What Can an Internet Advertising Consultant Do for You?

When companies first began using websites to sell products and services, their websites served as a secondary point of contact to their physical locations. But today, many companies have seen their physical locations become secondary points of contact to their websites, and it’s easy to see why. On the heels of the web revolution came a revolution in the way people shopped. Instead of using mail order catalogs or traveling to purchase goods or services that weren’t locally available, consumers were suddenly able shop the globe from their convenience of their home computer. Regardless of what your company sells, using the Internet as a selling tool is now key to realizing the greatest profits and staying ahead of the competition. But to sell at the highest level, you have to do more than erect a website; you should also consult an Internet marketing consultant on which advertising strategies will most enhance your ability to sell.

Improving a company’s online sales is equal parts improving its web presence and improving the quality of its web traffic that results from its improved web presence. But, while the situation sounds simplistic, carrying it off requires a scientific approach that only an experienced Internet advertising consultant with a background in search engine marketing and optimization can offer. Far from being a simple service that can be thrown in by any company that works with web clients, effective search engine marketing and optimization requires a diverse approach that encapsulates deep web market research, successful advertising strategies, and ongoing web research that allows the customer to remain current with the constantly changing aspects of optimal search engine tactics.

Web Market Research

Officially known Search Engine Marketing (SEM), web market research performed by an experienced Internet advertising consultant commences with a market analysis of a customer’s core offerings in relation to its competition’s core offerings and what strategies supporting the competition’s success. With web market research in place, a customer can typically take advantage of marketing strategies that its 1st page Google competitors missed.

Successful Advertising Strategies

As with traditional advertising, effective Internet advertising is a combination of formal advertising tactics (e.g. pay per click (PPC) and webmercials) and softer advertising tactics (e.g. homepage video and customer testimonials). With the formal tactics drawing in quality web traffic and directing its performance, softer tactics effectively present the case for a product or service’s unique value and clinch the sale.

Ongoing Web Research

Far from offering a one time fix, effective website optimization requires ongoing web research that supports the flow of quality traffic to a company’s website or other websites that contain its advertisements (e.g. YouTube and Facebook). Otherwise, a company’s advertising strategies begin to lose their audience as search engines update their web crawling strategies. Offering a superior cost/benefit ratio, ongoing web research ensures that a company’s web presence remains linked with the types of keywords that result in elite page rankings.

Market Research Companies – An Overview

Most large to big businesses have their own market research teams. These teams not only conduct research themselves, but most often outsource the requests to specialised companies. In the UK alone there are well over 250 market research companies, some operating in small niche markets. This article focusses on some of the most well known market research companies that operate across the globe.


is a global marketing research firm and part of The Nielsen Company. One of ACNielsen’s best known creations is the Nielsen ratings, which measure television, radio and newspaper audiences in their respective media markets. Another market research tool is Homescan where sample members track and report all grocery and retail purchases, allowing purchasing patterns to be related to household demographics.

One of the most common used products is Retail Measurement, a tool that provides continuous tracking of product sales to consumers, based on information gathered at the retail point-of-sale (EPOS data)

Other well known ACN Businesses are BASES, Nielsen Consumer, Nielsen Business Media and Nielsen Online.

Forrester Research is an independent technology and market research company that provides its clients with advice about technology’s impact on business and consumers. It offers a variety of services including syndicated research on technology, quantitative market research on consumer technology adoption and business IT spending, research-based consulting and advisory services. On its website you can find a wide range of free research, options to be alerted on new conducted research as well as of the shelf surveys.

GfK SE is a worldwide market research organisation providing services in five business divisions: Custom Research, Retail and Technology, Consumer Tracking, Media and Healthcare. The Custom Research sector supplies information and consulting services for operational and strategic marketing decisions. Retailer POS data is the source for the Retail and Technology sector. The sector supplies clients with information and consulting services based on retail data from continuous surveys and analyses of sales of technical consumer goods and services in the retail sector. The Media Sector delivers information services on range, intensity and nature of media usage and acceptance. The data source for the Media sector stems from the media (point of media).

Ipsos MORI is the second largest survey research organisation in the UK. The organisation has a freely available archive of opinion polls and public attitude research from 1970 onwards, including trends on its UK website. Ipsos MORI’s Social Research Institute works extensively for UK government and public services, looking at public attitudes to key public services which formed a key part of the UK Government’s domestic agenda in 1997-2005. Social policy, and issues such as identity, social cohesion, physical capital and the impact of place on attitudes are all key themes of the Institute’s work. The company also specialises in Media, Loyalty and Marketing and Advertising Research.

Mintel International Group Ltd is a privately owned, London-based market research firm. Mintel databases, analysis, and forecasts are accessible only to subscribing clients and to students in participating university libraries. Some of its products are: Mintel Beauty Innovation (monitors mass media beauty introductions), Mintel Comperemedia (tracks direct mail and print advertising), Mintel Food & Drink (combines 5 products to deliver actionable market intelligence) and Mintel Menu Insights (tracks items on US restaurant menus). Mintel is mostly known for its reports, which are published online and contain consumer research and analysis.

SymphonyIRI Group (formerly Information Resources, Inc.) is a market research company which provides clients with consumer, shopper, and retail market intelligence and analysis focused on the consumer packaged goods (CPG) industry. They offer services in the following areas: Market Content (Retail tracking data, convenience store tracking data and consumer panel-based data), Predictive Analytics (Decomposition of the drivers of current business trends and simulation of the effects of changes on future brand plans), Enterprise Performance Management Software (Tools to support faster analysis of market content) and Professional Services / Consulting.

WPP is is the world’s largest communications services group in terms of revenue. Kantar, based in London, was founded in 1993 as the Market Research, Information and Consultancy Division of WPP. It is a network of 13 specialist companies, including:

Research International specialises in qualitative and quantitative custom market research. It has experience in most major sectors, particularly consumer packaged goods, retail, new media, financial services, energy and utilities, technology, the postal sector and telecommunications.

Millward Brown provides qualitative, quantitative and consulting services with respect to brands, marketing communications, media and marketing effectiveness. Millward Brown works across a range of industries and categories, including brand strategy and experience, creative development and campaign evaluation, consumer needs and values, media planning and strategy, return on investment (ROI) and forecasting, and investment management, brand valuation and analytics through its MB Optimor unit. In the UK, Millward Brown currently compiles the Music and Video Charts on behalf of The Official Charts Company.

Taylor Nelson Sofres (TNS) is a leading market research and market information group with focus on the areas Automotive, Consumer, Finance, Political and Social, and Technology.