CHAPTER 2

ONLINE MARKETPLACE ANALYSIS:

MICRO-ENVIRONMENT
Professor Dr Rafiuddin Ahmed
M: 8801760928099
INTRODUCTION TO THE
ONLINE MARKETPLACE

• THE ONLINE MARKETPLACE IS A DIGITAL

PLATFORM WHERE CONSUMER PURCHASE
DECISIONS ARE INFLUENCED BY VARIOUS
ONLINE TOUCHPOINTS.
• KEY TOUCHPOINTS INCLUDE SEARCH
RESULTS, CUSTOMER REVIEWS, SOCIAL
MEDIA, AND COMPANY WEBSITES.
• THE COMPLEXITY OF THE CUSTOMER
JOURNEY HAS INCREASED DUE TO
MULTISCREENING BEHAVIOR.
• TRADITIONAL MARKETING
COMMUNICATIONS ARE SUPPLEMENTED BY
DIGITAL INTERACTIONS.
 SITUATION ANALYSIS FOR
DIGITAL MARKETING
▪ SITUATION ANALYSIS INVOLVES COLLECTING
AND REVIEWING INFORMATION ABOUT AN
ORGANIZATION'S EXTERNAL AND INTERNAL
ENVIRONMENTS.
▪ IT HELPS REFINE STRATEGIES BY IDENTIFYING
OPPORTUNITIES AND THREATS.
▪ KEY COMPONENTS INCLUDE CUSTOMER
ANALYSIS, MARKETPLACE ANALYSIS,
COMPETITOR BENCHMARKING, AND MACRO-
ENVIRONMENT REVIEW.
▪ IT ALSO ASSESSES THE EFFECTIVENESS OF
CURRENT DIGITAL MARKETING APPROACHES.
 ▪ DIGITAL PROPOSITIONS SHOULD BE BASED ON
CUSTOMER CHARACTERISTICS, BEHAVIORS, NEEDS,
AND WANTS.

UNDERSTANDING ▪ CUSTOMERS ENGAGE WITH MULTIPLE ONLINE

SOURCES DURING THEIR PURCHASE JOURNEY.
THE CUSTOMER ▪ THE ZERO MOMENT OF TRUTH (ZMOT) HIGHLIGHTS
BEHAVIOR THE INFLUENCE OF ONLINE AND OFFLINE FACTORS
ON PURCHASE DECISIONS.
▪ CUSTOMER JOURNEY MAPS CAN MODEL BEHAVIORS
OF DIFFERENT AUDIENCE PERSONAS.
 MARKETPLACE ANALYSIS COMPONENTS

▪ ANALYZE MAIN ONLINE INFLUENCES ON PURCHASE

DECISIONS, INCLUDING SEARCH ENGINES AND
SOCIAL NETWORKS.
▪ IDENTIFY OPPORTUNITIES AND THREATS FROM
DIGITAL MEDIA AND TECHNOLOGY.
▪ REVIEW COMPETITORS' CUSTOMER PROPOSITIONS
AND COMMUNICATIONS FOR BENCHMARKING.
▪ ASSESS THE WIDER MACRO-ENVIRONMENT,
INCLUDING SOCIAL, LEGAL, AND TECHNOLOGICAL
INFLUENCES.
THE DIGITAL MARKETING ENVIRONMENT:
MICRO VS. MACRO

▪ MICRO-ENVIRONMENT FOCUSES ON
IMMEDIATE TRADING FACTORS: CUSTOMERS,
COMPETITORS, INTERMEDIARIES, AND
SUPPLIERS.
▪ MACRO-ENVIRONMENT INCLUDES EXTERNAL
FORCES AFFECTING SUCCESS: ECONOMIC,
LEGAL, SOCIAL, AND POLITICAL FACTORS.
▪ UNDERSTANDING BOTH ENVIRONMENTS IS
CRUCIAL FOR EFFECTIVE DIGITAL MARKETING
STRATEGY.
▪ ENVIRONMENTAL SCANNING HELPS MONITOR
CHANGES THAT IMPACT PLANNING.
 CLICK ECOSYSTEM EXPLAINED

