While the data merely answers what people are doing, looking information and digital tools. This can be as small as adding the customers name at this in conjunction with other insights can help you understand why they are to an email greeting, or as significant as tailoring an entire page of content to their doing it as well. For example, Amazon provides product recommendations to users based on the items that they have bought as Measurability in digital is not just about understanding the technology, although well as similar products purchased by others.
Its about understanding how people and technology intersect with the ultimate goal of using this information to craft the most effective and relevant marketing messages. As Kotler would say, it circles back to the notion of creating and satisfying customers at a profit Kotler, This grouping creates a process that will result in the optimal use of digital tactics. Figure 3.
Amazon recommends items based on past purchases and views. The diagram below illustrates the interrelation between the disciplines and eMarketing, the title of this book, is also a term that has lost some relevance since highlights how the Optimise function should be present at each stage: our first edition. As the field matures and the effect of digital thinking, for lack of a better phrase, becomes both more evident and acknowledged, terms and practices will evolve to account for this.
For those with inquisitive minds who would like an introduction to how the Internet itself works and we know there are many of you! There you will also find a history of the Internet. Both sections contain valuable information that will likely inform your interactions on this powerful medium. At its core, marketing is about conversations and the Internet has become a hub of conversations. The connected nature of the Internet allows us to follow and track these conversations and provides entry points for all parties.
What follows in this book are ways of conversing with existing and potential customers using the Internet. This textbook can be read from back to front or used as a reference guide. Key terms, concepts and interrelated subjects are highlighted in each chapter. THINK is the starting point in our approach. It is tasked with developing strategic Apply the knowledge you gain for success and let us know how it goes! Like traditional communications planning, it includes topics such as consumer insights, research, concept development, budget allocation and channel planning.
Caddell, B. Media buying Harvest Retail Marketing, Email time chart. It delivers insight and lessons through analytics, data mining, conversion optimisation and testing. Optimise is InMobi. New mobile web stats InMobi. American Marketing Association. It must be acknowledged that the term digital is becoming increasingly insufficient for discussing the topics shared in this chapter.
The idea of an analogue system is increasingly irrelevant and so referring to something as digital can suggest a very broad meaning that, at its worst, is so vague that it becomes meaningless. Introduction to Think It seems too obvious to mention, but the foundation of consistently successful marketing communications lies in thorough planning and strategic preparation. Before you execute digital campaigns, you need to plan them. You need to research and understand your product, your communication challenge, your market, your competitors and, of course, your consumers.
We call planning, strategy and research Think. Think: Research, plan and strategise. Use the opportunities of digital to meet communication, market and product challenges. Plan assets and campaigns. Create: Make beautiful assets, from websites and videos to banner adverts and applications. Engage: Use channels to drive traffic to those assets and build relationships with customers.
Optimise: Track and analyse to understand how assets and campaigns are performing. Derive insight to improve and test assets and campaigns. Digital Marketing Strategy tackles how the Internet has changed and challenged the world in which we market, and how best to use digital tools and tactics for effective marketing strategies. Market Research unpacks how to use the Internet to understand audiences and Digital campaigns. The Internet was originally developed as an academic tool for sharing Marketing research. This is ideal for savvy marketers this chapter addresses some considerations for online market research.
Strategy Content Marketing Strategy lays out the building blocks for effectively using content, not advertising, to reach audiences.
Brands are required to think like publishers which means a consideration of far more than just the end product. Content targeting, production, planning and distribution must be considered. This chapter lays out concepts and processes that assist in creating relevant content. Whats inside: An introduction to some key terms and concepts and a guide to understanding strategy.
We look at the questions to ask when compiling a digital marketing strategy, and a digital marketing strategy in action. A strategy indicates the most advantageous direction for an organisation to take Return on investment over a defined period of time. It also outlines which tactics and means should be The ratio of cost to profit.
ROI used to execute this direction. Syndication RSS your browser. In marketing, strategy starts with understanding what the business wants to Search engine SEO is the practice that aims to improve a websites achieve, or what problem it wants to solve. It then considers the context in which optimisation SEO ranking for specific keywords in the search engines. How to define and distinguish business strategy, marketing strategy A set of ideas that outline how a product line or brand and digital strategy will achieve its objectives.
This guides decisions on how Strategy to create, distribute, promote and price the product or The key building-block concepts that are essential to any strategy service. The questions that need to be asked when assembling a digital A specific action or method that contributes to achieving Tactic marketing strategy a goal.
Public relations on the web. Online news releases and WebPR article syndication promote brands as well as drive 2. Language XML Term Definition A particular set of rules and specifications that software programs can abide by when communicating with each other. It serves as an interface between programs and 2. Application facilitates their communication, similar to the way programming interface in which a user interface facilitates communication A simple definition for marketing is that it is the creation and satisfaction of API between humans and computers.
