In order to best market a product or service, analysis and comparisons with up-to-date data is imperative to promote any business. Identifying changes and how it impacts the consumer will help management make the right decisions towards the best marketing strategy.

Market research specifically looks into the business environment in detail for competition from other companies, regulatory rules and laws, trends, up-to-date technological advantages and any other facts that for the specific product or service.

The internet today is an advantages tool that requires competitive strategies. Search Engine Optimization (SEO) consists of processes that will increase the quality and volume of traffic to a website. The optimization process directs the consumer or associated business through specific keywords and may include searches through images, video, local and more. Website design and content has a lot to do with how searchable it is by people. This involves an intricate design process by specifically editing the content, HTML, and all associated codes to be more searchable. Optimization of a website also includes many conveniences, from menus to shopping carts.

Search Engine Marketing (SEM) deals with paying and involves various methods of research analysis, thus keeping a website on top of a search engine list as well as speeding up the process.

A marketing advertising agency can greatly assist in supporting the corporate image and focus on improving how a company and the work they do is seen by all audiences. It can do research in all the following categories and generate reports to reference and implement changes:

* Web analytics
* Web site design
* Organic search management
* Paid search
* E-marketing
* Online advertising
* Viral marketing
* E-commerce applications
* Custom applications
* Content management
* Multimedia

The marketing agency gathers the specific and specialized professionals to conduct research and launch marketing and advertising campaigns, but most of all monitors and analyzes for the best strategies to accomplish a successful business.

There are many marketing techniques that can be used, some of which are as follows:

* Ad tracking - research and monitoring of brands
* Advertising research - measurement of an ad's capabilities
* Brand equity research - the consumer's views
* Brand association research - how people associate with the product
* Brand attribute research - traits and description of the product or service
* Brand name testing - gauging the consumer's reaction and feelings to names
* Commercial eye tracking research - examining the consumer's reaction to the product, service and website
* Concept testing - consumer's acceptance
* Coolhunting - observations and predictions in trends
* Buyer decision processing research - what motivates people to buy and what decision-making process they use
* Copy testing - tests that predict acceptance by viewing the reactions of an audience
* Customer satisfaction research - how happy the client is with the product or service
* Demand estimation - determines the approximate level of demand
* Distribution channel audits - attitudes and opinions toward a product
* Marketing effectiveness and analytics - measuring results to determine the effectiveness of marketing activities
* Mystery consumer or mystery shopper - surveys by undisclosed patrons
* Positioning research - examines relationships to the competitors
* Sales forecasting - determines the expected level of sales and demand
* Segmentation research - determination of the characteristics of potential buyers
* Viral marketing research - estimates the probability in communications within social networking

Utilizing the many marketing methods that exist and with careful analysis brings the optimal level of business.