Consumers and companies leave large amount of valuable data all over the web. Digital marketing research is the process of harvesting the data and putting it to good use and that this Book is all about. In this section, I like to share with you how you can conduct your own digital marketing research. We will discuss how to employ big online data ecosystems to research consumers and competitors that may be use free tools to carry out the research but also share with you a few premium tools used by professional marketers. Once you will familiar with the research techniques, we will provide you with a live example of a recent challenge for which you conform the solution which are else not visible in marketing research.
Important consideration before proceeding with online research physical considerations require that the applicable it’s perfectly acceptable to use transparent online research tools together more conduct about consumers and contenders. There are several belongings that would not be considered as ethical; for example hacking a competitor’s website; gaining unlawful access to data is not ethical; interviewing competitor employee in false pretenses is not ethical. Creating and publishing generalizations based on qualitative opinions of article on unconfirmed data and identified bloggers would be un-ethical. Accessing data which is not publicly available certainly not ethical.
• Hacking a competitor’s website;
• Gaining unlawful access to data;
• Interviewing a competitor’s employees under…false pretenses;
• Creating and publishing generalizations based on…the qualitative opinions of unconfirmed data;
• Using nonpublic data.
Always keep these things in mind when carrying out market research. Something to imagine about before we continue would you be Would you be happy if your competitor used…the same research strategy as you, or would you feel that your privacy was violated? You feel that your privacy has been violated. However, we will go doing our research in a more ethical fashion.
Largest Online Eco-System:
In this section, we will learn about the largest online ecosystem on web. This will enable us to collect more representative investigate samples which will augment the correctness of our research and enable better decision making power. You can use the free version off of Alexa.com to tell you about the largest ecosystems in the world.
You can customize this by country, or by category. Let’s go to Browse Top Sites and let’s imagine you’re in the United Kingdom and you’d like to see the biggest websites in your country then just go to country scroll down to the United Kingdom and that we go. Here is a list of the biggest websites in the United Kingdom salted by the amount of traffic they receive. More specifically, you can got health and women health etc.
Let’s imagine the during the health business you click on health let’s be more specific door in the women’s health category you click on women’s health and there we go it salts out the biggest online ecosystems but relates to women’s health in the United Kingdom.
But let’s have a look at the ecosystems that can be particularly helpful with our research. We will discourse the first ecosystem is Google. It is useful to us because in most countries represents the largest part of the population online search requirements. Therefore when we use quantitative research to establish public demand, we will use the Google keyword tool.
• Keyword tool
• Webmaster tools
• Customer reviews
• Best-seller lists
• Ad inventory
• Consumer sentiment
• Customer reviews
• Best-seller lists
The second ecosystems Amazon is useful because in most countries represents the largest part of the population online shopping habits. Therefore, when we use qualitative research to understand what consumers such as women think of a product and why bolted that we can scrape Amazon reviews and analyzes them . The third ecosystem was Facebook. In most countries Facebook represents the largest social media network. Therefore we can use quantitative research to evaluate Facebook’s advertising inventory which will tell us the size of online interest groups, all branded communities etc. Facebook has become more sophisticated in the sense that it is also enable us to carry out a mixture of qualitative and quantitative research for example how many repeat buyers offset the products exist in a brand community. Third one is linkedin which is become the world’s most popular social network. Linkedin was perhaps the most useful tool for B2B research and for services for example physical products mainly retail Amazon which attracts reviews but where services are involved, recommendations and endorsements, Linkedin can serve as a valuable alternative to what Amazon offers at the same time.