APIs are often used by demand for your product or service. If all goes well, this demand should translate third-party developers to create applications for social into sales and, ultimately, revenue. A set of 95 theses organised as a call to action CTA In , Dr Philip Kotler defined marketing as the science and art of exploring, Cluetrain Manifesto for businesses operating within a newly connected creating, and delivering value to satisfy the needs of a target market at a profit.
Marketing identifies unfulfilled needs and desires. It defines, measures and In strategic management and marketing, the percentage quantifies the size of the identified market and the profit potential Kotler, Market share or proportion of the total available market or market segment that is being serviced by a company.
In order to motivate people to pay for your product or service, or to consider your Metric A unit of measurement. The value that a marketer should seek to create The understanding and influencing of the perception should be equal to or even greater than the cost of the product to the consumer. Online Reputation of an entity online. This entails ensuring that you know Management ORM what is being said about you, and that you are leading Doing this often and consistently enough will grow trust in and loyalty towards the the conversation.
Digital Marketing Strategy Understanding marketing strategy. The Internet is an interactive medium. It allows for the exchange Before you can delve into marketing strategy, take a step back and consider the What brand interactions of currency, but more than that, it allows for the exchange of value. The end-goal of any business is to make money, in one way or another. Business from the consumer. For the user, value can be added in the form of entertainment, strategy asks the questions: What is the business challenge we are facing that enlightenment and utility; content marketing is one powerful way to create value.
The brand is the vessel of value in this equation. The brand justifies why the The Internet has changed the world in which we sell. It is not a new marketing business matters, and what value its adds to peoples lives. The value of the brand channel; instead, it creates a new paradigm for the way in which consumers is measured in terms of its equity how aware are people of the brand? Does it connect with brands and with each other. The complete scope of marketing is hold positive associations and perceived value? How loyal are people to the brand? The web provides consumers with more When you have the answer to this question, you can formulate a marketing strategy choice, more influence and more power.
Brands have new ways of selling, new to address the challenge or objective youve discovered. The roles played by marketing agencies are shifting too. So-called traditional 2. More The purpose of a marketing strategy is to address a business or brand challenge than ever, integrated strategies that speak to an overall brand identity are vital to or objective that has been revealed.
An effective strategy involves making a series achieving an organisations goals. Consumers are increasingly more fluent in their of well-informed decisions about how the brand, product or service should be movement across channels and in their use of multiple of channels at once. They promoted; the brand that attempts to be all things to all people risks becoming expect the same from the brands with which they connect.
Anyone still thinking in unfocused or losing the clarity of its value proposition. For example, a new airline would need to consider how it is going to add value to However, marketing on the Internet does not mean throwing out the rule book the category and differentiate itself from competitors; whether their product is on marketing and business principles. Instead, the Internet provides a new a domestic or international service; whether its target market would be budget environment in which to build on these.
Profit is still revenue less cost. The Internet travellers or international and business travellers; and whether the channel would does not change that. Each of these choices will result in a vastly different strategic direction. Brands build loyalty among users who love their products or services.
Users fall in love with products and services when their experience is tailored to their needs, To make these decisions, a strategist must understand the context in which and not the needs of the brand. More than any other type of marketing, digital the brand operates: what are the factors that affect the business? This means marketing is measurable. This gives brands the opportunity to build tailored, conducting a situational analysis that looks at four pillars: optimised brand experiences for consumers.
The environment 2. The business 3. The customers 4. The competitors. Here are some considerations and tools for conducting your brands situational Out of this, you can determine what the brand or products unique selling point note analysis. USP is. A USP is the one characteristic that makes your product or service better This answers the than the competitions what unique value does it have? Does it solve a problem question: What are the special things about Understanding the environment that no other product does? It can involve anything from global economics how well is the local Understanding customers currency performing these days?
Every brand In order truly to understand your customers, you need to conduct market research will have a specific environment that it needs to consider, based on the type of discussed in much more detail in the next chapter. Try not to make assumptions product or service it produces. Ongoing research will help you note An analysis of the business and brand environment will typically consider political, build a picture of what particular benefit or feature your business provides to your This answers the economic, social, technological, legal and environmental PESTLE influences to customers, allowing you to capitalise on this in your marketing content.
Understanding the business steps and decisions a customer takes before buying from your business or not. Luckily, online data analytics allow you to get a good picture of how people behave There are several marketing models that can be used to understand the business on your website before converting to customers; other forms of market research and brand you are working with.
Since its essential for all marketing messages will also help you establish this for your offline channels. On the Internet, a consumer journey is not linear. Instead, consumers may engage A crucial consideration is the brand itself. What does it stand for? What does it with your brand in a variety of ways for example, across devices or marketing mean? What associations, ideas, emotions and benefits do people associate with channels before making a purchase. What makes it unique? Brand Idea The essence of your brand. Functional Benefits Summarises the tangible benefits to the consumer Buy!
