So What, You Ask?
Well, considering that online research drives 70 percent or more of offline purchases (iMedia, 2004), it's undeniable that having a highly visible and functional web presence is vital. An optimized web site ensures that it is ranked high in the search engines for particular search phrases.
Ranking highly in search results is extremely effective in ensuring that potential customers will find you at the most opportune time within the buying cycle - when they are ready to learn, compare, and of course, buy! This is critical to any organization with an online presence.
How else can better research and SEO help your business? It can increase lead generation, reduce operational costs, increase customer loyalty, improve partner or channel development, and offer extensive market analysis.
Lesser Known Uses Of Internet Market Research
Let's take a look at offline marketing activities as well. Not only can online research be used for web site development, but it can also be a great benefit for many areas used within integrated marketing communication (IMC) elements such as advertising, PR, interactive communication activities, and numerous other business functions. Here are just a few examples:
* Branding: Increase your profile and brand awareness. Sixty percent of searchers' brand opinions were changed or enhanced as a result of online research (American Interactive Consumer Survey, 2004). SEO market research can be used to correctly understand the behavior of your target market. By using keyword research that reflects your brand positioning, you can both enhance your brand and increase your chances of getting found by web searchers.
* Competitive Analysis: Discover your market position. Market research can determine how your company and products measure alongside your industry competitors.
* New Opportunities: Satisfy your potential customers. Research can provide insight into new market opportunities you may never have discovered. As well, research can identify new business ventures, and offer the possibility to streamline your business processes.
* Public Relations: Be research ready. A press release can benefit from market research by ensuring that the appropriate content and language is used, allowing your target market to find it quickly and easily. With 98 percent of journalists performing research online (PR Web, 2005), take advantage of this opportunity, and have an online press release optimized with extensive market research.