Internet Marketing Research

Internet Marketing Research is the first component of the RAIM (Research*Analysis*Internet Marketing*Monitoring) system. Research usually comprises one or more of the following steps, although this can change, depending on the circumstances.

• The first step is to gather relevant research that is connected to your Internet space. This may include information on your client profiles' internet usage, email opt-in lists that are available, web site portals that are relevant to your products, etc.

• Investigate what your competitors are up to. Use the Internet and offline marketing research methods to quickly gather information. Adgooroo is one example of a site that can supply information. An inexpensive (and slower) option is to query the search engines themselves. Pay attention to your competitor's:

• Ad text
• Ad positions
• Keywords used in their ppc campaigns
• Natural Search Engine Position

Also monitor relevant blogs, forums and Web 2.0 sites such as YouTube and Flickr to find out more information about your competitors and your marketing space.

This information can then be used to formulate internet marketing strategies. However, this must be done carefully since your competitors are not always doing the right thing. Keep an open mind. Many times you can uncover extremely useful information. Although not necessarily relevant to the Internet marketing strategy, this information can be used in other ways.

• Examine your existing site in light of your goals. For example, if you are trying to increase marketing leads and it is difficult to find the Contact Us information or you force people to fill out a form, you need to correct this before you start Internet marketing.
• Check log files. It is not unusual to find companies that rarely, if at all, examine the log files of their site. These files show much useful information that can be utilized when implementing an Internet marketing strategy. In many cases, companies use statistics packages which don't analyze the information which is critical for determining where future efforts should be focused. Make sure you have a procedure in place that can supply you with actionable items to improve your conversions. In many cases you will have to take the information you get from your web analysis program and export it to a spreadsheet for further manipulation.
• Choose your keywords carefully. Since improving positions in the search engines is part of the Internet marketing strategy, you must research which keywords are relevant to the site as well as which keywords people are actually using to search. The Google Keyword Tool can give some basic information although it is not always as accurate as we would like-especially with low volume keywords. This step is extremely important as it doesn't help to implement search engine optimization for a keyword that no one is using or that won't result in conversions. The keywords must be relevant to those people who are looking for the kind of product/information that you are offering. Otherwise, if they arrive at the site when searching for something else they will leave the site fairly quickly. Continue to Internet Marketing Analysis...

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