Brand Pyramid Template Figure 2. The customer journey is cyclical. Understanding the business brand. For example, you may want to use aspirational messages for marketers should constantly be optimising and improving their online marketing answers the question: someone in the exploration phase, but focus on more direct features and benefits efforts. What do people such as a lower price when theyre almost ready to buy. The offer this? Understanding competitors digital marketing strategist of today is offered not only a plethora of new tactical Finally, its important to know who else is marketing to your potential customers, possibilities, but also unprecedented ways of measuring the effectiveness of chosen what they offer, and how you can challenge or learn from them.
Digital also allows greater opportunities for interaction and consumer engagement than were possible in the past, so it is important to consider On the Internet, your competitors are not just those who are aiming to earn the ways in which the brand can create interactive experiences for consumers, not your customers money; they are also those who are capturing your customers just broadcast messages.
With more digital content being created in a day than most people could consume in a year for example, over hours of video are uploaded to YouTube The fact that digital marketing is highly empirical is one of its key strengths. This means that the digital marketing strategist should start thinking with return on investment ROI in mind.
Built into any strategy should be a testing When considering competition, its also worthwhile looking at potential framework and the ability to remain flexible and dynamic in a medium that shifts replacements for your product. The Internet is disrupting and accelerating the and changes as user behaviours do. To stay ahead, you should be looking at potential the desired outcome of a digital marketing strategy would be aligned with your crowd? For example, if one of the overall objectives were acquisition of new clients, a possible digital marketing objective might be building brand awareness online.
Consider that in the early days of TV, when the new medium was not as yet These strategy models are just starting points and ways to help you think through entirely understood, there were separate TV planners who created a TV problems; as you grow in experience and insight, you could find yourself relying on strategy for the brand. Over time, this was incorporated into the overall them less or adapting them. The same is going to happen with digital. Increasingly, digital thinking is being 2. This section considers digital strategy separately in order to highlight some differences in approach, but this should change in practice over time.
Porters Five Forces analysis is a business tool that helps determine the competitive intensity and attractiveness of a market. The Internets low barrier to entry means that many new businesses are appearing online, providing near-infinite choices Digital marketing strategy builds on and adapts the principles of traditional for customers. This makes it important to consider new factors when devising a marketing, using the opportunities and challenges offered by the digital medium. A digital marketing strategy should be constantly iterating and evolving.
These stories then go on to build connections between people, ideas, brands and products. Communities of people follow truly great brands because they want to Threat of be part of their stories. Apple is a good example of a brand with a dedicated tribal Power of customers new entrants following.
People want their products; they want the world to know that they have an iPhone or a Macbook. This kind of tribal following spells success for any brand. With price differentiation becoming a challenge, especially for smaller players Threat of in the market, businesses need to consider differentiating on value.
Value is a Power of suppliers Competetive substitute combination of service, perceived benefits and price, where customers may be products note rivalry within willing to pay a higher price for a better experience, or if they feel they are getting Industry something more than just the product. The 4Ps have been expanded by various academics to include many different 3. Placement or distribution concepts. The core ideas remain - how are you Figure 3. Porters Five Forces. Product distribution and markets no longer have to be dictated by location. Simply positioning the essential components of your by making their products visible online for example, on a website or Facebook offering to own space page , brands can reach a global market.
The key is to reach and engage customers in the minds of your 2. You want to engage customers on their terms, not yours. The Four Ps of marketing help you structure the components that make up a brands offering, differentiators and marketing. For example, the API for a hotel connected media and from the perspective of the consumer.
How your brand is reservations database allows a diverse range of websites to offer instant online positioned in the mind of your consumer will ultimately determine your success. Products and services 4. Promotion Products and services are what a company sells. The Internet enables business The Internet, as an information and entertainment medium, naturally lends itself to sell a huge range of products, from fast-moving consumer goods and digital to promoting products. The online promotional mix is an extension of the offline, products such as software, to services such as consultancy. Online, the experience but with some significant differences.
For one, online promotion can be tracked, the user has in discovering and purchasing can be considered part of the product measured and targeted in a far more sophisticated way. But promotion doesnt just mean advertising and talking at customers on The Internet has enabled mass customisation. For example, Nike nikeid. The Internet as a distribution medium also makes it possible for products sort of communication easy.
Thats why a good portion of this book is devoted to such as software and music to be sold digitally. Price 5. A new P: People The prevalence of search engines and of shopping comparison websites, such as In addition to the existing Four Ps, the Internet requires you to consider a new www.
