Online Marketing Research Some Key Questions

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An intro to online marketing research

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Online Marketing Research Some Key Questions

  1. 1. Consumer Insights- Exploring online Audience Ayesha Saeed
  2. 2. Consumer Insights- Exploring online Audience Consumer insights – How to explore online Audience Lessons learned from launching an online marketing research company
  3. 3. Consumer Insights- Exploring online Audience What is a Consumer Insight Insight is a fresh, relevant perspective that can help your brand relate to your audience that can be translated into brands’ benefit
  4. 4. Consumer Insights- Exploring online Audience The transformation of platforms
  5. 5. Consumer Insights- Exploring online Audience
  6. 6. Consumer Insights- Exploring online Audience There are right now an estimated 625 million active internet users, 1 in 13 of all humans and 1 in 3 of all internet users. Mc Can Wave 4 (March 2009) Source: Universal And another 4 billion users are ready to join internet through mobile phones (UN report)
  7. 7. This is why the ride seems to be bumpy Consumer Insights- Exploring online Audience • Social network and blogging sites are now the fourth most popular activity on the Internet, the total amount of time spent on facebook has increased by 566% globally – Nielsen • 25% of search results for the World’s Top 20 largest brands are links to user-generated content – Marketing Vox & Nielsen Buzz Metrics • There are over 200,000,000 Blogs , 54% of bloggers who post content or tweet daily - Universal McCann’s Social Media Research Wave 3, China internet information center
  8. 8. Type of study / How am I Should I Test Should I Should I Should I Am I Are they Type of Being my products ? Innovate ? monitor recheck my reaching liking the instrument viewed? sales ? pricing ? them ? way I talk to Consumer Insights- Exploring online Audience them ? -WOM -WOM - WOM -Monitoring monitoring monitoring monitoring - Co-content Social media (Free or fee creation based) -U&A -Concept test -Pricing -Video -Survey - Tracker - Simulations research Online - Online viewing with TV -U&A -STMs - Testing -RMS - Pricing -TAM -Concept -Trackers -Panels - Post testing Offline Advertising I want to lead the market through cutting edge market information - Brand manager
  9. 9. Consumer Insights- Exploring online Audience
  10. 10. Consumer Insights- Exploring online Audience UAE: Internet penetration 60% (internet world stats) Women users are 40% of internet users
  11. 11. Consumer Insights- Exploring online Audience • Survey instrument – Online universe estimation – Research problem – Survey instrument selection Rule of thumb: when 35% of country is on internet country at large is ready for online research
  12. 12. Consumer Insights- Exploring online Audience
  13. 13. Consumer Insights- Exploring online Audience Rule of thumb: Beware of gold- farming and professional respondents.
  14. 14. Consumer Insights- Exploring online Audience
  15. 15. Consumer Insights- Exploring online Audience
  16. 16. Consumer Insights- Exploring online Audience • Authentic Voice Lesson: Get endorsed by respected and reputed offline publications, every Tom can be online but he cant be on print or TV
  17. 17. Consumer Insights- Exploring online Audience 500% Lesson: response rate improved by
  18. 18. Consumer Insights- Exploring online Audience
  19. 19. Consumer Insights- Exploring online Audience Buzz Measure Measure Influence
  20. 20. Consumer Insights- Exploring online Audience
  21. 21. Consumer Insights- Exploring online Audience
  22. 22. 3. What are his 1. Who amongst your key motivators audience is online Consumer Insights- Exploring online Audience (why will he be interested in your survey) 2. How much does he talk about you online, voluntarily 4. Which is the best vendor who can measure his attitude for you 5. How much money will it take to re-search him
  23. 23. If you want more Consumer Insights- Exploring online Audience • For a detailed reply with sources to key points raised in the survey and a recent seminar please click the following link http://asaeed.wordpress.com/2009/10/20/online-marketing- research-some-key-questions/

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