Saw a great article in
The Sunday Times yesterday encouraging the use of online data to drive research efforts when setting up a small business...
I had said last week that I was surprised that the Facebook/BNP row had got so much airtime in the mainstream press, especially the BBC, but this piece - Don’t start up without research – took me by surprise as well.
A great advocate for using tools like Google Trends, Microsoft’s demographic adLab tool and Overture’s (Yahoo Search Marketing!) keyword inventory widget, the article backs up what a lot of us have been trying to hammer home for a long while.
Online consumer activity, and especially search patterns, can give great insight into how offline businesses might fair or in which direction they should be pointing.
They can also demonstrate how offline advertising campaigns are doing or show gaps between the campaign’s aims and objectives and stark reality - as anyone who’s seen the famous “Bleach Case Study” are only too well aware...
Great to see this kind of advocacy of digital marketing in the Sunday papers...