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This element speaks to examining the powerful human element that easy for customers to compare product prices across a number of retailers; this the digitally connected world permits: personalisation, peer-to-peer sharing, makes the Internet a market of near-perfect competition Porter, The Cluetrain Manifesto describes markets as conversations.
Humans follow. In digital marketing, however, there is no single definitive approach each are storytellers; brands create stories, myths and legends around their products business must create its own roadmap. However, there are questions you can use and services. Ultimately, what people say about your product or service is a story to guide the process. A strategy needs to cover the questions of who you are, what you are offering and to whom, as well as why and how you are doing so. The steps and questions below cover what an organisation should be aware of when creating and implementing a 2.
Context to understand your business and your market. The first step in crafting a successful strategy is to examine the context of the organisation and the various stakeholders. Weve covered this under marketing strategy earlier in this chapter, but it bears repeating:. Who are you, why does your brand matter and what makes your brand useful and valuable? Who are your customers, and what needs, wants and desires do they have?
Who are your competitors? These may extend beyond organisations that compete with you on the basis of price and product and could also be competition in the form of abstracts such as time and mindshare. Thorough market research will reveal the answers to these questions. Figure 4. SWOT analysis. Always have a purpose in mind when conducting a SWOT analysis. For example, 2. Value exchange study the external threats to your business, and see how learning from these can help you overcome internal weaknesses.
This should tie back in to your business Once you have examined the market situation, the second step is an examination and marketing objectives strengths should be promoted, opportunities should of your value proposition or promise: in other words, what unique value your be sought out, while threats and weaknesses should be minimised as much as organisation can add to that market. It is important to identify the supporting possible.
A SWOT analysis is part of a situational analysis and identifies the key value-adds to the brand promise that are unique to the digital landscape. What issues that direct the marketing strategy. The Internet offers many channels for value creation. However, the definition 2. Any activity with an end goal whether its winning a war, building a city or selling Content marketing is the process of conceptualising and creating this sort of a product should have a blueprint in place for every person in the organisation to content examples of value-based content include a DIY gardening video for a hardware brand, a research paper for a business analyst, or a funny infographic for a marketing company.
Lets look at whether your tactics are performing well and meeting your objectives. For each one in turn. In the same way, a marketer will look at a range of data points to determine whether a chosen tactic is delivering. Objectives are essential to any marketing endeavour without them, your strategy would have no direction and no end goal or win conditions.
Its important to be able to take a step back and ask, Why are we doing any of this? Finally, targets are the specific values that are set for your KPIs to reach within a specific time period. Sportspeople need to reach targets to advance their careers What are you trying to achieve? If you meet or exceed a target, you are succeeding; if you dont reach it, How will you know if you are successful? Specific the objective must be clear and detailed, rather than vague Here is an example: and general.
SMART objective:. Attainable the objective must be something that is possible for your Tactics: brand to achieve, based on available resources. Search advertising Realistic the objective must also be sensible and based on data and trends; dont exaggerate or overestimate what can be achieved. Facebook brand page. Time-bound finally, the objective must be linked to a specific timeframe. KPIs per tactic:. Tactics are the specific tools or approaches Facebook brand page number of comments and shares on campaign- you will use to meet your objectives for example, a retention-based email specific posts newsletter, a Facebook page, or a CRM implementation.
As astrategybecomes more complex, you may have multiple tactics working together to try to achieve the Targets per tactic: same objective. Tactics may change and often should , but the objectiveshould Search advertising search referrals after the first month, with a remain your focus. Well look at tactics in more detail in the next section. Facebook brand page 50 comments and 10 shares on campaign-specific posts per week. Tactics and evaluation Video marketing Branding, customer retention and value creation Many digital tools and tactics are available once you have defined your digital marketing objectives.
Each tactic has its strengths for example, acquisition Video marketing involves creating Since it is so interactive and engaging, video marketing is gaining new customers may best be driven by search advertising, while email video content. This can either be excellent for capturing and retaining customer attention.
The table below expands on some of the most popular tactics available to digital marketers and their possible outcomes. These will be covered in far more detail in Social media Branding, value creation and participation the Engage section of this book. Social media, also known as From a strategic perspective, social media is useful for consumer-generated media, is media brand building, raising awareness of the brand story and Tactic Outcome in the form of text, visuals and audio allowing the consumer to become involved in the story created to be shared.
It has changed through collaboration. Social media platforms also play the face of marketing by allowing a role in building awareness, due to their shareable, viral SEO Customer retention and acquisition collaboration and connection in a way nature. They can also provide crowdsourced feedback that no other channel has been able and allow brands to share valuable content directly with This is the practice of optimising a SEO has a key role to play in acquisition, as it ensures to offer.
