Chapter 5. Online Research and Analysis
Before you put together your web marketing plan, you have to do a little homework. You need to know a bit about your customers and your competition—in short, you need to conduct some rudimentary market research.
As you’ll soon learn, this market research will become a continuing thing as you need to track and analyze the performance of the online marketing activities you undertake. So you’ll be constantly collecting and collating data, with the aim of making your marketing more effective and more efficient.
Fortunately, there’s a lot of research you can do online—more than you’re used to with traditional offline marketing. Even better, much of this online research is free.