In the fast-paced environment of the internet and business, understanding the pulse of the audience is key. Digital marketing research becomes the guiding element offering necessary insights for business development. Research in digital marketing is not compulsory, it’s a must. All businesses need to obtain as much digital data as possible before launching a campaign or introducing a product.
Timing is everything in the contemporary business industry. Research must come before decisions to make sure that a company’s steps align with what its audience wants and the market demands. The latest reports suggest that digital marketing research leads to increased ROI (return on investment) by at least 15%.
The guide below analyzes the significance of digital marketing research, the proven ways to conduct it, and the practical how-to guide for marketers.
What is Digital Marketing Research?
Digital marketing research is an in-depth exploration of various digital data to make informed decisions for businesses. It is the basis for every marketing strategy that allows companies to remain competitive and resonate with the target audience.
From startups entering the market to established brands launching new products, understanding market trends and user behavior through research is crucial. It is always the first step in any campaign planning or strategy development.
Digital marketing research analyzes three main components:
- Consumer behavior
- Market trends
- Competitors
Consumer Behavior Research
Consumer behavior research has the main purpose of understanding how and why consumers make decisions. These decisions can range from the use and disposal of goods and services to the acquisition of ideas and experiences. The 5 main elements come into play when conducting consumer behavior research:
- Decision-making process: consumers take different steps when making a purchasing decision. They first identify their needs, then gather information about available solutions, compare and evaluate options, and finally make the choices. The research intends to analyze each step and understand the motives and drives behind each of them.
- Psychological factors: there are numerous psychological factors influencing the buyer’s decision apart from their needs. It includes motivation and perception, as well as the memory and past experiences determining the outcome of the decision-making process.
- Social and cultural factors: in the majority of cases, user behavior is influenced by cultural and social factors. These factors often need an in-depth examination of user demographics. Marketers study how various social groups, friends, relatives, and cultural customs affect buyers’ decisions.
- Economic factors: this is one of the biggest fields in consumer behavior and digital marketing research. For the assessment of economic factors affecting buyer personas, researchers examine elements like income, budget constraints, and price sensitivity.
- Technological factors: digital technologies reshaped consumer behavior and they often dictate to users how to behave in certain environments. Marketers need to pay attention to the online shopping behavior of their target audience which may include website usability assessment or social media usage.
Market Trends Research
A trend analysis is one of the best tools to understand what motivates and drives your target audience. There are many different types of trends that researchers look into when conducting a market trend analysis.
- Buyer trends – in this type of research, trend analysis overviews purchasing patterns and preferences of consumers. It also concerns reasons and motifs that alter purchasing patterns or consumer behavior.
- Historical trends – analyzing historical data helps businesses understand how various trends emerged, how long they lasted, what effect they had on consumer behavior, and why they came to an end. It is often used to predict future trends.
- Seasonal trends – for certain industries, examining seasonal trends is crucial to prepare for the fluctuating demand. By understanding time-sensitive trends, businesses can adjust their inventory levels, pricing, and marketing strategies.
- Demographic trends – understanding the differences between trends across different regions allows marketers to use cross-cultural marketing strategies and find out the unique needs of each region.
- Technological trends – researching technological trends is crucial for businesses to adapt to rapidly evolving technological processes. It also provides opportunities for innovation and marketing automation strategies.
- Social media trends – social media is one of the best platforms where customers openly talk about their decisions, preferences, and values. Marketers can benefit from data available on social media by monitoring the conversations and tracking hashtags and trends, as well as analyzing the communication between consumers and the company.
- Economic trends – micro and macroeconomic environments can alter user behavior in more than one way. Changes in economic indicators, such as GDP per capita, inflation, and interest rates have a direct impact on buyers’ purchasing power.
Research Types in Digital Marketing
In general, research takes two forms in marketing: primary and secondary research. Both are equally important for comprehensive analysis, however, they require different techniques, budgets, time, and effort.
