods. Which allow us to generate detailed description and profiling of 2-3 of your foreign analogues.
Why this is necessary: considering the Russian Internet’s several-year delay behind the Western Internet, this analytical information allows us to be more precise in predicting the developmental scenario of the target segment in Russia as well as to use the best foreign practices when developing suggestions on developing and promoting your product or site.
Conclusions and recommendations. This is the final stage of our audit, where we draw conclusions and summarize the results of the data we’ve collected and analyzed. This stage includes a list of practical, as well as strategic, suggestions for developing, positioning, and marketing your product or site on the Web.
In-depth analysis of market forces, target audiences, competition, as well as foreign experience can be carried out as part of the project of developing an online strategy. An online strategy presupposes detailed research of the market and a description of a large number of competitors, an analysis of their business models and market activities, promotional campaigns, and so on. A project that develops an integrated online strategy results in well-designed positioning of the product or site, which becomes a basis for developing a communicative strategy and composing a media plan for the site’s integrated online promotion.