Oftentimes, the job of a digital marketer is far from easy. A well-crafted product is no longer a guarantee of success.
A new array of tech possibilities enters the scene at a rapid pace, and the old ways of brand development are keeping businesses staggering behind their competitors.
We all know that information means power, and, thanks to the Internet, we now have a better way to gather data — web scraping. Marketers around the globe are now filtering data and making sure to filter it smart. Here’s why.
When it comes to research and development, knowledge is the very basis for strategic planning. There is a wealth of material available on the Internet that is only waiting to be gathered and analyzed.
The method of web data scraping is the key to obtaining all of the knowledge you need faster than you thought possible. Regardless of your previous marketing experience, you’ll need clear data in a streamlined format that will enable you to make mind-blowing discoveries and cultivate your campaigns.
Now, I’ll show you how the method of web data extraction, presented in an easily digestible format, will help you create the most satisfying market analysis that delivers excellent results.
We will discuss the benefits of web scraping, as well as the implementations of web scraping and, finally, all potential ways of using it in your market research as the ace up your sleeve.
Web Scraping Who?
By web scraping, we refer to the automatization of Internet data extraction. This mechanism allows you to gather all data from the web efficiently by copying the HTML code of any web page. Nowadays, market research would be nothing without this process.
You can scrape all the data that is publicly available on the world wide web, not excluding the pages where you must input your credentials to access the content. Just make sure you’re not in violations of any copyright laws or Terms of Service on the chosen website.
Uncertainty and doubt have been the two additional staples of our days. The buyer is perplexed about what to purchase, and marketers are puzzled by which campaign strategy to use to maximize sales. Furthermore, emerging technologies and technical advancements make it impossible to keep up with the ever-changing industry.
Web Scraping APIs can gather that sort of data for you; this is exactly how they impact businesses.
How to Integrate Web Scraping Into Your Marketing Research
It often happens that new ideas and products struggle to make it out there because of the little to no demand for their unknown product. As a digital marketer, you must know what your clients trust and want. However, with little or no funding, it’s difficult to justify spending money on market research.
Here’s how web scraping can be integrated into your market research without breaking the bank:
Simplified Competitor Analysis
A proactive competitor management mechanism powered by web data offers a significant benefit in terms of competitor intelligence, allowing you to optimize sales, profit margins, and investment opportunities. Web scraped data enables competitive analysis of activities such as product line extensions, delivery, and audience preferences.
When using a web scraping tool, you can collect price details and be able to make informed choices on how to run your own sales and which goods to launch or package in order to increase sales and keep up with the market. Scraping allows you to receive the changes your competition makes up to the minute. Want to be the first to match that flash sale? Stop sleeping with one eye open and rely on web scraping to mince the info for you.
Companies that succeed do not depend solely on their core workings. They track their opponents to determine their plan. While it is not feasible to personally view another company’s database, it is useful to evaluate their marketing strategy by examining their capital distribution and pricing strategies. Here’s a list of web scraping tools to choose from.
How are other people in your niche representing the product or service? This should be your starting point in knowing where you stand and how you must improve. Web scraping grants you access to retail prices. It’s more than random statistics. The data you can obtain through scraping is bound to offer you the precise details you should require.
Competition research offers metrics on which your business can be assessed and how well it is doing in comparison to those in your industry. We call this process evaluation benchmarking.
Begin by making a list of all of your major rivals, then go through the list and do a SWOT review on each one; after which, from most to least useful, rate your list of competitors and set a schedule for conducting routine SWOT analysis on your most important competitors.
Monitoring Amazon data may be a major strategic differentiator for your business. Knowing your rivals’ pricing strategies means that your own approach generates the most revenue and earnings. Web harvesting enables you to track your rivals’ rankings in order to get a better understanding of what prospective consumers are hunting for.
After all, whoever understands the customer first, is sure to win.
Converting Web Data into Lead Generation
Keeping the end goal of your company in mind, you might try a variety of strategies to come up with a lead. Social networking, online communities such as Reddit and other forums, guest-hosting, sponsored advertising are all channels through which web harvesting aids in lead generation.
Remember how much time you spent researching that new processor, reading online reviews, asking around on forums? The vast majority of people rely on others’ experiences with the product they’re about to purchase. You can generate new leads by scraping reviews from the World Wide Web and better your customer service.
Data that belongs to particular parameters is what will help you get ahead and generate leads. Say you’re dealing with eCommerce and manufacturing fishing equipment. You’re going to need a database of online retailers to market your product to. You can find their details, products, and prices by scraping their stores on eBay and Amazon. Boom goes the dynamite! These sellers are now your leads, and business-to-business marketing has now become much more manageable.
Or you could be creating a cloud service for online university catalogs — all faculty should be able to access and modify the database. A web scraper could collect the following information for you: names, addresses, zip codes, mobile numbers and web pages.
By scraping data using keyword research, you could cater to your audience based on the exact parameters in which your target resides. This gives you the advantage of substantial and personalized information. Quite priceless in this current age of technology.
Better Search Engine Optimization
Don’t allow research to take you on a blind date with knowledge. Do keep in mind that efficient research can only be qualified by a thorough evaluation of your data, and flipping a coin on which information to focus on is not going to generate adequate results. Your website requires traffic. Organic traffic. A lot of traffic. That’s simply how online marketing works.
There are various traffic networks, such as direct, organic, referral, social, and paying. Organic search is the source of traffic for the vast majority of websites. There are many methods for increasing organic search traffic, but they all revolve around search engine optimization (SEO).
All marketers should know that keywords are the way to go. By scraping the web, we can ensure that the tags and meta descriptions that we are using merge with our goals. The aim of SEO is to improve the rankings of a website for a certain set of keywords. Your safest bet is to only gather information with the objective of constructing a mental map of what it is that you need to implement.
By focusing on organic reach, SEO software brings to the forefront the improvements that are required so you can better the quantity and volume of traffic to a given website. SEO ensures that a company’s advertising is more visible so that users are more likely to see it, interact with it, and become clients.
By using a web scraper, you can monitor and gather keywords from Search Engine Results Pages (SERPs) and perform SEO audits for yourself and your competitors.
Within the context of digital marketing, SEO ensures that your website’s pages rank high in Google search results. In order to achieve this, you must come up with the appropriate title tags and meta descriptions. On-page SEO techniques include correctly adding internal links to your content, as well as positioning your main keywords at the very beginning of your texts.
When it comes to SEO, site scrapers will be your strongest allies, both for testing and for increasing your organic reach. Using a web scraper to find the keywords that qualify best for your marketing research is one, if not the most, powerful tool out there.
Marketing without Data: Operating Blindfolded?
Shooting in the dark is too risky of a business when it comes to market research. No amount of manually compiled data will help you achieve your desired results in an acceptable time frame, so you might want to consider automating your data collection by using web scraping tools.
To start off, I’d recommend you try a scraping tool with a free plan, so you don’t risk wasting money. My go-to option is WebScrapingAPI.