Step three in the marketing research process is to actually conduct the research. Remember that completing your research takes time and there might be some road bumps. That’s okay, it’s normal for that to happen but as long as it comes through. Here a few ways to know you’re ready,
Check Off the Following:
– Defined the research objectives and gained stakeholder alignment
– Designed the right research project to meet the research objectives, including:
Sampling strategy and planning
Survey planning and testing
After that, you’re ready for the next step to be in the field. Face to face contact and actually going into the industry’s and getting in touch with them. You’ll do this by.
Using survey research is an essential every marketer should be using. Survey research allows for a tailored application of questions to ask. A survey aims to give projectable results; this way, it gives real numbers and data to present to the team when addressing changes that need to be made and money that needs to be invested.
Benefits of Survey Use
Surveys are necessary for several reasons. The surveys give important market data; that way, your company learns what’s working and what’s not. The survey is an analytical tool to measure sample decisions. It will reveal comparisons and complexities within the pool of surveyors. This way, you’re learning what people agree with and what others don’t. You’re getting to see several angles, which will give you a bigger picture and a better overall perception. Narrowing your questions to evaluate what you need to is important in getting the answers you want.
Limit Your Survey Sample
The survey will be more valuable when given to the right audience. Don’t just send your survey to anyone you know. Please send it to people that are customers and have experiences with your company and brand. If you’re trying to answer a particular topic, try to focus on sending it to people who know or have experienced the topic. Limiting your sample size will give you more curated results, which are best when making big decisions.
Overall, surveys are a great way to get good market research for the company. They are critical in giving insights and knowledge to make improvements and changes. Limiting your survey size is important to gather the best results for the right person. Surveys are great to get insights to better the company.
In marketing, A/B testing is the procedure of distributing two versions of a marketing touchpoint, something like a website page or advertisement, simultaneously and then comparing which one does better and brings more conversions. A/B testing is a vital tool for marketers to test out their promotions and see what’s working and needs improvement.
An A/B test aims to have a variation that will be tested to see what does better for your audience. Some variations can be in the headline, the audio, the video, visuals, call to action, layout, theme, and targets. To do it well, it’s best only to change one thing at a time. You can test multiple variations at a time, which is multivariate testing, making this more complex.
Be as meticulous as you can. Perform tests on your tests if it’s possible. A/B tests are good but only provide so much since you’re usually only changing one variable. Try to keep going and testing when you can. If A/B tests aren’t always possible, think about surveys to offer and include so that people can share experiences and give suggestions.
Keep Control Of Groups
When performing the tests, try to keep everything besides your experimental variable under control. The more contained, the better the results will be—this way, their fewer variables to consider when getting the results. This makes the results more valuable because you know it’s not about other aspects; it’s about what was tested. Try to keep the test controls similar in subjects like geographical location, visuals, written text, etc.
A/B is a great method for marketers to learn what their audience prefers and desires. Following all the steps is key to strengthening your tests; read about HubSpot’s A/B testing checklist (Links to an external site.)to cover all your bases. A/B testing is an innovative way for marketers to constantly improve.
Social media is a critical tool for marketers in today’s world. It has become the most effective and valuable digital branding strategy for marketers. It allows for an extensive and endless reach, which is indispensable, especially in today’s world. These social media platforms are powerhouses and an excellent way to increase brand awareness and connect you directly to the customer. It is a fantastic way to reach your target audience in seconds for free and it’s not only a beneficial way to expand the grasp but also the costs. A company’s social media presence with quality tells the audience that the brand is active and has a reliable reputation. Great social media can help push a brand to the next level.
I reached out to five experts in various marketing and communication fields on social media’s importance and where it’s headed in the future. Here’s what they have to say.
Jaclyn Tanenbaum, Marketing Research Expert & Award-Winning Marketing Faculty at Florida International University
“The explosion of social media has changed the way brands and marketers compete for their target’s attention. More than ever before, firms can reach various audiences on various platforms and in a highly targeted and efficient manner. In turn, this efficiency helps the firm stretch its marketing dollars and flex its marketing muscles.”
“I think that social media marketing is the most powerful tool we have as marketers. The possibilities are endless. I think what makes these communication channels powerful is that there is room for everybody to grow. Additionally, over two billion users are on Facebook, and over one billion users use YouTube and Instagram. This gives brands/companies the ability to truly engage with their consumer and add an element of influence like never. Simply put, the possibilities are truly endless in social media marketing.”
“Social media marketing is key in today’s market. More and more brands are using social media to attract, retain, and reach. Purchase behaviors have changed tremendously. Social media has become an amazing hub, not only where the audience can learn more about a brand but where brands can establish stronger connections with the audience.”
“Social media marketing has become such a powerful tool for all types of businesses. In terms of connecting with its audiences and creating a more personable approach through engagement and storytelling, social media has become more creative with its capability and trends that keep expanding as times continue. I’m very excited to see how the next generation of social media marketers take this platform and expand brands beyond the uniqueness we’ve already seen thus far.”
“I’ve been working in the professional marketing field for over five years and social media has always been a huge part of every agency and client that I’ve worked with. Social media has always been non-negotiable. Everyone wants it and that’s mostly because everyone knows they need it. Social media is just about the most powerful platform businesses have, next to their website and their email subscribers in today’s world. Social media has blown up in the last ten years. When I was entering college and some of my friends didn’t even know what Facebook was. Look at Facebook now! Dominating the world and with no intention of hitting the brakes. As social media has grown, it’s massively turned to videos as the best way to connect with an audience. People are more likely to watch a video than read your blog (sorry bloggers) or read your lengthy Instagram caption. Faster is better and that’s exactly where social media is headed. I believe social media will be more and more integrated with our other day-to-day platforms to create a seamless experience for all users. Young and old, people have seen the option to sign in with Facebook as a way to log-in to their accounts. Spotify, LinkedIn, YouTube, you name it! Social media is everywhere and it’s definitely not going anywhere any time soon. Dare I say ever!”
