Lecture Marketing research (12th edition) - Chapter 7: Marketing research on the internet
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Marketing Research
Aaker, Kumar,
Leone and Day
Twelfth Edition
Instructor’s
2
Chapter Seven
Marketing Research on
The Internet
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Current Trends in Web Usage
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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.
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Current Trends in Web Usage
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Online Advertisements
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Online Tracking Measurements
Online tracking is advantageous to researchers in many ways.
1.
2.
3.
Internet tracking offers researchers a means to test viewers’
advertisement recognition by providing visual cues
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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.
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Primary Research on the Internet
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Email Surveys
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Advantages
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Greater speed of delivery of questionnaires
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Higher speed of delivering responses and feedback
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Costsavings benefits over regular mail surveys
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No intermediaries
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Asynchronous communication
Disadvantages
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Low security
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No guarantee for anonymity
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Comparison of Information Sources
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Secondary Research on the Internet
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Custom Search Service
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Agents
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Leveraging Web Analytics
for Marketing
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Leveraging Web Analytics for Marketing
U.S. Online Ad Spend 20112016
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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.
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What is Google Analytics?
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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
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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
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How can it be used for marketing purposes?
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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
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The Internet & Marketing Research Developments
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Intranets
Speed
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Where The Users Are
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End of Chapter Seven