THE CLICK IT INCLUDES UNDERSTANDING THIS IT INFORMS

ECOSYSTEM INTERACTIONS ECOSYSTEM HELPS STRATEGIES TO
DESCRIBES CUSTOMER BETWEEN SEARCH DEFINE COMPETITIVE ATTRACT AND RETAIN
BEHAVIOR AND FLOW ENGINES, MEDIA SITES, MARKET DYNAMICS. CUSTOMERS ONLINE.
OF ONLINE VISITORS. AND COMPETITORS.
 UNDERSTANDING CUSTOMER JOURNEY

▪ CUSTOMER JOURNEYS CONSIST OF

VARIOUS TOUCHPOINTS INFLUENCING
PURCHASE DECISIONS.
▪ TOUCHPOINTS CAN BE CATEGORIZED
AS PAID, OWNED, OR EARNED MEDIA.
▪ MAPPING CUSTOMER JOURNEYS HELPS
IDENTIFY CRITICAL MOMENTS IN THE
DECISION-MAKING PROCESS.
▪ UNDERSTANDING THESE TOUCHPOINTS
ENHANCES MARKETING EFFECTIVENESS.
ONLINE MARKETPLACE MAP OVERVIEW

▪ THE ONLINE MARKETPLACE MAP

SUMMARIZES CUSTOMER GROUPS AND
THEIR SEARCH BEHAVIORS.
▪ IT IDENTIFIES KEY SEARCH INTERMEDIARIES,
AGGREGATORS, AND DESTINATION SITES.
▪ UNDERSTANDING CUSTOMER SEGMENTS
AIDS IN TAILORING MARKETING
STRATEGIES.
▪ IT HIGHLIGHTS THE IMPORTANCE OF
SEARCH ENGINES AND MEDIA SITES IN THE
CUSTOMER JOURNEY.
RESOURCES FOR ANALYZING THE ONLINE
MARKETPLACE

Digital marketers should utilize These resources help assess

both free and paid analytical current internet usage and
services. future trends.

Understanding unique visitors Continuous research informs

and site traffic is crucial for effective digital marketing
strategy development. practices.
 ▪ CUSTOMER FEEDBACK IS ESSENTIAL FOR
MANAGING AND IMPROVING SERVICE
QUALITY.
IMPORTANCE OF ▪ WEB ANALYTICS HELP UNDERSTAND VISITOR
BEHAVIOR AND IDENTIFY IMPROVEMENT
CUSTOMER AREAS.
FEEDBACK ▪ HEAT MAP TECHNOLOGY REVEALS USER
ENGAGEMENT AND AREAS OF INTEREST.
▪ REGULAR FEEDBACK LOOPS ENHANCE
CUSTOMER SATISFACTION AND LOYALTY.
 EMERGING DIGITAL MARKETING TRENDS

NEW APPROACHES ENHANCING EMAIL SOCIAL MEDIA IS STAYING UPDATED

INCLUDE THE USE OF CAMPAIGNS CAN VITAL FOR BUILDING WITH TRENDS IS
VIDEO CONTENT, IMPROVE CUSTOMER BRAND RELATIONSHIPS CRUCIAL FOR
PARTICULARLY ON ENGAGEMENT. AND ENGAGING MAINTAINING
PLATFORMS LIKE CUSTOMERS. COMPETITIVE
YOUTUBE. ADVANTAGE.
 ▪ KPIS ARE ESSENTIAL FOR MEASURING THE
EFFECTIVENESS OF DIGITAL MARKETING
STRATEGIES.
KEY ▪ THEY PROVIDE INSIGHTS INTO CUSTOMER
PERFORMANCE ENGAGEMENT, CONVERSION RATES, AND
OVERALL PERFORMANCE.
INDICATORS (KPIS) ▪ REGULARLY REVIEWING KPIS HELPS IDENTIFY
AREAS FOR IMPROVEMENT.
▪ DASHBOARDS CAN VISUALIZE PERFORMANCE
METRICS FOR BETTER DECISION-MAKING.
CUSTOMER ANALYSIS

▪ CUSTOMER ANALYSIS FOCUSES ON

UNDERSTANDING CUSTOMER NEEDS AND
BEHAVIORS.
▪ KEY AREAS INCLUDE DEMAND ANALYSIS AND
DIGITAL CONSUMER BEHAVIOR.
▪ DEMAND ANALYSIS EVALUATES POTENTIAL
AND ACTUAL VISITOR VOLUME TO ONLINE
PLATFORMS.
▪ CUSTOMER INSIGHT IS DERIVED FROM
QUALITATIVE AND QUANTITATIVE DATA.
▪ SEGMENTING CUSTOMERS HELPS TAILOR
MARKETING STRATEGIES EFFECTIVELY.
 DEMAND ANALYSIS

DEMAND ANALYSIS ASSESSES HOW CUSTOMERS USE DIGITAL

SERVICES. IT IDENTIFIES OPPORTUNITIES FOR INFLUENCING
ONLINE SALES.

