Lecture Marketing research (12th edition) - Chapter 7: Marketing research on the internet. In this chapter, the following content will be discussed: Current trends in web usage, online advertisements, online tracking measurements, primary research on the internet,...
Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Chapter Seven Marketing Research on The Internet Marketing Research 12th Edition Current Trends in Web Usage • • • • • 78.1 % 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 2010 88% of people between 5064 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 Marketing Research 12th Edition Current Trends in Web Usage Marketing Research 12th Edition Online Advertisements Marketing Research 12th Edition Online Tracking Measurements 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 cues Online 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 Marketing Research 12th Edition Marketing Research 12th Edition Primary Research on the Internet Marketing Research 12th Edition Email Surveys • • Advantages ↑ Greater speed of delivery of questionnaires ↑ Higher speed of delivering responses and feedback ↑ Costsavings benefits over regular mail surveys ↑ No intermediaries ↑ Asynchronous communication Disadvantages ↓ Low security ↓ No guarantee for anonymity Marketing Research 12th Edition 10 Comparison of Information Sources 10 Marketing Research 12th Edition 11 Secondary Research on the Internet • Custom Search Service • Agents • Leveraging Web Analytics for Marketing Marketing Research 12th Edition 12 Leveraging Web Analytics for Marketing U.S. Online Ad Spend 20112016 • • For 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 halfdecade with total online ad investment projected to hit $62 billion by 2016 Marketing Research 12th Edition 13 What is Google Analytics? • • • 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 service It allows businesses to see; a) How people find their site b) How they navigate through that site c) How they ultimately become customers Marketing Research 12th Edition 14 What is Google Analytics? (contd) Number of Visits to Page in specified time Average amount of Time spent on Site by each user in a given session Percentage of visits that are New Visits Distribution of traffic to site by source Marketing Research 12th Edition 15 How can it be used for marketing purposes? • • Google Analytics makes it possible for advertisers, publishers, and website owners to improve their online results. Using such a tool helps marketers in; ▫ Targeting consumers ▫ Managing online advertising ▫ Understanding regional distribution of visitors Eg: Campaign Tracking in Google Analytics Marketing Research 12th Edition 16 The Internet & Marketing Research Developments • • Intranets Speed Marketing Research 12th Edition 17 Where The Users Are http://www.drvkumar.com/mr11/ SOURCE: http://www.gandalf.it/data/data1.htm Marketing Research 12th Edition 18 End of Chapter Seven ... Edition 10 Comparison of Information Sources 10 Marketing Research 12th Edition 11 Secondary Research on the Internet • Custom Search Service • Agents • Leveraging Web Analytics for Marketing Marketing... Research 12th Edition Marketing Research 12th Edition Primary Research on the Internet Marketing Research 12th Edition Email Surveys • • Advantages ↑ Greater speed of delivery of questionnaires ↑ Higher speed of delivering responses and feedback...2 Chapter Seven Marketing Research on The Internet Marketing Research 12th Edition Current Trends in Web Usage • • • • • 78.1 % of American households had a high‐speed Internet connection in 2013