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Search Market Research

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Research document drafted by surfmerchant.ie, search engine marketing consultants in Dublin, Ireland, delivering insights into the market environment for contraceptive products.

Research document drafted by surfmerchant.ie, search engine marketing consultants in Dublin, Ireland, delivering insights into the market environment for contraceptive products.

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  • 1. Bayer Health Care | Market Analysis | November 2009 SURFMERCHANT.IE Market Insight Study Research - March ʼ10 2
  • 2. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND Market Research Report “Contraception in Ireland” --- Insight into the Demand for Contraceptive Solutions in Ireland, gleaned from Google Market Intelligence Applications --- March, 2010 Table of Contents Conceptualisation Market Touchpoint Market Demand Appraisal Demographic Trending & Decision Analysis Market Discovery © 2010 - ALL RIGHTS RESERVED
  • 3. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND Conceptualisation A prerequisite to search engine marketing is complete understanding of the business environment. It is important to categorise related themes and topical coverage in order to leverage the market proposition in search result listings. The following concept map organises and represents that knowledge. Market Touchpoints In mapping a company’s market stand-point, a keyword set evolves of prevalent recurrent terms by which it intends to be associated. These terms form the basis for a review of search market appetite and local competition. © 2010 - ALL RIGHTS RESERVED
  • 4. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND Market Demand Appraisal The search query table1 below identifies those terms by which Irish people, searching on Google, seek information related to contraception. * Local Monthly Searches - the number of times this keyword was typed into Google in Ireland on a monthly basis on average in 2009. * Competition - the number of advertisers paying to list in Google for the given term through Google’s sponsored links programme, Google Adwords. © 2010 - ALL RIGHTS RESERVED
  • 5. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND Taking 5 key touchpoints for this market category, interrogation of Google Insights2 determines which combination of terms feature most commonly in the Irish psyche. Graphing consumer interest since 2004, we can extrapolate the data and identify cash cow phrases (such as “estrogen”) and rising stars (e.g. “IUD”). © 2010 - ALL RIGHTS RESERVED
  • 6. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND Demographic Trending & Decision Analysis In order for a business to capitalise on local market appetite, (and feature in search results,) it is important that search trends3 be analysed and understood thoroughly. The keyword interrogation that follows is a non-exhaustive example of the research undertaken to define market sentiment. The first term assessed is “contraception”, the most sought upon term in ireland within our circle of investigation, at approx. 15,000 monthly queries. The slide below displays the volume of interest by county (Dublin is the most significant), and related queries of considerable interest to the target audience, including ”contraception pill”, “emergency contraception” and “coil contraception”. © 2010 - ALL RIGHTS RESERVED
  • 7. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND A review of the term “estrogen”, as seen worldwide, indicates that, although typed into Google Ireland approx. 3,000 per month, interest in Ireland pales in comparison to the U.S, Canada, the Far East and Southern Hemisphere. © 2010 - ALL RIGHTS RESERVED
  • 8. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND The term “IUD” we are told is typed into Google 880 times per month. Levels of interest in this form of contraception however are low in Ireland compared to global enquiry. However, the top and rising searches do provide useful insight into niche terms, especially where advise and further information is requested. © 2010 - ALL RIGHTS RESERVED
  • 9. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND The UK has the second highest level of interest for the term “contraception pill”, with variants and further qualification of said term arising in the top and rising search terms used in the UK. These keyword findings are significant in that they highlight potential marketing streams. © 2010 - ALL RIGHTS RESERVED
  • 10. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND The UK tops the global charts for the search query “combined pill”. Though unable to acquire figures for Ireland specifically, as a result of its’ size primarily, there will be correlation between Irish and UK appetite for this product. © 2010 - ALL RIGHTS RESERVED
  • 11. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND Users of Google in the UK reveal themselves as the leading market for contraceptive injection. The UK is also inclined towards implant contraception. © 2010 - ALL RIGHTS RESERVED
  • 12. SURF MERCHANT® | SEARCH ENGINE MARKETING CONSULTANCY | DUBLIN, IRELAND Market Discovery The Irish market for contraceptive products is healthy, with consumers identifying themselves according to particularly intentions and solutions. Market interest is most visible in the capital, Dublin. Search patterns indicate an informed market profile. Researches specify at what point in the buying cycle they reside, and on which product vertical they take preference. The UK and Irish demographic demonstrates a willingness for oral contraceptive products, with contraceptive pills and contraceptive injections well accounted for in Google data exhaust. Irish consumers display aversion to medical preventative surgery in favour of medical treatment alternatives. ref. 1 https://adwords.google.com/select/KeywordToolExternal 2 http://www.google.com/insights/search/# 3 http://www.google.com/trends http://www.google.co.uk/intl/en/landing/internetstats/ https://services.google.com/advertisers/uk/insights/archive?sort=date © 2010 - ALL RIGHTS RESERVED

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