Segment of Online Traffic and prospects for Internet Branding
The Internet branding process will begin with a focus on customer need:
The Internet branding process will begin with a focus on customer need:
Needs based segmentation: first online visitors/prospects will be grouped into segments
based on their similar needs and benefits sought.
Segment identification: further selecting visitors/prospects characteristics including usage
behaviors that make the segment distinctive and actionable.
Segment attractiveness: evaluating the business value in terms of economic value and
strategic fit of each needs-based segment
Segment profitability: estimating the net marketing profit contribution from each potential
segment through Internet or e-commerce.
Segment positioning: creating a value proposition and product/price offering based on each
segment's customer needs and buying characteristics.
Segment "acid test" - creating and testing strategic communications for implementing each
segment's positioning.
Marketing mix strategy: creating a complete marketing program (product, price, promotion,
and distribution) to implement the positioning strategy.
Implementation: While implementation branding strategy, the identified gaps are covered by
various exercises like training of staff interacting with different touch points. Every touch-point
between the company and the customer becomes an input to brand image.
based on their similar needs and benefits sought.
Segment identification: further selecting visitors/prospects characteristics including usage
behaviors that make the segment distinctive and actionable.
Segment attractiveness: evaluating the business value in terms of economic value and
strategic fit of each needs-based segment
Segment profitability: estimating the net marketing profit contribution from each potential
segment through Internet or e-commerce.
Segment positioning: creating a value proposition and product/price offering based on each
segment's customer needs and buying characteristics.
Segment "acid test" - creating and testing strategic communications for implementing each
segment's positioning.
Marketing mix strategy: creating a complete marketing program (product, price, promotion,
and distribution) to implement the positioning strategy.
Implementation: While implementation branding strategy, the identified gaps are covered by
various exercises like training of staff interacting with different touch points. Every touch-point
between the company and the customer becomes an input to brand image.
| Sanjay Kumar Sharma Internet Marketing Consultant sanjay@internet-marketing-consultancy.com |