Primary Market Research
Primary market research involves collecting first-hand data directly from the source. It is often the most reliable and accurate data, however, is usually harder to obtain and work with. Two of the most frequent methods in primary research are surveys and questionnaires. These are direct inquiries to the target audience to obtain information regarding their preferences and opinions. Some types of digital marketing research also rely on one-on-one interviews and focus groups.
Secondary Market Research
Secondary market research involves analyzing existing data collected by someone else. Such data is usually available publicly or can be purchased. These researches are conducted by large marketing firms who primarily focus on research and analysis of the market trends. Secondary research is usually more cost-efficient and provides broader industry perspectives. Examples include government publications and academic journals.
What are the Methods of Digital Marketing Research?
Methodology in digital marketing research combines various strategies and approaches to leverage digital data. Depending on the business needs, marketers may choose one or several digital marketing research methods. Below we cover three main categories of research methodologies.
Observational Research
Observational research can be obtained directly or indirectly, simply by “watching” the customers in their natural habitats. Contrary to primary research, observational methods measure behavior directly rather than customers’ self-reported data. One of the key characteristics of this methodology is the minimal interaction between the researcher and the research participants.
The observer is usually human or software. Human observers can be as simple as bystanders at a store watching buyers and analyzing their behavior. Software observers are tracking devices that map user and consumer behavior, such as Google Analytics.
Quantitative Research
Quantitative research takes many forms, but in digital marketing, we know three main methods:
- Surveys
- Questionnaires
- Polls
Surveys
Surveys are one of the most effective methods of collecting quantitative data. Major parts of surveys are close-ended questions that help researchers classify responses and work with numbers. There are many types of surveys but in digital marketing, we encounter a few of them:
- Online surveys
- Paper surveys
- Mail surveys
- Telephone surveys
- Face-to-face surveys
- Panel surveys
Qualitative Research
Qualitative research is often more efficient in providing a human understanding of the customer’s relationship with the product or business. While quantitative data fails to measure complex concepts like trust and loyalty, qualitative research offers a more holistic overview.
Some of the most popular and effective qualitative research methods in digital marketing are:
- Focus groups
- Individual interviews
- Observations
- Ethnographic research
- Word association
Competitor Analysis and Research
Any firm in the contemporary market needs to understand and outperform competitors to achieve success. Competitor analysis is an integral part of all types of digital marketing research. There is no doubt that competitor research is not only beneficial but crucial for businesses. Here are a few important findings that this type of research can provide for businesses:
- Strengths and weaknesses – knowing the strengths and weaknesses of competitors allows business to refine their strategies and gain a competitive edge
- Market positioning – evaluating competitors’ market positions enables marketers to find opportunity gaps
- Innovation – knowing industry standards and comparing them against competitors’ marketing efforts provides an opportunity to stay ahead of evolving consumer demands and offer a unique selling point
Methods of Competitor Analysis
Competitor analysis can have various methodologies depending on market size and competition levels. However, digital marketers have their favorite methods that have proved their efficiency over time.
Website Analysis
Analyzing competitors’ websites reveals critical insights into user experience, content quality, and overall digital presence. It also provides valuable data about user experience trends – how users navigate, engage, and convert on competitor sites. This examination helps businesses refine their digital strategies for better online engagement.
SEO strategies
Examining competitors’ SEO strategies helps businesses understand keyword usage, backlink profiles, and content optimization. For example, checking the keywords that competitors target and dominate can provide immense data about market trends, customer intent, and high-impact keywords that businesses can use for their benefit. This information empowers businesses to develop a comprehensive SEO plan for improved online visibility.
Social Media Analysis
Researching social media accounts of competing firms offers insights into engagement patterns, content effectiveness, and audience demographics. It also says a lot about competitors’ content strategies and allows marketers to assess and measure their effectiveness. Another significant element that researchers look at is influencer partnerships and collaborations. Identifying influencers who align with competitors’ brands helps businesses explore similar collaborations, expanding their reach and credibility.