market research playbook reloaded

Daniel Casarin strategic & creative partner @advmedialab

daniel@advmedialab.com +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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Marketplace analysis

Fonte: smartinsights.com

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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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L’output

Fonte: smartinsights.com

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Transparency is the new black

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L’output

Fonte: smartinsights.com

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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

daniel@advmedialab.com +39 345 5755352 skype daniel-casarin