Innovative Online Marketing Research Methods

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Innovative Online Marketing Research Methods

  1. 1. Innovative Online Marketing Research Methods Hermann Apostol, Mandy Fogelman, Andrew Kalman, Michele Neher, and Amy Tiso
  2. 2. <ul><li>“ Over 80% of market researchers in Europe and North America intend to increase their use of online as a research channel over the next six months.” </li></ul><ul><li>~ New Media Age </li></ul>
  3. 3. Article Overview <ul><li>Marketing Research: Online, on tap. </li></ul><ul><ul><ul><li>Marketing Magazine </li></ul></ul></ul><ul><li>ROI Real-Time </li></ul><ul><ul><ul><li>Promo Magazine </li></ul></ul></ul><ul><li>Search for Tomorrow </li></ul><ul><ul><li>FastCompany Magazine </li></ul></ul>
  4. 4. Marketing Research: Online, on tap. Marketing Magazine
  5. 5. Online Panels: Pros <ul><li>Real Time Results </li></ul><ul><li>Time and Money Savings </li></ul><ul><li>Convenient for Consumers </li></ul><ul><li>More Relaxed Environment </li></ul><ul><ul><li>Higher Quality </li></ul></ul><ul><ul><li>Honest and Reasoned Responses </li></ul></ul><ul><li>Access to Target Audiences Unrestricted by Geography </li></ul>
  6. 6. Online Panels: Cons <ul><li>Online Profile vs. General Population </li></ul><ul><li>Lengthy Questionnaires  Poor Quality </li></ul><ul><li>Poor Recruitment and Badly Managed Panels  Damaged Data </li></ul><ul><li>Technical Problems </li></ul><ul><li>Higher Programming Costs </li></ul>
  7. 7. Online Research in Practice
  8. 8. ROI Real-Time Promo Magazine
  9. 9. Reasons for Marketing Research <ul><li>Measure Impact of Marketing </li></ul><ul><li>ROI </li></ul><ul><ul><ul><li>More complex due to integration </li></ul></ul></ul><ul><ul><ul><li>New methods developed </li></ul></ul></ul><ul><ul><ul><ul><li>Digital Promotions </li></ul></ul></ul></ul>
  10. 10. Digital Promotions <ul><li>Research Results Improves ROI </li></ul><ul><ul><li>Reduces data entry costs </li></ul></ul><ul><ul><li>Improves data accuracy </li></ul></ul><ul><ul><li>Saves time </li></ul></ul><ul><ul><li>Ability to change </li></ul></ul>
  11. 11. Data Collection <ul><li>Ability to Measure Sales & Consumer Behavior </li></ul><ul><li>Given… </li></ul><ul><ul><li>Accurate self-entered data </li></ul></ul><ul><ul><li>Ready-for-use databases </li></ul></ul><ul><ul><li>Immediacy of real-time results </li></ul></ul>
  12. 12. Search for Tomorrow FastCompany Magazine
  13. 13. Search for Tomorrow <ul><li>Goal of Internet Marketing Research </li></ul><ul><li>Search-Based Ads; Google & Yahoo </li></ul><ul><li>Identifying Audiences, Web-surfing Habits </li></ul><ul><li>Effectively Displaying Ads in Relation to User </li></ul>
  14. 15. Recap: Popular Trends in Online Marketing Research <ul><li>We Discussed the Use Of: </li></ul><ul><ul><li>Online Panels </li></ul></ul><ul><ul><li>Online Promotions </li></ul></ul><ul><ul><li>Search Engines </li></ul></ul><ul><li>Others Trends: </li></ul><ul><ul><li>Online Surveys w/ Incentives </li></ul></ul><ul><ul><li>Monitoring of Web-based forums </li></ul></ul>
  15. 16. Key Points <ul><li>Research is an Essential Part of Marketing. </li></ul><ul><li>Don’t Let Yourself or Your Company Fall Behind. </li></ul>
  16. 17. Class Discussion <ul><li>What types of online research have you personally participated in? </li></ul><ul><li>Do you believe that some research methods are better done in the traditional fashion? Why or why not? </li></ul><ul><li>In class, we talked about the Richness vs. Reach Trade-Off? Which would you prefer? </li></ul>

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