Web Positioning Strategy
Web positioning is the application of a positioning strategy to your Web-based and supporting marketing activities. Your positioning strategy defines a unique value proposition for your product or service and a benefit for your target market. Positioning is a crucial step in bringing products and services to market, and your Web site should be central to your positioning strategy
Bringing New Products to Market
When Run-time helps you bring new products or services to market, or helps you improve the marketability of existing products and services, we apply the following methodology:
- Review Existing Corporate and Product Materials
- Interview Executives, Clients, Opinion Leaders
- Identify Target Market(s)
- Understand Market Trends, Timelines, Success Factors
- Analyze the Competition
- Define Your Web Positioning Strategy
Review Existing Corporate and Product Material
To help you get where you're going, we first need to understand where you've been. We will sign a non-disclosure agreement with you, then look at all relevant existing documentation and collateral, including business plan, market research, product documentation, product demos, and data you keep on your competition.
Interview Executives, Clients, Opinion Leaders
Much of the information that is critical to your Web positioning strategy is undocumented. It exists solely within the minds of your subject matter experts, your customers, and industry opinion leaders. This information needs to be drawn out in order for us to understand fully the challenges you will face in penetrating the market. We will use surveys, phone interviews, and face-to-face interviews to explore and compile this information.
Identify Target Market(s)
The information we derive from existing documentation, surveys, and interviews will be used to define a working value proposition and identify one or more target markets that will embrace your value proposition and see the benefits presented by your product or service. We will work with you to select target market(s) for initial penetration. To gain the best possible understanding, we may also turn to third-party research at this point, particularly with regard to specific verticals.
Understand Market Trends, Timelines, Success Factors
Your Web positioning strategy cannot exist in a vacuum. While it is possible that your products or services may start a new trend, or change the direction of an existing one, it is far more likely that they will themselves be heavily affected by market dynamics. It is incumbent upon both Run-time and you to know what the trends are, and what the timelines are for these trends. Only in this way can we identify emerging key success factors.
Analyze the Competition
Understanding how your competition is positioning itself will help you position and differentiate your own product or service. Competitive analysis addresses business model, feature strategy, pricing, and distribution channels. It focuses on the identification of threats, opportunities, and strategic uncertainties created by emerging or potential competitor moves, weaknesses, or strengths.
Define Your Web Positioning Strategy
Once all research and analysis has been completed, we define a Web positioning strategy to inform your marketing plan and guide all of your Internet marketing activities. You are now ready to plan the marketing materials and activities necessary to create exposure, generate demand, and drive sales.
Call 1-800-339-7834, or (416) 686-9609, or e-mail today to find out how Run-time can help you position your products and services, and apply Web positioning to all of your Internet marketing activities.
