In order to proceed through this presentation simply click the left mouse button to view the next st

1
INSTRUCTIONS FOR USING THIS PRESENTATION
In order to proceed through this presentation
simply click the left mouse button to view the
next step of the presentation. TRY IT NOW
The green buttons at the bottom of the page will
enable you to advance to the next slide or go
back to the previous slide if you need to review
information. TRY IT NOW - GO TO THE NEXT PAGE AND
THEN COME BACK HERE
Links to the internet sites that you need to view
can be clicked on and you will be brought to the
proper web site. TRY IT NOW ScoresUp.com
Assignments within the presentation should be
done before moving forward to the next step.
2
UNIT 3 MARKETING ON THE WEB
Lesson 7 Market Research and On-Line Direct
Marketing
Contents of Material in this Lesson
Topic (Click on link to go directly to that
topic) Page I. Marketing 1 II. Market
Research 2 Assignment 7.1 3 A.
Target Market 4 B.
Demographics 4 Assignment 7.2
4 C. Product Research
5 Assignment 7.3 5 III.
Marketing Plan 6 Assignment 7.4
7 IV. Direct Marketing 7 A. ADIA
8 Assignment 7.5 9
3
UNIT 3 MARKETING ON THE WEB
Lesson 7 Market Research and On-Line Direct
Marketing
I. Marketing The process of transferring
information about your product or service to the
consumer.
The internet allows for unique ways of marketing
due to its two way communication system, the ease
of reaching a target market, and the availability
of receiving instant feedback.
We will look at the methods to use on the
internet to market a product in general and use
what we learn to market ScoresUp.com
4
II. Market Research Locating information about
different products, competition, and/or
consumers.
Using the web, a business can easily evaluate the
strengths and weaknesses of the competition, the
products and services they offer, and the
advertising and promotional methods they use.
This is referred to as benchmarking.
Gathering this information helps you to organize
your business and business strategies in a way to
gain an advantage over the competition. You can
emulate (copy) their strong points and improve
upon their weak points.
5
Assignment 7.1 Go to sportsline.com and espn.com
to research and evaluate two different sports
sites. On a sheet of paper write down the
answers to these questions. 1. Who is the target
market for these sites? 2. How often do you
think the content of the site is updated? 3.
What kind of products or services, if any, do
they market any products or services for their
users to buy? 4. What methods do they use to
encourage feedback, responses, or communication
from their users? 5. What are some strong points
about the site that we should emulate at
ScoresUp.com 6. What are some weak points about
the site we can improve upon that we can include
in our site?
6
A. Target Market The group of people that a
business wants to reach to promote its product or
service.
B. Demographics The study of consumers buying
habits based upon their income, geographic
location, age, occupation, and other factors.
Assignment 7.2 1. On a sheet of paper write down
the demographics of the target market for our
ScoresUp.com business.
2. Do you think the web is a good way to reach
your target market? Why or why not?
3. Go to cyberatlas.com and check the
demographics of internet users. Since this site
changes frequently your instructor will let you
know what information to search for.
4. Why do you think it is important to
understand the demographics of your target market
when creating your market plan?
7
C. Product Research A business can use the
internet to research different products they plan
to offer. B2B (Business to Business) is becoming
a very popular way for businesses to obtain,
trade, and sell products.
Assignment 7.3 Do a search on the internet to
find sources for where our business can purchase
products that could contain our logo. (For
example, key chains, t shirts, hats etc.) Begin
your search with one of these search engines
google.com yahoo.com lycos.com On a piece of
paper write down these sites with their URL and
the products they sell. We may use these sites
later, so the more options you find, the more
choices we will have.
8

• III. Marketing Plan A document that is used as
  a guide to achieving your marketing goals. Goals
  may be to increase revenue, increase brand
  awareness, or recruit new users. Examples of
  goals for the plan may include

• Establishing new sales channels
• Increasing Revenue
• Increasing Brand awareness
• Recruiting employees or subscribers
• Getting customer information
• Improving customer service
• Competitive advantages or differences
• Target markets
• Advertising strategies
• Sales strategies
• Pricing
• Revenue Goals

9
Assignment 7.4 According to the Marketing Plan
section of our business plan that we created in
Lesson 4, answer the following questions. 1.
What advertising strategies are we going to
use? 2. What is our competitive advantage over
other information providers, such as
TimesUnion.com, or other High school sports
sites. 3. How are we going to obtain customer
information.
IV. Direct Marketing A marketing strategy that
involves targeting potential users and delivering
information directly to them.
10
A business should follow the ADIA model in their
direct marketing efforts.
ADIA Attention Desire Interest Action
Attention - Businesses have only seconds to
capture consumer Attention. This is the first
step in gaining consumers. Did this animation
catch your attention?
Desire - Create Desire by interacting with
visitors. Providing contests, quizes, and email
feedback will give the consumers a desire to view
and stay on the site.
Interest - Next, businesses must create Interest
by providing useful information. This continues
to hold their attention, and keeps them coming
back.
Action - Lead visitors to Action. Have visitors
give their contact information, purchase a
product or leave a message.
11
Assignment 7.5 On our ScoresUp.com web site we
have a few things that demonstrate the ADIA
model. 1. List the items on our site that grab
the users attention. 2. Develop two more items
that could further grab their attention. 3. List
the items on our site that create a desire in the
users.. 4. Develop two more items that could
further create a desire. 5. List the items on
our site that lead the customer to take
action. 6. Develop two more items that could
lead the customer to take action.
12
End of Lesson 7 Make sure you have handed in the
following assignments.
1. Assignment 7.1 - Search of espn.com and
sportsline.com 2. Assignment 7.2 - Demographics
and target market 3. Assignment 7.3 - B2B
purchase sites. 4. Assignment 7.4 - Marketing
Plan questions 5. Assignment 7.5 - ADIA
End Lesson