Developing an Internet Marketing Plan
Part 3: Customer Analysis
Issue 76, April 1, 2000
Circulation 91,658

Dear Friends,

I know that many people think that Web marketing is spewing forth a collection of promotion techniques. Not so. It starts with the customer, either the individual your retail or services site may by targeting, or the company your B2B (business to business) site has as its customer. In our series about Developing an Internet Marketing Plan, understanding your customer is at the core.

I love Spring. Here in Northern California the fiddlenecks are just unrolling their heads, and soon we'll see a whole carpet of blues and whites and purples as the lupine and vetch run wild. I love it. (Apologies to my friends in South Africa and Down Under who are enjoying autumn.) Easter is coming soon. If you'd like to understand this celebration better, I invite you to read some of the articles I've written over the years at http://joyfulheart.com/easter/ One I especially enjoyed writing was "The Day Peter Ran" http://joyfulheart.com/easter/peter-ran.htm

By now you've probably guessed that I'm excited about my new e-mail newsletter Doctor Ebiz, that consists of questions and answers to help small businesses learn to succeed online. For the month of April ONLY I'm offering you a chance to win a Palm Pilot IIIX hand-held computer. If you're a new subscriber, you will be entered in the Doctor Ebiz Palm Pilot Sweepstakes http://doctorebiz.com/offers/sweepstakes.htm I'll only be offering this contest in April. I know you've been planning to subscribe -- why not right now.

Okay, friends, we're off to explore how your customer fits at the core of your Internet Marketing Plan.

God bless you,
Dr. Ralph F. Wilson, Editor

• Part 1: Strategic Planning
• Part 2: Situation Analysis
• Part 3: Customer Analysis
• Part 4: Market and Product Focus
• Part 5: Positioning, 4Ps, Product
• Part 6: Pricing Strategy
• Part 7: Product Distribution
• Part 8: Internet Promotion

Preparing a Customer Profile for Your Internet Marketing Plan

Here are some of the important factors to consider when learning about your customers. The better you know them, the more effectively you can market to them. Read the Article

Determining Customer Lifetime Value for Your Internet Marketing Plan

Only when you know how much profit a customer brings you over a two or three year period, are you ready to develop an effective Internet Marketing Plan. Read the Article

Knowing Your Customers

Author Joanne Gucwa, President of Technology Management Associates, Inc. has some tips to help you get a better handle on what your customer's are thinking. Read the Article

Online Demographic Resources

American Demographic http://www.marketingtools.com/

Web marketing demographic studies About 172 articles and demographic studies online.

Shopper Online Buying Behaviors (subscribers only) about 219 articles and studies of online shopper behavior.

CyberAtlas http://www.cyberatlas.com

eMarketer eStats http://www.emarketer.com/estats/welcome.html

Nua Internet Surveys http://www.nua.ie/

Web Commerce Today -- an E-Commerce Winner

What's the difference between Web Marketing Today that you're reading now (FREE), and Web Commerce Today which costs $49.95 annually? This is it:

• Web Marketing Today (free) focuses on marketing, site promotion, and building traffic
• Web Commerce Today ($49.95) concentrates on e-commerce, making the online sale transaction, increasing the conversion rate. A subscription also includes access to our entire 6,300 article E-Commerce Research Room database to speed researching your business plan, determining what shopping cart is right for you, etc. http://www.wilsonweb.com/wct/

In January Web Commerce Today was praised in Business Week as "bar none the best e-commerce resource out there."

If you're serious about selling products online, weigh a $49.95 investment against the thousands and thousands of dollars you're hoping to make. If you fail to invest $49.95 to learn now, a wonderful opportunity may pass you by. Subscribe now! http://www.wilsonweb.com/wct/ You owe it to YOUR FUTURE to check this out -- now!