A site Email marketing Customer retention and value creation search terms. SEO involves creating that is optimised for search engines is also a site that is relevant, fresh and user-friendly clear, relevant and well designed. These elements ensure content that search engines index a great user experience, meaning that SEO also plays a Email marketing is a form of direct Email marketing is a tool for building relationships and serve when people enter a role in retention. It should maximise product or service. It is extremely the retention and value of these customers, ultimately cost effective, highly targeted, leading to greater profitability for the organisation as a customisable on a mass scale and whole.
A targeted, segmented email database means that Search advertising Sales, customer retention and acquisition completely measurable all of which a brand can direct messages at certain sectors of their make it one of the most powerful customer base in order to achieve the best results.
In pay-per-click or search The beauty of search advertising is that it is keyword digital marketing tactics. This means an ad will come up in response to the when someone clicks on their ad. It therefore plays The ads appear on search engine a role in sales, acquisition and retention. It allows the results pages.
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Once the objectives and tactics have been set, these should be cross-checked and re-evaluated against the needs and resources of your organisation to make sure Online advertising Branding and acquisition your strategy is on the right track and no opportunities are being overlooked. Online advertising covers advertising The main objective of display advertising is to raise brand 5.
Ongoing optimisation in all areas of the Internet ads in awareness online. It can also be more interactive and emails, ads on social networks and therefore less disruptive than traditional or static online It is increasingly important for brands to be dynamic, flexible and agile when mobile devices, and display ads on advertising, as users can choose to engage with the ad marketing online.
New tactics and platforms emerge every week, customer normal websites. Online advertising can be targeted to physical locations, subject areas, past user behaviours, and much behaviours change over time, and peoples needs and wants from brand evolve as more. The challenge is to break through the online clutter to connect with customers in an original and meaningful way. Affiliate marketing Sales and branding This process of constant change should be considered in the early stages of Affiliate marketing is a system of Online affiliate marketing is widely used to promote strategy formulation, allowing tactics and strategies to be modified and optimised reward whereby referrers are given eCommerce websites, with the referrers being rewarded as you go.
After all, digital marketing strategy should be iterative, innovative and a finders fee for every referral they for every visitor, subscriber or customer provided give. It is a useful tactic for brand open to evolution. Understanding user experience and the user journey is vital to building successful Nike chose to use a combination of technological innovations, data analytics and social media brands.
Budget should be set aside upfront for analysing user data and optimising engagement to reach this new, digitally savvy audience. Engineers and scientists associated with prestigious organisations such as MIT and Apple were Social thinking and socially informed innovation are also valuable and uniquely hired to build exciting new technologies and examine market insights. One of their biggest suited to the online space.
Brands regimens, upload these to the web, monitor their progress, and share their achievements socially. This is critical in demonstrating ROI and understating the opportunities and threats in This new community created incredible volumes of data, which Nike used to track behaviours, the market. Nike moved its social media marketing team in-house so that it had Managing the learning loop the knowledge gained from reviewing the performance a closer connection to this data and the conversations being generated by its fans.
This is because brand cycles often move more slowly than the real-time results you will see online. It is therefore important to find a way to work agility into the strategy, Nike also embraced a range of other digital best practices: allowing you to be quick, creative and proactive, as opposed to slow, predictable and reactive. A strong focus on storytelling: Nike advertising shifted from delivering one core big message about its products to talking about inspiration, aspirations and overcoming odds. Nike also strives to understand and engage with the subcultures of each Nike transformed its marketing strategy by embracing key digital strategies such as data analytics, sport, talking to them in the vernacular they are familiar with.
Understanding and communicating with customers on their terms: When Nike created its big-budget Write The Future ad for the World Cup, featuring soccer superstars 2. Having seeded to a community and primed it with teasers, the ad received 8 As one of the biggest sports brands in the world, Nike was not struggling for exposure or attention.
However, the brand was noticing that its traditional, big-budget advertising strategy was seeing fewer returns over time. Being remarkable and shareable: Nike put up a storey digital billboard in Johannesburg, South Africa that was populated with constantly-updating user tweets, creating a buzz The biggest market for Nike products consists of young people between the ages of 15 and 25, around the campaign.
But these Generation Y customers werent paying attention to big, top-down media, and were looking for a brand that offered constant change Allowing mass customisation: The Nike iD online store lets fans create their own custom and innovation, not just the same old thing over and over. Nike realised that it needed a new approach to reach this digital audience. Nike reaches over million fans every day in an interactive dialogue, rather than having to rely It all starts with understanding the business challenges that your brand faces. From here, an on big sponsored events such as the Super Bowl or World Cup to reach this number.
Digital marketing strategy adds a layer of The massive volumes of freely shared user data produce meaningful brand insights, lead to technology, engagement and iterative optimisation into the mix. The wide variety of tools and product innovations, and allow the brand to get closer to consumers. In addition to this: Digital marketing strategy is highly empirical and your strategic thinking should be mindful of ROI and how it can be measured.
