USING ONLINE TOOLS FOR MARKET ANALYSIS Fiche ARTCADEMY

Objetivos/finalidades:

At the end of this course you will understand basic principles, steps and benefits of market analysis. You will be able to execute own market analysis, or identify and approach available support services on European Single Market. You will be able to analyse your potential foreign markets (i.e. understand main trends, demand, competitors and prices) using available online tools. You will be able to understand localization, its levels and options, will learn dos and don’ts of successful localization, and understand role of country brand name. You will be familiar with good practices how to earn references, boost customer reviews, improve your credible and trustworthy online image, and build an outstanding seller profile on online marketplace. You will be familiar with process how to select partners in foreign markets to support your business internationalization and competitiveness.

Descripción:

•Market research is a key component to any business’ growth and success. Without it, you may easily waste time, energy, and resources hoping that your product and message is reaching the right people in the right way at the right time. Nowadays, online technologies play a crucial part in the foreign market analysis for microbusinesses, not just because it is the only way to truly collect and analyse required data, but also because many consumers are using the internet and social media to search, purchase, and review arts & crafts products and makers.

• You can use the following main categories of online tools and resources to obtain some insights on potential foreign markets:

o Online marketplaces - online marketplaces are traditional places where people offer and buy arts & crafts product. They can be grouped into several categories. First, in each country you can find local marketplaces specialized on arts & crafts items, as well as local generic marketplaces where all sorts of products are traded. Second, there are plenty of international online marketplaces specialized on handmade and arts & crafts items (such as Etsy or Dawanda). See some of the resources from bibliography below, or Google “arts and crafts online marketplaces” to look for most relevant marketplaces for you. Third, handmade or handcrafted items are also traded on world’s largest online marketplaces like Amazon or eBay.

o Online tools analysing online consumer behaviour - you may also use some of tools or websites that offer various online consumer behaviour analyses for free. There you will discover what, how or when are different segments searching for and buying online in different countries or regions, what devices they use, what are the hot topics on social media or Google search. Some examples of such tools are:

o The Customer Journey to Online Purchase provided by Google (https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html)

o Google Trends - analysis of interests in topics using Google search data (https://www.google.com/trends/)

o Consumer Barometer provided by Google - a tool showing how people worldwide use internet (https://www.consumerbarometer.com/)

o Connected Life by TNS - sample results from global consumer behaviour study (http://www.tnsglobal.com/get-connected/connected-life)

o Social Mention - a real time social media search and analysis tool (http://www.socialmention.com/)

o Internet search - you can do internet searches to find different types of information. For example, you can look for information about any state or local regulations or licenses you may need to sell on particular markets. Be aware that there is a lot of stuff out there, so make sure you are depending on reliable sources. Also, you can search for online marketplaces, for potential partners or local distributors, or for various events for arts & crafts makers. Try to make your search as relevant as possible. For example, Google enables you to filter results according to country of origin, language or newness in its search tools.

o Statistical databases - you may use websites of statistical offices - Eurostat (ec.europa.eu/eurostat) or national statistical offices to obtain various demographic data and economic indicators. For example, census data gives you fantastic information about the area, about age groups and occupations. To get information about the local population you may approach local authority websites.

Categoría formativa

USING ONLINE TOOLS FOR MARKET ANALYSIS

Noticias

Nueva publicación académica sobre el proyecto ARTCademy

Presentación de ARTCademy a empresas de PROMÁLAGA en La Alcazaba

Otorgados los III Premios a la Artesanía de Andalucía

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