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Date: | Thu, 17 Aug 1995 15:13:39 +1000 |
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On Wed, 16 Aug 1995, Heather Coates wrote:
> When developing an electronic information resource (online database,
> CD-ROM, etc.), how do you gauge the interests or needs of your public,
> target audience, or target markets? Has anyone run across any resources
> which would help?
I have recently completed a feasibility study titled:
Marketing the Museum - A Case Study: The Multimedia Collection.
This report looked at the feasibility of producing a promotional CD-ROM
on the Scienceworks Multimedia collection and looked at other
alternatives such as traditional printed promotional material as well
as on-line services.
My research included a survey of cultural institutions throughout
Australia who offer similar services; market research on our major market
segment which was highlighted through the survey; and analysis of CD-ROM
as a promotional tool which was done through the "CD-Pub (CD Publishing) and
MT-L (Marketing with Technology Tools) newsgroups" and various journal
articles.
I found the basic steps of a marketing plan to be useful in developing
the framework for this research as it covered all factors and
helped determine the relevance of the product for the specific market
place. I did find various sources useful in raising questions and issues,
but personal market research was still required to analyise our particular
sceniaro.
The following is a list of articles that I found useful for this research:
Berkner D. S. (1994) CD-ROM Marketing: A Case Study. Scholarly
Publishing. Vol 25. No2.pp114-125
Emigh J. (1994) Compas '94 - Computer Technologies for Marketing.
Newsbytes. Boston news. April 08.
Herther N. K. (1995) CD-ROM at Ten Years. The Technology and the
Industry Mature. Online. mar/Apr Vol 19. No2. pp86-93
Mangelsdord M. E. (1994) State of the Art: CD-ROM Marketing. Inc. Sept
Vol 16. No9. pp33.
Reisman R. R. (1995) CD-ROM/Online Hybrids: Missing Link. CD-ROM
Professional. April Vol8 No4. pp67-74.
Stokell I. (1994) Comdex - Understanding the Consumer CD-ROM Market.
Newsbytes. San Francisco News. Nov 15.
Wiedemer J. D. & Boelio D. B. (1995) CD-ROM versus Online. CD-ROM
Professional. April Vol8 No4. pp36-43
I hope you find this of some benefit.
Anne Diplock
Curator Multimedia
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