The Myth of the 8 Hour Workday! Why we need a New Approach to Productivity
How the 8 Hour Workday Concept Became the Gold Standard and Why it is Outdated One of the enduring legacies of the First Industrial Revolution is the approach to measuring personal and organizational productivity. With the advent of Manufacturing firms and industries where hard labour was required, productivity was usually measured in linear terms such […]
Integrated Marketing Communications – Meaning and its Components
It is essential for organizations to promote their brands well among the end-users not only to outshine competitors but also survive in the long run. Brand promotion increases awareness of products and services and eventually increases their sales, yielding high profits and revenue for the organization. To understand integrated marketing communication, let us first understand […]
Mintzberg and Quinn’s Model of Change
Mintzberg and Quin (1991) proposed 4 broad situational factors which can influence the extent to which an organization can change. These factors are organizational age and size, the technical systems of the organization, organizational environment and the nature of control exerted from various sources. Organizational Age and Size: This is one of the most important […]
Facility Layout – Objectives, Design and Factors Affecting the Layout
Introduction For an organization to have an effective and efficient manufacturing unit, it is important that special attention is given to facility layout. Facility layout is an arrangement of different aspects of manufacturing in an appropriate manner as to achieve desired production results. Facility layout considers available space, final product, safety of users and facility […]
Conducting the Knowledge Transfer
The Six Sigma project is not complete until the concerned personnel who have to operate the process have the know-how to do so. Many Six Sigma projects have failed because the project team was overjoyed at achieving success. However, one must not forget that improvements are only on paper until they are implemented. And there […]
Building an E Marketing plan for any business or product is quite engaging and challenging. What makes it more interesting is the fact that unlike traditional channels where one needs to depend upon market surveys and other means to gauge the customer behaviour, using the internet search data one can have instant feedback about the customer and this data can then be analyzed and used for building product strategy as well as marketing strategy.
Search is the basic tool that links customers to the product and to the seller on the internet. The search engines have built in processes and algorithms to identify, collect data and work on the data of the search words used by the millions of internet users.
Most often the search words are limited to one or maximum of three words. The variations and the words used by the searchers may vary but will still be relevant to one subject. If you take an example of Americans and Canadians looking to migrate to Mexico for retirement, you will find that there are several thousand hits on words like ‘Migrate to Mexico’, ‘Expat heaven in Mexico’ and Retirement in Mexico’ etc.
The search engines capture and analyze all the data and are built to prompt words to the users. When one types a few letters, the search engine prompts the rest of the options, which shows that the search engine has the data on the most sought after information on the internet and in the area that one is looking at.
The search data can be extrapolated to yield a variety of information about the Consumer behaviour. The data can be analyzed to understand what exactly the customer’s intent is, what exactly the prospective customer is looking for and more details about how many customers are looking for the same information, the geographical location of the searchers etc. All of these details generated can be and are being used by companies and incorporated to build better products and services that the customers are looking for and also to build the exact fit.
Take the case of accommodation during summer in UK. From the search information data of the millions of users who search for specific information about accommodation in UK, very many details regarding the exact location, the type and size of accommodation as well as the budget and other requirements can be tabulated.
The number of prospective customers can also be mapped location wise. Such kind of detailed analysis can help a tour operator to custom build products that suit the customers keeping in line with the findings.
In case of car sales, the Car manufacturing company can get to see who and how many are looking for what kinds of cars, what are their specific requirements in terms of priority be it with safety features, the speed, the mileage or the cost etc.
Besides, the marketing communication can also be targeted at the specific customer group making it more specific and customised to attract attention. The data helps build customer specific and one to one marketing communication. All of the marketing and branding exercise can be done at costs that are miniscule compared to the traditional media advertising.
Keeping in line with changing lifestyle and economics, the customer behaviour is varying and changing. This can also be tracked easily using the search data and depending upon the report; product and services can be modified or suited to meet the new requirements. Besides, the data gathered about the consumer behaviour can also be used to build the marketing strategy for the traditional channels too.
The search data gives you a lot of insight into your customer, his background, his habits, preferences as well as his buying behaviour. It also provides a picture about the competition too.
The size of the market, the sensitivities of the market and consumer, provide the marketer with specific information that can help in building products and services which match with the customer expectation and one can look at means and ways to beat competition too.
If the customer is looking for ‘Cheapest’ and not necessarily the ‘Best’, you know how you have got to position your product to such customer.
SEO Optimization is a part of the E-Marketing plan that uses the search data and the key word to build relevant links and website content and to attract the customer. This apart, the marketing managers find the search data to be a gold mine that gives them complete insight into the customer and helps build the product, pricing, promotion and distribution strategies to suit the customer needs.
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