Target…Connect…Succeed.

1. Target…Connect…Succeed. Market Research and Intelligence Association – 2005/2006 Speaker Series Event Thursday, November 3rd, 2005 Edmonton, Alberta New Opportunities with Internet Market Research Presenter: Ken Jurina – President, Epiar Inc. www.epiar.com

2. Informed decision-making comes from a long tradition of guessing and then blaming others for inadequate results. - Scott Adams

3. What's the biggest marketing mistake of all? The number 1 mistake is to do nothing. Remember, when you do nothing, nothing works.

4. Agenda • Internet Basics • Internet Marketing • Conducting Internet Market Research • Internet Market Research & SEO • Benefits of Internet Market Research • Speaking Your Customers’ Language • Using Internet Market Research • Offline & Online Applications • Effective Search Engine Optimization? • SEO at Work • Q & A

5. 60 billion web pages online Growing by 64,000 new sites per day 550+ million searches/day200+ billion searches/year 1.8 million new 1st time users/week 85% of all web traffic from search engines Internet Basics Being online does not mean you are being found. If you build it…they won’t come.

6. Internet Basics • Internet is over 10 years old. • 2004: Online advertising spend totaled 9.3 billion. • 2010: Online advertising spend estimated at 18.9 billion. • $375 billion spent on advertising/yr.(currently only 5% spent on SEO/SEM) • Yet in 2004 70% of offline sales were from online research ($181B).

7. Internet Marketing • Marketing 101: location, location, location. • Regardless: Non for profit, for profit, B2B or B2C • Web site: marketing tool or electronic brochure (team of sales people 24/7). • Web sites have great metrics vs. traditional advertising. • Don’t the IT guys or advertising firms already do this stuff? No, less than 1% of web sites are optimized.

8. Conducting Internet Market Research • How is Internet market research conducted? • Online searchers type in specific words into search engines (Google, Yahoo!, MSN) to find information on a specific product, service, resource. • The search queries (phrases) that are typed into the search engine are gathered. • Phrases are then filtered & analyzed based on relevancy for a specific product, service or information.

9. Internet Market Research & SEO Data Mine, Then Design • Keyword research • First and most important step when initiating any effective SEO strategies. • Profile the search behavior needs and wants of your target market. • Identifies actual phrases being searched. • Eliminates “best guess” approach to SEO. • Can identify other online & offline selling and advertising opportunities. • Products to sell. • Services to provide. • Geographic markets to tap.

10. Benefits of Internet market research • Internet market research is unbiased. • Online searchers are uninfluenced by moderators or interviewers. • Online searchers are uninfluenced by other individuals present. • Information is uninfluenced by survey or questionnaire formatting.

11. Benefits of Internet market research • Internet market research is gathered across millions of people/search queries per day. • The Internet reaches a worldwide audience or your local market. • Internet market research can be conducted quickly, easily and affordably. • Little overhead costs (location, staff, preparation). • Gathering research can be done at anytime.

12. Speaking Your Customers’ Language Example: Alberta Hotel & Lodging Association(www.explorealberta.com) • Client Suggested Phrase: • “Hotels in Alberta” – Searched 3 times/day (5,360,000 competing sites). • Phrase Identified by Market Research: • “Alberta Hotels” – Searched 36 times/day (Ranked #1 - 4,990,000 sites).

13. Client Suggested Phrases: Gold Plating Nickel Coating Conductive Fillers Thermal Spray Coating Phrases actuallyNOTBEINGsearched Phrases Identified by Internet Market Research: EMI Shielding RFI Solutions Radio Frequency Shielding Electromagnetic Interference Magnetic Shielding Popular phrasesBEING searched Speaking Your Customers’ Language

14. Using Internet Market Research • Market research should be the first step in any marketing initiative. • Internet market research is under-utilized as a resource for traditional marketing activities. • Internet market research is commonly used for organic and paid SEO purposes.

15. Offline Applications • Branding. • Competitive analysis. • New market opportunities & verticals. • Streamline business processes. • Public relations & press releases.

16. Online Applications • Web site / Directories. • Online newsletter. • Email. • White papers. • Blogs. • Online press releases.

17. Effective Search Engine Optimization? Search Engine Optimization that includes: • Phrase research. • Proper web site structure and architecture. • Proper key phrase location and content … is king. • Mapping link structure of industry and linking to authority web sites. • Regular measuring, monitoring, and maintaining of web site performance.

18. SEO At Work Let’s take a look … www.BehrendsBronze.com

25. Thank You! Ken Jurina President, Epiar Inc. ken@epiar.com Ph. 780-428-5530 Toll Free 1-888-428-5545 Sources: JupiterResearch, American Interactive Consumer Survey, PR Web

26. Q & A

27. Search Engine Marketing & Optimization Internet Market Research Link Popularity Services Visitor Friendly Site Development PPC Advertising Management Search Engine Ranking Data Feed New Products Market Research Market Segmentation Research Consumer Market Research Corporate Branding Marketing Research Brand Equity Measurement Brand Equity Research Brand Market Surveys Competitor Research Professional market research driving effective internet marketing.