Post on 18-Jul-2018
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
Informed decision-making comes from a long tradition of guessing and then blaming others for inadequate results.
- Scott Adams
What's the biggest marketing mistake of all?
The number 1 mistake is to do nothing.Remember, when you do nothing, nothing works.
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
Internet Basics• 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
Being online does not mean you are being found. If you build it…they won’t come.
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).
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.
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.
Internet Market Research & SEOData 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.
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.
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.
Speaking Your Customers’ LanguageExample: 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).
Speaking Your Customers’ LanguageClient Suggested Phrases:
Gold PlatingNickel Coating
Conductive FillersThermal Spray Coating
Phrases actually NOT BEINGsearched
Phrases Identified byInternet Market Research:
EMI ShieldingRFI Solutions
Radio Frequency ShieldingElectromagnetic Interference
Magnetic Shielding
Popular phrases BEINGsearched
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.
Offline Applications• Branding.
• Competitive analysis.
• New market opportunities & verticals.
• Streamline business processes.
• Public relations & press releases.
Online Applications• Web site / Directories.
• Online newsletter.
• Email.
• White papers.
• Blogs.
• Online press releases.
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.
Ken Jurina President, Epiar Inc.
ken@epiar.com
Ph. 780-428-5530Toll Free 1-888-428-5545
Sources: JupiterResearch, American Interactive Consumer Survey, PR Web
Thank You!
Professional market research driving effective internet marketing.
• 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