Join Adriaan Brits for an in-depth discussion in this video Challenge: Case study 1, part of Online Marketing Foundations: Digital Marketing Research.
(whooshing)…- [Instructor] Now we're going to review our knowledge…with a challenge and a solution.…This will be fun and you can repeat this…as many times as you like,…and even use different examples when you repeat this.…Here's the challenge.…The finance director would like to understand more about…the potential cost and effort required…by online retailers who sell water filters…in the United States,…but he wants to know about companies…who use their own websites…rather than third party websites such as Amazon.…
They would like to know the following…four questions specifically.…Number one, what is the approximate search demand…across the country?…Number two, what would be the monthly cost…of targeting approximately 10% of the search traffic…through paid search?…Number three, how many pages of content…will be required to compete with the most prominent…Google competitor for organic search traffic?…Number four, after the main competitor,…which other websites are considered to be…notable competitors in the market?…
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.