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Innovative Online Marketing Research Methods

Innovative Online Marketing Research Methods. Hermann Apostol, Mandy Fogelman, Andrew Kalman, Michele Neher, and Amy Tiso. “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.

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Innovative Online Marketing Research Methods

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

  14. 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

  15. Key Points • Research is an Essential Part of Marketing. • Don’t Let Yourself or Your Company Fall Behind.

  16. 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?

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