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.

SEO At WorkLet’s take a look …

www.BehrendsBronze.com

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!

Q & A

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