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?