To plan and implement effective Web marketing strategies, it is critical to identify any disparities between your company and your competitors. The key factor in the decision by customers to choose your products (goods or services) is either that your products have a great deal in common with the customer's values or that your products are comparatively closer to the customer's values when compared with competing products. Customers may purchase your products even if they are not completely satisfied with your services, provided your services prove to be better than the services of competitors, and vice versa. In the clarification of the present situation using the framework for Six Sigma shown at right, clarifying disparities with competitors is a crucial point.
However, products that are superior to the offerings of competitors do not always sell well. Even the best products will not sell if their best features are not conveyed to targeted customers.
Factors affecting the customers' evaluation of products are broadly categorized into "direct contact and experience" with the product and "contact with information" related to the product. The latter includes how the product is received among users and information found in the media and in Web communications. These serve as important judgment standards for potential customers who have not yet used your product.
In the survey and consultation service, the disparities between your company and your competitors are surveyed with regard to the important marketing communications discussed above. In the survey, upon full understanding of the products and identifying major customers in the business (the strategic target), the recognition and customer draw of the competing websites, user understanding of their products, how demand is being stimulated and best practice for the sales promotion are investigated based on AIDMA Law. We can also provide support for developing appropriate marketing plans, based on the survey results. Our service can help you significantly when you are renewing your website or preparing Web marketing plans.
Objectives of the Service
- To clarify the "facts" which can be the material for developing Web marketing plans, and to offer specific plans
- To clarify the position of your company in the market based on scientific surveys on competitive situations, without relying on experience, intuition and courage
- To clarify the gap between the "actual situations" and the "way things should be," which is necessary for preparing appropriate Web marketing plans
Scope of Service
- Identify the best practices for competitive Web marketing based on benchmark surveys of competing websites
- Support for Web marketing planning based on the above surveys
Survey Methods Used
Marketing methods
- SWOT analysis
- AIDMA Law
- Contacting point strategies
- Four Ps of the marketing mix
Six Sigma
- Quality Function Development (QFD)
- Cause and effect diagram (fishbone diagram)
Web marketing methods
- Internet viewing rates survey
- Access log analysis
- SEO measures
- Human-centered design (Web usability)
- Accessibility
- Compliance with Web standards
Survey Perspective and Items
Survey items are customized to suit your needs and budget; but surveys are basically performed from the following four viewpoints, based on AIDMA Law.
- The ability of your website to draw customers, and to bolster corporate and brand recognition
- Establishing a position, and promoting understanding about your businesses and products
- Attaining customers (through inquiries, requests for materials, product purchasing and other means)
- Customer maintenance, enhancement of usage frequency (promotion of sales of related products and better-grade products)
| Survey Perspectives | Key Elements of the Competition Survey |
|---|---|
| 1. The ability of your website to draw customers, and to bolster corporate and brand recognition |
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| 2. Establishing a position, and promoting understanding about your businesses and products |
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| 3. Obtaining customers (through inquiries, requests for materials, product purchasing and other means) |
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| 4. Retaining customers, enhancement of usage frequency (promotion of sales of related products and better-grade products) |
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Procedural Flow for the Service
* If you prefer, we can perform surveys only, without presenting specific marketing plans.
Related Services
- Spiral Log Analysis (Periodic Measurement & Reporting)
- Supports management of Web strategy scopes by periodically measuring the effects of measures implemented
- Usability Check
- Diagnoses and reports on the usability of your company's website, such as whether customers have been lost because of inconvenience while using the site
- Search Engine Branding Solution
- A Web branding consultation service that covers everything from the preparation of Web branding strategies to the development of Internet communication plans
- Web Strategy Scope Solution
- A consultation service in which a Web strategy scope (the necessary content and content operation plans) suited for maturation of the website is presented, for website improvement directly related to your corporate strategies
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