Research ethics is critical and often required for legal compliance. Here we provide examples of unethical research and help you focus on research strategies that will be above board but highly effective.
- [Voiceover] So how can digital marketing research help you in your career or in the business where you work? In a few moments, I will walk you through why it is such a useful skill to add to your list. Firstly, when we look at the area of consumer research, before investing huge amounts in things like product development or content marketing, we can actually measure consumer demand through quantitative research which will justify the next steps that we need to take in our strategy.
If we're open about the possibilities of online research, we can even use it to improve future products or services. For example, by analyzing quantitative feedback from online consumer reviews and sharing it with our research and development team. Secondly, we can also do competitor research. Can you think of any business today which does not have competition? To become a formidable competitor, it involves so much more than simply copying a good looking website.
We need to know a lot more. For example, how many pages of content a website has. What is the approximate participant base? What are the traffic sources? And more importantly, what effort of all investment would be required to compete on equal terms? The ability to apply this sort of research to a number of websites can provide us with an overall view of the competitor landscape. Therefore the ability to carry out digital marketing research can strengthen our business intelligence and influence the strategic decisions that we make.
Now fortunately, consumers leave large collective and individual digital footprints on the web which is valuable to digital marketers. And with competitors, there is a saying that they can run, but they cannot hide because research can tell us so much about the competition. Yes, there are infinite areas of research that could be of interest, but to provide you with a solid foundation and a starting point, this course will focus on the following topics.
Firstly, in our introduction to online research, we will cover qualitative and quantitative research. We'll become acquainted with the largest online ecosystems where research is gathered and discuss some of the research limitations. Then, in researching consumer demand, we will learn practical tips on how to measure consumer demand through large online ecosystems like Google, Facebook, and Amazon. Next, we will look at researching the competition.
Here, we will learn how to use Google and LinkedIn to research the competition. And finally, we'll put our knowledge into action where we will provide you with a challenge and a solution in the forms of a case study to demonstrate how effective research can be carried out. To conclude, digital marketing research will enable us to gather useful information about consumers and competitors which can be used for better decision-making. Here is something I'd like you to think about.
Can you think of ways digital marketing research will improve the decisions you will make in the next few weeks?
Adriaan Brits consults with organizations all over the world at improving their market research practices. Here, he shares his knowledge with you. Using data from big (and free) online ecosystems such as Google, Facebook, and LinkedIn, Adriaan shows how you can measure consumer demand, trends, market competitiveness, and direct competition. He also introduces some premium toolsets used by professional marketers. By the end of the course, you'll have the skills to conduct your own independent research and investigate your customers and competitors online.
- Explain how to conduct ethical research.
- Identify the benefits of digital research.
- Use Google AdWords to measure demand.
- Leverage LinkedIn to measure the competition.
- Distinguish tools from Google, Amazon, LinkedIn, and Facebook.
Skill Level Intermediate
Q. This course was updated in 12/2017. What topics were updated?
A. The following topics were part of the update: professional research tools, SEMrush, and SimilarWeb.