Click2 tries to tackle problem of lack of market data

Click2 Advertising launches online polling site, Middleeastpolls.com; first of several initiatives aimed at making Click2 the leading source for Middle East market data.

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By  David Ingham Published  December 10, 2000

Click2 Advertising has posted a site called Middleeastpolls.com designed to deal with every marketing manager's number one problem: a lack of market data.

Consumers are encouraged to come to the site through a points scheme that ultimately leads to prizes. Corporates that sign up are able to post their own customised polls.

Before a person votes the first time, s/he fills in a simple form that gives Click2 some idea of a person's occupation and place of origin. From then on, logging on is a simple case of entering your user name and password.

A lack of reliable market data is a problem that sales, business development and marketing executives in the region constantly have to grapple with. Sharad Agarwal, co-founder of Click2 Advertising, which is a new Internet-focused ad and marketing agency, gives examples of the problems this can cause.

"There's a cosmetics company that wants to advertise online, but they don't know how many women are going to see their site. I met someone who makes luxury furniture, he wants to target the rich," says Agarwal. "That's why you need these grass roots statistics."

Click2 Advertising is a joint venture between Agarwal's Cyber Gear, a Web site design company, and The Big Idea, an offline marketing agency. Click2 is currently exploring agreements with major US research companies that would allow it to get its hands on those companies' research tools and methodologies.

If Click2's plan works it out, it sees itself providing the type of market insights that companies like Forrester, ActivMedia and Nielsen provide in the US. Those companies' statistics are used by marketing managers to help plan online marketing campaigns.

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