Digital Marketing Research

Digital Marketing Research

Consumers and companies leave valuable data all over the web. The course aims to teach practical ways of carrying out digital marketing research, and putting that data to good use.

 

Consumers and companies leave valuable data all over the web. The course aims to teach practical ways of carrying out digital marketing research, and putting that data to good use.

 

Using data from big (and free) online ecosystems such as Google, Facebook, and LinkedIn, David Ho shows how you can measure consumer demand, trends, market competitiveness, and direct competition.

 

He also introduces some premium toolsets used by professional marketers.

 

By the end of the course, you'll have the skills to conduct your own independent research and investigate your customers and competitors online.

TRAINING SYLLABUS

 

INTRODUCTION TO DIGITAL RESEARCH

• Why digital research matters

• Quantitative and qualitative research for the web

• Limitations of online research

 

RESEARCHING CONSUMER DEMAND

• Using Google AdWords to measure demand

• Using Facebook to measure demand

• Using top e-commerce sites to measure demand

 

RESEARCHING THE COMPETITION

• Using Linkedin to measure the competition

• Using Google AdWords to measure the competition

• Using Google Search to measure the competition

 

RESEARCH FOR MEDIA BUYING

• Google Search

• Google AdWords display

• Bing Ads

 

KNOWLEDGE INTO ACTION

• Challenge: Case Study 1

• Solution: Case Study 1

 


 
 
 
 
 
 

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