The Importance of Online Market Research


Dec 25, 2010

Importance of Online Market Research

There is a step that must be completed before any business, small or large, begins to sell a product or service. That step is market research. Marketing research can be defined as the process of gathering recording and analyzing the data related to certain products and services. This need for market research is derived from the concept that only by understanding the needs and wants of the target audience and by effectively meeting them, you will be able to achieve the organizational goals and surpass the competition in the specific market. When conducting this research for an online business, it takes a very specific angle. The Internet allows a business to take this information and use it to market directly to their ideal customer base, improving customer conversion and company profits. No other medium can duplicate such a feat, which makes online market research that much more important and useful to every online business.

Proper market research should be able to help you in the following areas:

Make Marketing Decisions – Good online marketing research helps you introduce products or services by ascertaining how customers will receive it. This helps to reduce the risk of new product or service entry into the market.

Survive the Competition – Find out what the competition is doing and how well they are doing it. Analyze their focus and target customers. This helps in surviving and in certain cases, even leaving behind the competition. Moreover, with market research you can also help understand the under-served consumer segments and consumer needs that have not been met.

Decide on Target Markets – Before you start advertising your product or service to everyone, do the online marketing research to find your ideal customer and target them first. By doing this, you will greatly increase the rate of visitors to your website turning into paying customers.

Maximize Profits – You could be underselling your online businesses products or services. Its possible that your customers are willing to pay more. Of course, without proper research, you’ll never know. The importance of finding the threshold of how much your customers are willing to pay will help to increase the profitability of each sale.

Increasing Sales – By understanding the customer’s needs, wants and attitude towards the products and determining whether your products fit the bill, you can increase the sales of your e-commerce store.

For an online business, the marketing research focuses even more on three very important areas for your business: knowing your target audience, key words and phrases, and budgeting concerns. Customize your advertising strategy to reach out to a customer base that is ideal for your product or service. Find out what key words your ideal customers react to best and incorporate them in the search engine optimization of your website and any off-site advertising. Avoid wasting money on advertising and marketing efforts that fail to bring in more paying customers and increase the effectiveness of your online businesses efforts in that area.

If you are having trouble or just aren’t sure how to go about conducting online market research for your e-commerce store, ask web marketing professionals and start improving your profits.

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