Innovative Online Marketing Research Methods

1
Innovative Online Marketing Research Methods

• Hermann Apostol, Mandy Fogelman, Andrew Kalman,
  Michele Neher, and
• Amy Tiso

2

• 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.
• New Media Age

3
Article Overview

• Marketing Research Online, on tap.
• Marketing Magazine
• ROI Real-Time
• Promo Magazine
• Search for Tomorrow
• FastCompany Magazine

4
Marketing Research Online, on tap. Marketing
Magazine
5
Online Panels Pros

• Real Time Results
• Time and Money Savings
• Convenient for Consumers
• More Relaxed Environment
• Higher Quality
• Honest and Reasoned Responses
• Access to Target Audiences Unrestricted by
  Geography

6
Online Panels Cons

• Online Profile vs. General Population
• Lengthy Questionnaires ? Poor Quality
• Poor Recruitment and Badly Managed Panels ?
  Damaged Data
• Technical Problems
• Higher Programming Costs

7
Online Research in Practice
8
ROI Real-Time Promo Magazine
9
Reasons for Marketing Research

• Measure Impact of Marketing
• ROI
• More complex due to integration
• New methods developed
• Digital Promotions

10
Digital Promotions

• Research Results Improves ROI
• Reduces data entry costs
• Improves data accuracy
• Saves time
• Ability to change

11
Data Collection

• Ability to Measure Sales Consumer Behavior
• Given
• Accurate self-entered data
• Ready-for-use databases
• Immediacy of real-time results

12
Search for Tomorrow FastCompany Magazine
13
Search for Tomorrow

• Goal of Internet Marketing Research
• Search-Based Ads Google Yahoo
• Identifying Audiences, Web-surfing Habits
• Effectively Displaying Ads in Relation to User

14
(No Transcript)
15
Recap Popular Trends in Online Marketing Research

• We Discussed the Use Of
• Online Panels
• Online Promotions
• Search Engines
• Others Trends
• Online Surveys w/ Incentives
• Monitoring of Web-based forums

16
Key Points

• Research is an Essential Part of Marketing.
• Dont Let Yourself or Your Company Fall Behind.

17
Class Discussion

• What types of online research have you personally
  participated in?
• Do you believe that some research methods are
  better done in the traditional fashion? Why or
  why not?
• In class, we talked about the Richness vs. Reach
  Trade-Off? Which would you prefer?