A consideration of customers, users and consumers and their online behaviour...

1. 5

2. 1
2
3
4
5
6
situation analysis
objectives
strategy
tactics
action
control

3. • Regional
• National
• International
• Age
• Gender
• Family
• MOSAIC
• ACORN
• Income
• Occupation
• Education
• Religion
• Race
• Class

4. • Lifestyle
• Personality
• Benefits sought
• Purchase occasion
• Attitude
• Usage rate
• User status
• Loyalty

6. How many pages of results browsed…
What is searched for…
When do they search…
Shift towards longer strings
2 weeks = 1billion google searches in the UK
…90% visit the second page

7. …device used
…dwell time
…page views

10. online behaviour…
…sentiment
…which media are used?

15. lies, damn lies… and facebook
People don’t tell you things about themselves that may reflect
poorly (or they imagine may reflect poorly) on them

16. media consumption...

19. perceived risk…

20. …can be formed through research

21. Information Search

22. platform

23. …finally
How would they feel?

26. Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet
Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice
Hall
Smith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition).
Elsevier Butterworth Heinemann
Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation London: Kogan Page
http://www.smartinsights.com/
http://www.e-consultancy.com/
http://www.google.com/analytics/features/
http://www.experian.co.uk/marketing-services/mosaic-digital-
insights.html
http://blog.kissmetrics.com/
http://www.forrester.com
/http://www.ons.gov.uk/ons/