As of August , the main Nike Facebook page has over 15 million likes, the Nike 1. What was the key insight that helped Nike develop a holistic marketing strategy? Football page has What role do you think offline marketing and branding channels played in furthering the digital strategy? Similarly, on Twitter, the brand is also engaging millions of fans 1.
What should Nike take into consideration when rolling out new elements and campaigns as on the Nike Football account. All of the chapters in this book are linked to digital marketing strategy in one way or another. Why is it important to consider the business context when planning your marketing strategy? A solid business and brand strategy should be the starting point of any marketing venture, and you 2. How has the Internet affected marketing and the models we use to understand it?
Do you agree with the idea that customers are more empowered than they were before After all, you should always remember that you are trying to reach your chosen audience by digital communications were so prevalent? Motivate your answer. While strategy helps you understand the questions you should ask, market research is the process used to answer them.
From there, content marketing strategy helps you put your ideas into 2. Strategy is the essential first step in positioning your brand within the market and creating a roadmap for achieving your business goals. While there are many different paths one can take, there is a clear www. Cendrowski, S. Kotler, P. Noesis Marketing, Building a Brand Pyramid. Porter, M.
Vipat, R. YouTube, Statistics. Whats inside: We begin with an introduction, and then its into the key terms and concepts of market research, quantitative and qualitative research, how to go about gathering data, and the distinction between primary and secondary research. Learn about online research communities, conducting research surveys and get to grips with the valuable tools of the trade. Wrap things up with a chapter summary and a case study showing how BrandsEye has developed with the markets demands.
The Internet is built for research. Whether its a consumer shopping around for Online reputation management ORM Understanding prices, a researcher exploring a topic or a fan looking up their favourite band, the ORM and influencing the perception of an entity online. Internet makes finding and analysing information easier than ever before. Thats The collection of data to present a new set of findings because everything people do online leaves a data footprint.
Primary research from original research. Consumers are able to research companies and products easily, gathering Data that can be observed but not measured. Deals with Qualitative data information to compare prices and services with a few clicks of the mouse. Consumers are also able to share likes and dislikes easily, whether that information Data that can be measured or defined. Deals with Quantitative data is shared with companies or with friends. Really simple RSS allows you to receive updates without requiring you This process can also work in reverse: brands can study who their customers are, syndication RSS to constantly visit web pages in your browser.
This is what online market research is all about. A community set up with the intention of being a source Research community for research. In this chapter, you will learn: Research methodology Methods employed in research for reaching results. Why online market research is crucial to any marketing endeavour The number of respondents in a sample of the Sample size population.
The most important concepts you need to know in order to start Secondary research The collection of existing research data. It is becoming increasingly more difficult to keep up with trends, customer The number of people who view one page and then leave needs, popular opinions and competitors and at the same time, staying at the Bounce rate a website without viewing any other pages. Data Statistics and facts collected for analysis. So, how can you keep your brand current and ensure you are meeting your A form of qualitative research where people are customers needs?
From Focus group a marketing perspective, it is an important tool for The answer is to conduct market research. Market research helps you make acquiring feedback regarding new products and various topics. It involves systematically gathering, recording and analysing data about customers, competitors and the market, and turning this A supposition that is tested in relation to known facts; data into insight that can drive marketing strategies and campaigns. Hypothesis a proposition based on reason but not necessarily assumed to be true.
Online market research is the process of using digital tools, data and connections A testing environment where the researcher observes to glean valuable insights about a brands target audience. In other words, its Listening lab how a customer uses a website or product. Technology plays a key role in gathering data and connecting with research If you are able to understand your customers and the greater business context, you participants, and makes the whole process quicker and easier to manage than will be able to market more effectively to them, meet their needs better, and drive traditional offline research methods.
All of this adds up to happier customers and, ultimately, a healthier bottom line. Traditional and online market research have the same goals and underlying principles, but online market research has the benefit of using digital technology, which provides a range of benefits: 3. While the research field can be full of complex terminology, there are four key Many of the processes for finding, gathering and storing data can be concepts you should understand before conducting your own research: automated for example, you can get an automatic email alert if someone mentions your brand, or you can set up self-administered digital surveys.
Research methodology. Qualitative and quantitative data You have access to a large number of participants around the world at the click of a button. Primary and secondary research. The validity methodologies online, so you can access this trove of resources to inform of any data must be A research methodology is the process you should follow in order to conduct considered in light of your own research. Research should involve certain steps: your research design.
Online market research can be much more cost effective and quick to set 1. Establish the goals of the project up than traditional research techniques.
