Marketing Research on The Internet

Marketing ResearchAaker, Kumar, Leone and Day Twelfth EditionInstructor’s Presentation SlidesChapter Seven2Marketing Research on The InternetMarketing Research 12th Edition Current Trends in Web Usage78.1 % of American households had a high‐speed Internet connection in 2013 87% of adults use the internet (Pew Internet and American Life Project)90% of Americans purchased products or services online in 2013 Online advertising revenue is $26 billion in 201088% of people between 50-64 years of age use the Internet in 2014 (The Pew Report)Total retail online spending in general merchandise will increase from $263 billion in 2013, up to $414 billion in 2018.3Marketing Research 12th Edition Current Trends in Web Usage4Marketing Research 12th Edition Online Advertisements5Search Engine AdvertisingLocal Media AdvertisingContextual AdvertisingMarketing Research 12th Edition Online Tracking Measurements6Marketing Research 12th Edition Online tracking is advantageous to researchers in many ways.Internet tracking offers researchers a means to test viewers’ advertisement recognition by providing visual cues Unlike telephone surveys that only provide verbal cuesOnline tracking yields faster results.It is possible for researchers to know the viewer awareness of advertisement campaigns and also determine the degree of awareness of a campaign by comparing segments of the audience.7Marketing Research 12th Edition Primary Research on the InternetE-mail SurveysInteractive FormsOnline PanelsOnline Focus GroupsUser Generated Reviews8Marketing Research 12th Edition Email SurveysAdvantages Greater speed of delivery of questionnairesHigher speed of delivering responses and feedbackCost-savings benefits over regular mail surveysNo intermediaries Asynchronous communicationDisadvantagesLow securityNo guarantee for anonymity9Marketing Research 12th Edition Comparison of Information Sources1010Marketing Research 12th Edition Secondary Research on the InternetCustom Search ServiceAgentsLeveraging Web Analytics for Marketing11Marketing Research 12th Edition Leveraging Web Analytics for Marketing12Marketing Research 12th Edition U.S. Online Ad Spend 2011-2016For the first time in U.S. history, marketers are projected to spend more on online advertising than on advertising in print magazines and newspapers. Online ad revenues are expected to continue to grow over the next half-decade with total online ad investment projected to hit $62 billion by 2016.What is Google Analytics?13Marketing Research 12th Edition It is a free website statistics solution that gives rich insights into web traffic and marketing effectiveness.It is the most widely used website statistics service with 60% of the 10,000 most popular websites using the serviceIt allows businesses to see;a) How people find their siteb) How they navigate through that sitec) How they ultimately become customersWhat is Google Analytics? (contd)14Marketing Research 12th Edition Number of Visits to Page in specified timeAverage amount of Time spent on Site by each user in a given session.Percentage of visits that are New VisitsDistribution of traffic to site by sourceHow can it be used for marketing purposes?15Marketing Research 12th Edition Google Analytics makes it possible for advertisers, publishers, and website owners to improve their online results. Using such a tool helps marketers in; Targeting consumersManaging online advertisingUnderstanding regional distribution of visitorsEg: Campaign Tracking in Google AnalyticsThe Internet & Marketing Research DevelopmentsIntranetsSpeed16Marketing Research 12th Edition Where The Users Are17SOURCE: Research 12th Edition of Chapter Seven