Question

Topic: Student Questions

Online Marketing Communication Channel

Posted by d.cagli on 12/15/2016 at 11:28 AM ET 125 Points
Hello Marketingfriends,

I am writing my Bachelor thesis about online marketing and I am trying to seek information about what a suitable communication plan for a German online shop (B2C) is to acquire more customers for their homepage and to increase their sales in the Dutch market.

Maybe there is someone who is able to answer some question I have listed below:

- What is in your opinion the most efficient communication channel at this time?

- How does an efficient communication channel look like?

- What do people focus on when shopping online Price/Quality/ Home page design/ Layout of homepage/ reliability or other suggestions?

- What are main components a good homepage need to have?

- What is important for a company when the attention is to create a communication plan for
an online shop?

In my Secondary Data analysis I will use these models as a part of a communication plan
would you guys agree that these are good models to analyse the micro and macro environment of the company and to get information about the behaviour of the cosumer and competitor?

1.1 SWOT analysis
1.2 Marketing Mix
1.3 Industry analysis: Porter´s five forces
1.4 Consumer buying behavior B2C

Hope you guys could help me out with my dillema :)

Thank you guys in advance,
Kind regards,
Dilan
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RESPONSES

  • Posted by mgoodman on 12/15/2016 at 12:14 PM Accepted
    Before you dive into this, you need to interview at least a dozen people in your primary target audience to see how THEY make purchase decisions in your category. Where do they purchase today? Why? What do they like/dislike about the current process? What do they wish were different? How would they change things? Values, beliefs, attitudes, habits, practices, awareness, purchase frequency, etc., etc.

    And the best way to conduct these interviews is in person, one-on-one. That way they can see you taking notes, asking follow-up questions, read your body language (and vice-versa), etc.
  • Posted by Shelley Ryan on 1/5/2017 at 11:40 AM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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