FACTORS TO CONSIDER:
▪ ACCESS TO DIGITAL CHANNELS
▪ USE OF ONLINE SERVICES
▪ INFLUENCE OF DIGITAL CHANNELS ON PURCHASING
▪ CROSS-CHANNEL PURCHASING BEHAVIORS
 CONVERSION MODELS
CONVERSION MARKETING MAXIMIZES THE TRANSITION
FROM POTENTIAL TO ACTUAL CUSTOMERS.

KEY RATIOS INCLUDE:

1. AWARENESS EFFICIENCY
2. ATTRACTABILITY EFFICIENCY
3. ENGAGEMENT EFFICIENCY
4. CONVERSION EFFICIENCY
5. RETENTION EFFICIENCY

ANALYZING CLICKSTREAM DATA HELPS IMPROVE

CONVERSION RATES.
 CONSUMER CHOICE AND DIGITAL INFLUENCE

Digital media The Internet is Consumers are more Marketers must adapt
significantly impact integral to the informed and utilize to these changing
consumer buying research process at multiple sources for consumer behaviors.
decisions. all stages. decision-making.
 CONSUMER TRANSACTIONS ONLINE

▪ ONLINE PURCHASING VARIES BY

CONSUMER DEMOGRAPHICS AND
PRODUCT CATEGORIES.
▪ CONVENIENCE DRIVES ONLINE
SHOPPING, WHILE IN-STORE PREFERENCE
CAN BE A BARRIER.
▪ MARKETERS MUST ADDRESS THESE
FACTORS TO ENHANCE ONLINE SALES.
ONLINE CONSUMER BEHAVIOR AND MARKETING
IMPLICATIONS

ANALYZING ONLINE KEY ASPECTS INCLUDE UNDERSTANDING THE

BEHAVIOR IS CRUCIAL CUSTOMER BUYING PROCESS HELPS
FOR EFFECTIVE DIGITAL CHARACTERISTICS AND IN APPLYING DIGITAL
MARKETING. PERSONAS. MARKETING
TECHNIQUES.
CUSTOMER CHARACTERISTICS

▪ CUSTOMER CHARACTERISTICS INCLUDE

DEMOGRAPHICS AND
PSYCHOGRAPHICS.
▪ DEMOGRAPHICS COVER AGE, GENDER,
INCOME, AND LOCATION.
▪ PSYCHOGRAPHICS FOCUS ON LIFESTYLE,
PERSONALITY, AND VALUES.
▪ THESE VARIABLES HELP MARKETERS
TAILOR THEIR STRATEGIES EFFECTIVELY.
FRAMEWORK FOR ONLINE CUSTOMER
EXPERIENCES

CUSTOMER INTERACTIONS WITH WEBSITES SHAPE THEIR

EXPERIENCES.

KEY CONCEPTS INCLUDE:

1. INFORMATION PROCESSING (IP)
2. PERCEIVED EASE OF USE
3. PERCEIVED USEFULNESS

POSITIVE EXPERIENCES LEAD TO LONG-TERM CUSTOMER

RELATIONSHIPS.
 IMPLICATIONS FOR MARKETING PLANNING

▪ UNDERSTANDING THE MICRO-ENVIRONMENT

INFORMS MARKETING STRATEGIES.
▪ MARKETERS MUST ADAPT TO CUSTOMER
BEHAVIORS AND PREFERENCES.
▪ CONTINUOUS ANALYSIS OF COMPETITORS AND
SUPPLIERS IS ESSENTIAL.
▪ EFFECTIVE MARKETING PLANNING LEADS TO
IMPROVED CUSTOMER ENGAGEMENT AND SALES.
DIGITAL BUSINESS MODEL FOR E-COMMERCE
THANK YOU