Innovative Online Innovative Online Marketing Research Marketing Research Methods Methods Hermann Apostol, Mandy Hermann Apostol, Mandy Fogelman, Andrew Kalman, Fogelman, Andrew Kalman, Michele Neher, and Michele Neher, and Amy Tiso Amy Tiso
May 31, 2015
Innovative Online Marketing Innovative Online Marketing Research MethodsResearch Methods
Hermann Apostol, Mandy Fogelman, Hermann Apostol, Mandy Fogelman, Andrew Kalman, Michele Neher, and Andrew Kalman, Michele Neher, and
Amy TisoAmy Tiso
““Over 80% of market researchers in Europe and Over 80% of market researchers in Europe and North America intend to increase their use of North America intend to increase their use of online as a research channel over the next six online as a research channel over the next six months.” months.”
~ ~ New Media AgeNew Media Age
Article OverviewArticle Overview
Marketing Research: Online, on tap. Marketing Research: Online, on tap. Marketing MagazineMarketing Magazine
ROI Real-TimeROI Real-TimePromo MagazinePromo Magazine
Search for TomorrowSearch for TomorrowFastCompany MagazineFastCompany Magazine
Marketing Research: Online, on tap.Marketing Research: Online, on tap.
Marketing MagazineMarketing Magazine
Online Panels: ProsOnline Panels: Pros
Real Time ResultsReal Time Results Time and Money SavingsTime and Money Savings Convenient for ConsumersConvenient for Consumers More Relaxed EnvironmentMore Relaxed Environment
– Higher QualityHigher Quality– Honest and Reasoned ResponsesHonest and Reasoned Responses
Access to Target Audiences Unrestricted Access to Target Audiences Unrestricted by Geographyby Geography
Online Panels: ConsOnline Panels: Cons
Online Profile vs. General PopulationOnline Profile vs. General Population Lengthy Questionnaires Lengthy Questionnaires Poor Quality Poor Quality Poor Recruitment and Badly Managed Poor Recruitment and Badly Managed
Panels Panels Damaged Data Damaged Data Technical ProblemsTechnical Problems Higher Programming CostsHigher Programming Costs
Online Research in PracticeOnline Research in Practice
ROI Real-TimeROI Real-Time
Promo MagazinePromo Magazine
Reasons for Marketing ResearchReasons for Marketing Research
Measure Impact of MarketingMeasure Impact of Marketing ROIROI
More complex due to integrationMore complex due to integration New methods developedNew methods developed
– Digital PromotionsDigital Promotions
Digital PromotionsDigital Promotions
Research Results Improves ROIResearch Results Improves ROI1.1. Reduces data entry costsReduces data entry costs
2.2. Improves data accuracyImproves data accuracy
3.3. Saves timeSaves time
4.4. Ability to changeAbility to change
Data CollectionData Collection
Ability to Measure Sales & Consumer Ability to Measure Sales & Consumer BehaviorBehavior
Given…Given…– Accurate self-entered dataAccurate self-entered data– Ready-for-use databasesReady-for-use databases– Immediacy of real-time resultsImmediacy of real-time results
Search for Tomorrow Search for Tomorrow
FastCompany MagazineFastCompany Magazine
Search forSearch for TomorrowTomorrow
Goal of Internet Marketing ResearchGoal of Internet Marketing Research Search-Based Ads; Search-Based Ads; GoogleGoogle & & YahooYahoo Identifying Audiences, Web-surfing HabitsIdentifying Audiences, Web-surfing Habits Effectively Displaying Ads in Relation to Effectively Displaying Ads in Relation to
UserUser
Recap: Popular Trends in Recap: Popular Trends in Online Marketing ResearchOnline Marketing Research
We Discussed the Use Of:We Discussed the Use Of: Online PanelsOnline Panels Online PromotionsOnline Promotions Search EnginesSearch Engines
Others Trends:Others Trends: Online Surveys w/ IncentivesOnline Surveys w/ Incentives Monitoring of Web-based forumsMonitoring of Web-based forums
Key PointsKey Points
Research is an Essential Part of Research is an Essential Part of Marketing.Marketing.
Don’t Let Yourself or Your Company Fall Don’t Let Yourself or Your Company Fall Behind.Behind.
Class DiscussionClass Discussion
What types of online research have you personally What types of online research have you personally participated in? participated in?
Do you believe that some research methods are better Do you believe that some research methods are better done in the traditional fashion? Why or why not?done in the traditional fashion? Why or why not?
In class, we talked about the Richness vs. Reach In class, we talked about the Richness vs. Reach Trade-Off? Which would you prefer?Trade-Off? Which would you prefer?