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Determine your sample There are many reasons why you should conduct regular market research: 3. Choose a data collection method Gain insights into your consumers this can include: 4. Collect data o What customers want and need from your brand. Analyse the results. Formulate conclusions and actionable insights for example, producing o Why potential customers might choose your brand over another one reports.
It is therefore not always possible to get hold of comparable information Understand the changes in your industry and business to aid decision making. This is why it can be useful to start from a specific research problem or hypothesis. Discover new market trends on which you can capitalise.
Find new potential sales avenues, customers, products and more Your research question should guide your entire process, and will determine your choice of data collection method more on those later. Find and engage new audiences. Committed customers who complain, comment or compliment are providing information that can form Research can be based on primary data or secondary data. Primary research is the foundation for researching customer satisfaction.
This is where information does not exist already or is not accessible, and therefore needs Social networks, blogs and other forms of social media have emerged as forums to be specifically collected from consumers or businesses. Surveys, focus groups, where consumers discuss their likes and dislikes, and can be particularly vocal research panels and research communities can all be used when conducting about companies and products. These data can, and should, be tracked and primary market research. If a community is established for research purposes, these should be considered primary data, but using social Secondary research uses existing, published data as a source of information.
It media to research existing sentiments is considered secondary research. The Internet opens up a wealth of resources for conducting this research. The data would, however, The Internet is an ideal starting point for conducting secondary research based on originally have been collected for solving problems other than the one at hand, published data and findings. But with so much information out there, it can be a so they may not be sufficiently specific.
Secondary research can be useful in daunting task to find reliable resources. The first point of call for research online is usually a search engine, such as The Internet is a useful tool when conducting both primary and secondary research. Search engines usually have an array of Not only are there a number of free tools available when it comes to calculating advanced features, which can aid online research. For example, Google offers: things such as sample size and confidence levels see the section on Tools of the trade for some examples , but it is also an ideal medium to reach large numbers of people at a relatively low cost.
The data can provide enough information to solve the problem at hand, thereby negating the need for further research. Many research publications are available online, some for free and some at a cost. Many of the top research companies feature analyst blogs, which provide some Secondary data can provide sources for hypotheses that can be explored industry data and analysis free of charge. Sifting through secondary data is a necessary precursor for primary research, as it can provide information relevant to sample sizes and Some notable resources are: audience, for example.
Companies with online properties have access to a wealth of web analytics data www. These data can then be mined for insights. Its worth remembering, though, that its usually impossible for you to access the web www. The Internet and primary research Quantitative Qualitative Primary research involves gathering data for a specific research task.
It is based Purpose Tests known issues or Generates ideas and on data that has not been gathered beforehand. Primary research can be either hypotheses. Seeks consensus, the norm Primary research can be used to explore a market and can help to develop the Seeks complexity Generalises data hypotheses or research questions that must be answered by further research. Puts data in context Generally, qualitative data is gathered at this stage. For example, online research Advantages Statistically reliable results Looks at the context communities can be used to identify consumer needs that are not being met and to to determine if one option is of issues and aims to brainstorm possible solutions.
Further quantitative research can investigate what better than the alternatives. Challenges Issues can be measured only Shouldnt be used to if they are known prior to evaluate pre-existing ideas. With larger sample sufficient for predicting the sizes, qualitative data may be analysed Data can be classified as qualitative or quantitative. Qualitative research is population quantitatively. Qualitative research aids in identifying potential hypotheses, whereas quantitative research puts hard numbers behind these hypotheses.
Both quantitative and qualitative research can be conducted online. Quantitative research relies on numerical data to demonstrate statistically significant outcomes. Web analytics packages are a prime source of data. Using data such as search note terms, referral URLs and internal search data can lead to qualitative information Read more about this The Internet can be used to gather both qualitative and quantitative data.
In fact, about the consumers visiting a website. However, when data is measurable and in the Data Analytics the communities on the web can be viewed as large focus groups, regularly and chapter. When both qualitative and quantitative research are used, qualitative research usually takes place first to get an idea of the issues to be aware of, and then 3. The main differences between quantitative and qualitative research are represented Qualitative research is usually conducted with a small number of respondents in the following table.
Quantitative research is conducted with far larger numbers, enough to be able to predict how the total population would respond. Quantitative Qualitative. Data gathered Numbers, figures, statistics, Opinions, feelings, Sample size is an important factor in conducting research and should be objective data motivations, subjective data representative of the population you are targeting as a whole.
If your business Question answered What? However, if your Group size Large Small business transacts only online, offline channels for your market research are less Data sources Surveys, web analytics data Focus groups, social media necessary. Because quantitative research aims to produce predictors for the total population, Conducting surveys online allows for data to be captured immediately, and data sample size is very important. The sample size needs to be sufficient in order to analysis can be performed easily and quickly. By using email or the Internet for make statistically accurate observations about the population.
