To set realistic strategic objectives such as leads or sales levels for online revenue contributions for digital channels (as described in Chapter 4), e-marketing managers need to assess the level of customer Internet access and activity for different markets and the online market share that a particular organisation has achieved. For each customer segment and for each digital channel such as Internet, interactive digital TV or mobile we need to work to assess the volume and share of customers who:
1 Have access to the digital channel;
2 Are influenced by using the digital channel but purchase using another channel as part of the multi-channel buyer behaviour;
This can be simplified to the ratios: 'Access : Choose : Buy'. This information can be gathered as secondary research by the researcher by accessing published research for different sectors. Primary research can be used to better understand these characteristics in the target market.
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