Marketing Skills: E-marketing: Internet/Web Market Research

Course Overview

The main focus of this 'hands-on' workshop is 'smarter searching' - using search engines to rapidly find better quality market information relevant to you.

We will also evaluate how alternative online search tools and information sources can be used to find market information. This will include free and paid for online resources.

Audience

The workshop is for all marketers who need to save time and money by making better use of online information sources. It is specifically designed for market research specialists, but generalist marketers also benefit from the course. This workshop will also prove useful to information specialists who regularly use the Internet.

Skills Gained

By providing you with better online searching skills you will spend less time looking for information online. The organisations dependence on existing paid-for information sources can be reduced with their improved market knowledge. This will lead to more effective information dissemination throughout your organisation.

You will be able to reduce the time you take to find relevant information through developing:

• A structured approach to Google advanced search queries
• An awareness of the factors that determine the position of web sites appearing on Google search results
• Alternative information sources and sourcing web sites relevant to your market
• Internet skills you can use to support primary research

Course Outline

• Achieve more relevant results through Google
• Apply specialist tools and technique to online searching
• Select the best approach to find free and paid-for marketing information for the B2C, B2B or not-for-profit sectors with UK and European emphasis
• Plan and manage online primary research. You will be briefed on online approaches for collecting primary data from customers by profiling, surveys, focus groups and web analytics

All London delegates benefit from 'hands-on' Internet access and activities. On the day you will have the opportunity to learn 'smarter searching' approaches through exercises and then apply them to your marketplace. The workshop leader can advise on approaches to searches for which you have had difficulty finding relevant information.

Marketing Skills: E-marketing: Internet/Web Market Research / 1135