For example, if you have registered users of your website, you dont need to survey all of them in order to understand how the entire population behaves. You Technology allows you to compile sophisticated and user-friendly surveys. There are several sample size calculators mentioned in the section on Tools of the trade. You can run ongoing online surveys at minimal cost. Simple polls can be used in forums and on blogs to generate regular feedback. Website satisfaction surveys are also an easy way to determine the effectiveness of a website or marketing note 3.
Who would you select to participate in an online There are many online market research methodologies. This chapter touches on A growing survey trend is getting instant feedback on questions or ideas from focus group? How do you think the demographic three of the most popular and useful ones: surveys, online focus groups and social an existing community such as a trusted group of thought leaders, your brands of your participants social media fans, or a pre-created research community. Examples include the affect the resulting media monitoring. InstantAfrica www. That all depends on a variety of factors, from your research question and purpose to your budget and time.
Here are some general pointers: Designing surveys How you design a survey and its questions will directly impact on your success. A survey can include any number and type of questions, and more complicated Surveys: Ideal for collecting large amounts of quantitative data and questions should appear only once users are comfortable with the survey. Be careful that you do not introduce bias when creating questions by asking leading questions.
Online focus groups: Ideal for engaging consumers and collecting qualitative data such as opinions, ideas and feelings about the brand Example: they require a larger time investment and a willing group of participants. Incorrect: We have recently introduced new features on the website to Online monitoring: Ideal for collecting qualitative data on brand become a first class web destination.
What are your thoughts on the new sentiment, and can also provide some quantitative data around volume site? Replace with: What are your thoughts on the changes to the website? In general, you will also find that you get more accurate answers when phrasing 3. Example: Surveys are questionnaires that contain a series of questions around a specific topic. Their purpose is to gather large volumes of quantitative data easily, though Incorrect: How many times a week do you buy take-away food?
Replace with: In the past month, how many times did you buy take-away food? Questions in the survey should be brief, easy to understand and easy to answer. Ranked or ordinal. Types of survey questions These questions ask respondents to rank items in order of preference or relevance. Respondents are given a numeric scale to indicate order. This results in quantitative data. Open-ended Example: Open-ended questions allow respondents to answer in their own words.
This usually results in qualitative data. Rate the features of the digital marketing textbook website, where 1 is the most useful and 4 is the least useful. Example: Blog What features would you like to see on the website for the digital marketing Case studies textbook www. Free downloads Additional resources. Closed 4. Matrix and rating These questions give respondents specific responses from which to choose.
These are typically multiple-choice questions with either one or multiple possible These types of questions can be used to quantify qualitative data. Respondents are answers. Example: Example:. Do you use the digital marketing textbook website? No Blog or: Case studies Free downloads What features of the digital marketing textbook website do you use? Tick all Additional resources that apply. Blog Case studies 3. Respondents can be sourced from all over the world and react in real time, arguably being freer with their responses since they can be anonymous in an electronic environment.
Online focus groups are ideal for having frank, detailed conversations with people who have an interest in your brand this means they result in primary, qualitative data. This information can then be used to create quantitative research questions. Online focus groups can be conducted by using a range of technologies. The participants discuss their impressions. Usually running for between one and two simplest is to use a text-based messaging program or online forum there hours, focus groups are used to get consumer views on: are many options available.
More sophisticated tools allow for voice or video conferencing, and can make it easier for the researcher to pick up clues form New products or marketing campaigns the respondents voice and facial expressions. Some tools allow the researcher Existing products and campaigns, and how they can be improved to share their desktop screen with respondents in order to illustrate a concept or Sentiment around the brand question.
Views on a brands new direction or visual style Good options for conducting online focus groups include: Ideas for how the brand could improve its position or branding. Google Hangouts: www. Skype: www. Also consider that you may run into technical troubles if people are connecting from different locations and Internet connections be prepared to do some basic troubleshooting if this happens. There are a number of different ways that you can recruit participants for an online focus group.
This could include inviting people from your existing customer database, going through a traditional market research recruiting agent, or putting a call out on your website or social media communities. It is common practice to offer a small incentive to people who participate in a focus group, as it is a fairly time-intensive activity.
Rather than having to conduct real-world surveys handling a PR crisis. Online monitoring can and interviews, in the digital world you can simply listen to the conversation supply your business happening about you. Customers dont always use channels designated by a company to talk about that organisation, but the good news is that the Internet makes it easy for a company to identify and use the channels that customers have selected.
Wednesday Uber now lets you rate your driver mid-ride. Rocket Internet to invest heavily in AI and fintech. Vista Equity to pick up majority stake in Integral Ad Science. Adsquare integrates real-time contextual data for improved brand safety. Brits heavily favour smartphones over smart glasses for AR experiences.