Marketing professionals profess that a marketer should assess his target market in designing the product and in improving/customizing his product. Understanding target market/audience is of utmost important for customer satisfaction, demand generation and consequentially sales generation. Similar is the approach a blogger needs to adopt while drafting his blogs i.e
Understand/Assess your target reader
Design your blog
Measure/monitor reader satisfaction & Return on Efforts “ROE”
UNDERSTANDING THE TARGET AUDIENCE This blog will deal only with the usage of Web Analytic Solutions for understanding target audience while the third step “Measuring ROE” shall be dealt in the next blog.
A blog is generally considered to be an autonomous medium to express an author’s opinion about his topics of interest. However, blog also happens to be a measure of an author’s ability to intrigue his readers and hence a measure of his writing skills. This desire to measure and improve his/her ability to write has led the authors to undertake steps to understand their target audience. Understanding the blog target audience may include some or many of the following items:
Topics of interest of the reader
Demographics of the reader
Satisfaction level of the reader
The desire to understand the target audience combined with the fact that in the current era blogs have effectively turned into monetary instruments has brought into existence web analytic solutions like
These services offer information and metrics which can be effectively put into use in analysing target audience, improving traffic to sites/blogs and measuring marketing efforts (internet marketing efforts).
How to use web analytics to understand the above mentioned parameters related to your target audience?
Information/Metrics that can be helpful to understand the item in argument
Solution providing the metric/information
Topic of interest of the reader
All the mentioned solutions
Inlink Data and Referrer lists the pages/websites from where the reader has reached your blog/site by clicking a link to your blog/site. View ExampleOutlink Data lists the pages/websites to which the reader has moved to post reading/surfing your blog/site by clicking a link on your blog/site.
Topic of interest of the reader
All the mentioned solutions
Search Keywords gives an indication of topic of interests of the reader which shall be related to your blog’s subject. Hence is a strong but subjective way of assessing reader’s topic of interest. In the example reader of the blog “India an OniomaniacPolitan of the World” has searched the blog with the keyword “Carrafeur” and therefore it can be inferred that the reader will also be interested in reading blogs about Modern Retail.
Demographics of the reader (Location)
Location of the reader
Only Google Analytics
Google Analytic Solutions offers Map Overlay feature which allows the user to identify the location of the reader. The feature also provides the user with details related to location of the reader like City, Country, Sub Continent Region and Continent to which the reader belongs. View Example
Satisfaction Level of the reader
Ratings of the blog
Average Time Spent on the blog by the reader
Rating by WordPress
Average time by Google Analytics
All the solutions
Steps post assessing your target audience consists of developing and drafting blogs as per the needs of the target audience and then subsequently monitor your return on efforts “ROE”. The section ROE “Return on Efforts” will be dealt in the next blog.
A recent debate in the class was on the fact that majority of disruptive technologies are made by smaller companies than the bigger/blue chip companies. Incidentally the debate touched upon areas like Marketing Myopia, S-Curve dilemma OR Innovator’s dilemma and process versus agility. This article will web together all the above mentioned concepts and present my inference that marketing myopia is the underlying cause for process orientation and innovator’s dilemma and hence is the major reason for low innovation in the bigger organizations.
NOTE: Paragraphs in italics hence forth are intended as an explanation of concepts for readers non-acquainted with the concepts dealt in the article.
Marketing Myopia: Short sighted and inward looking approach tomarketing that focuses on the needs of the firm instead of defining the firm and its products in terms of the customers’ needs and wants. Such self-centred firms fail to see and adjust to the rapid changes in their markets and, despite their previous eminence, falter, fall, and disappear.
Process Orientation & Innovation do not go together: Process Orientation is sometimes a resultant of Myopic View of companies. Myopic Companies sometimes are so much in love with their products or services (Marketing Myopic Companies) that they design their process in and around for better performance of their product and loose sight of consumer needs especially latent needs which cannot be satisfied by the product in focus and hence we do not find path breaking innovations from these myopic companies. Their innovations are limited to processes and services around their current product only.
S-Curve Dilemma OR Innovators’ Dilemma: The curve is drawn between Growth Rate (Y Axis) and Time (X Axis) for innovations. Each S-Curve represents Growth Rate versus Time Graph for different innovations. It is observed and indicated in the graph after a period of time it is important for an organizations to move on to the newer innovations in order to reap a better ROI in the coming future. In the curve displayed, organization which has adopted innovation represented by Orange Curve should adopt newer innovation represented by Blue Curve. However larger organizations sometimes do not adopt newer innovations, this is called as S-Curve Dilemma or Innovator’s Dilemma.
Innovative companies also sometimes fall prey to marketing myopia. An innovative company which has put in lot of efforts to innovate a product/service and hence the organization’s image is based on that particular innovation would find it difficult to innovate a product/service which will make the earlier innovation non-useable (a disruptive innovation) i.e. becomes myopic with the earlier innovation. Therefore, these myopic companies sometimes either do not adopt or do not innovate newer disruptive technologies. For Example: Microsoft would not like to innovate a new platform which may put Windows into obsolesce as Microsoft’s image is based on Windows.
At the heart of low-innovation is excess of love with product (Marketing Myopia) which inturn causes Process Orientation and Innovator’s Dilemma and hence is termed as THE cause for low innovation in the article.