Nowadays with the web 2.0, the consumers have become participants and they participate and even construct the content of a website, therefore the importance of knowing exactly what they are feeling or thinking about that specific site. As I said before, they construct and participate on the site so you need to know what they like or not, in order to always improve, engage them and even gain more participants.The audience is the most important factor of marketing; everything is made for them. The participants engagement is the value that they give to the product and in this case to the website. These values are based on emotional and rational elements. There are many research tools to measure the engagement and the insight of the participants. They all try to extract this through consumer’s experiences, images among others. The insight of the participant is the most valuable thing in the digital world, it lets you know how well your website is doing, it lets you have a conversation with your consumer which reinforces the fact that today’s communication is a two way action.
In this article you will find some useful research tools to gain the audience insight as well as some examples of this tools. They are divided into primary and secondary research.
Primary research: is the marketing research you conduct yourself. It includes:
Is a quantitative marketing research tool in which data is collected in order to collect participant’s insight or perceptions. Some examples of this tool are Survey Monkey that is a traditional survey platform based on questions to consumers with statistics results.
Another example is Google Docs; this survey tool uses basic analysis and gives standard reports.
Listening lab software:
This research tool uses variables to determined effects or what effects the website is causing on participants. The research is based on consumer’s performance via shared screen or video. This tool improves the conversation with and within participants and it is also useful for testing.
An example of this software is Pocket Meting that is used for quick research because it only gives you a 24-hour account rental. Another software is Silver Back, which is used for usability testing on sites and applications.
Web Analytical:
This tool is a way of measuring, collecting and analyzing the Internet data on webs usage. It is also useful for the traffic measurement in a website.
A web analytical is Google Analytics, which reports the number of visitors and the number of websites visited and also the time that participants spend online.
Another tool example is Crazy-Egg which reports where participants are clicking inside of the website and also their behavior in the website. Always useful to measure the engagement of participants within the website.
Secondary Evidence Research: is the one that extracts information from existing sources and it is has a qualitative and a quantitative approach.
Some tools are:
Conversations monitoring tool: Is based on reviewing the method of social listening and extracting insights from these. It is used to track what participants are saying about your website.
Google alert is one of the most qualitative accessible tool that allows the researcher to get information that comes from the participant’s engagement.
“Google Alerts are email updates of the latest relevant Google results (web, news, etc.) Based on your choice of query or topic” .
Conversation Monitoring Solutions:
“Is the process of measuring, monitoring and shaping conversations about your brand, on the Internet” . It is a qualitative and quantitative tool.
An example of this tool is Brands Eye, which is a monitoring and management tool to keep an eye on what participant’s are saying about your website or product.
References:
http://www.questionpro.com/
http://www.smartinsights.com/blog/digital-marketing-strategy/social-crm-strategy/
http://www.google.com/alerts
http://www.quirk.biz/emarketing/reputation-management
Definitely, knowing what your target market wants is essential. Online tools help not only track how many people will visit your website, but as you mentioned they will give you information, insight on the emotional status of you target market.
ResponderEliminarEmotions are very useful to drive purchases, so if marketers can monitor emotions they will no exactly what people want and give it to them. :))
This is such an interesting post here. You give really good, detailed and useful information. I didn´t know some of those tools before and I find them very valuable.
ResponderEliminarThe only thing that makes me wonder about that is if the ¨monitored¨ website visitors are awared of the fact that their behavior (to call it in a way) is being recorded and viewed by the marketer... because as a consumer I would feel kind of pursued don´t you agree???