Transcript New Opportunities with Internet Market Research

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/day
200+ 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 & SEO
Data 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’ Language
Example: 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’ Language
Client Suggested Phrases:
Phrases Identified by
Internet Market Research:
Gold Plating
Nickel Coating
Conductive Fillers
Thermal Spray Coating
EMI Shielding
RFI Solutions
Radio Frequency Shielding
Electromagnetic Interference
Magnetic Shielding
Phrases actually NOT BEING
searched
Popular phrases BEING
searched
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 Work
Let’s take a look …
www.BehrendsBronze.com
Thank You!
Ken Jurina
President, Epiar Inc.
[email protected]
Ph. 780-428-5530
Toll Free 1-888-428-5545
Sources: JupiterResearch, American Interactive Consumer Survey, PR Web
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