In this new digital age, social media is going to continue to grow. Companies can engage with their audience within seconds, which is something new. Brands collaborate with influencers to promote their products and have them establish a connection. In turn, this connection creates a relationship and sways purchase behaviors. This is a goal every brand tries to achieve and you can’t beat the price.
Social media is also a method of storytelling; there are more users, competition and creativity. The possibilities are endless and will continue to expand. At this point, most people around the world have social platforms and are using it daily. As someone who’s grown up with social media, it continues to get bigger and better. Social media is taking the world by storm and will become a huge way we interact with brands and businesses in the long haul.
With email marketing, there is always a momentum to keep growing and improving. It would help if you always were thinking about your buyer’s journey and what can be improved. This will help increase numbers in your conversion funnels. A good tactic to think about for the future is lead nurturing. According to HubSpot Email Marketing Course (Links to an external site.), Lead Nurturing is the process of building relationships with prospects to earn their business when they’re ready.
How it Works
In email marketing, you’re going to have a variety of customers in the buyer’s journey. Some will subscribe because there interested in the product, and others will be ready to purchase. You will have an assortment of people in different stages of their journey. You will want to anticipate the steps and create emails for all of the stages. This will help build the brand’s relationship and give them enough for when they’re ready. Treat them the way you want to be treated. Nurture your leads by gaining their trust and forming a relationship by sending the right emails at the right time.
Personalize Your Emails
If you’re sending the same mass email to every contact you have in your database, you’re doing it wrong. They will end up ignored or in a spam box. Write to your contact and make it personal. They signed up for your emails for a reason. Check that reason and build on that. If they signed up for more information, give them that and something to create conversion in the funnel. Personalize the emails using different buyer’s journies and segmentation.
While not everyone is the same, not every lead is the same. Segmentation is key in recognizing how to nurture your lead. Group your leads based on their wants and how they will respond to the content. According to HubSpot, to have a good segmentation strategy, remember to have a clean and organized database, collecting the right information, and get implicit and explicit data. This way, when you’re sending emails to your nurtured leads, you’re sending the right email at the right time because they’ve already been segmented.
When conducting marketing research, qualitative and quantitative questions are critical in having good and extensive data. The market research will need both types of data, qualitative and quantitative, to ensure good results. Now let’s examine how to use them both in your market research.
In qualitative research, it always entails the use of words. This is when you ask a question like why? This will you the person being questioned an open-ended way to respond. This method is mainly used for exploratory purposes. This will be where you’re trying to gather information early in your research and determine the next steps. You want to create discoveries and understand what they’re explaining. It’s valuable information in customer insights and journeys. It can offer ideas you’ve never thought of before so take the time to listen and recognize what they’re saying. This will be critical in making future decisions about the marketing of the brand and product.
In quantitative research, the questions always involve numbers and percents. This is where you’re gathering insights on numerical data. This is valuable in knowing what’s working and what’s not. It will probably give you more insight than you’re aware of because you’re getting real-time data. Enough quantitative data can give you information on averages that are doing well or poorly. This can help when creating samplings and trying to understand questions like how many and which one? Quantitative data is used for confirmatory purposes late in the decision phase. This can help with experimentation and fixing what’s not working. In upcoming choices about the market, this will be the research you look back to, which is very important to use it correctly.
Using both qualitative and quantitative types of research are imperative in market research. Remember, qualitative is words, and quantitative are numbers. Both methods have many benefits in understanding what you need to make your brand the best it can be.
Artificial intelligence marketing is a technique used to gather consumer data and use artificial intelligence to predict customer’s subsequent steps and enhance the customer journey. In today’s world, a marketer’s goal is to anticipate the consumer’s moves and convert them through the funnel to create sales. However, it can be challenging with so much competition and saturation in the market.
AI Isn’t Going Anywhere
While the concept may seem new, it’s been around longer than we think. Our devices are constantly tracking and listening to us to gather and collect our data. AI is what helps gadgets like iPhone and smart devices understand us when we speak and say commands. This is our new normal, and AI will be sticking around. As marketers, it’s best to use it to its advantage.
The New World
According to Trailheads Salesforce Einstein for Marketing Cloud Basics (Links to an external site.), we’re in the fourth industrial revolution, and it’s all about connectivity. As marketers, we know that nowadays, the audience wants to feel connected. The ads you see on social media and the web are targeted to you based on your searches and activity. Consumers want companies to speak to them directly and create a relationship. With AI and tools like Salesforce, marketers can personalize the experience and create differentiation and segmentation. Keeping the customer by creating this efficiency and even saving money.
That Personal Touch
AI can give that personal touch that will set your business apart from the rest. Gather research on what’s working and what’s not. Create various personas and templates to use for different target segments and audiences. AI is an essential tool that marketers will need to strive, get a head start, and plan.
As defined in Market Management by Kotler and Keller, customer-perceived value is the difference between the prospective customer evaluation of all the benefits and all the costs of an offering and the perceived alternatives. More than ever, customers have access to a plethora of information that can be used to see consumer reviews, look for competitors’ comparisons and to verify companies all through technology.
Now with that in mind there are two other terms that need to be understood the total customer benefit and the total customer cost. The total customer benefit examines the assumed monetary value of the different benefits customers expect from offering of the product, service, people and image. On the other hand, the total customer cost is the perceived amount of cost customers expect from the transaction like psychological, energy, time and monetary cost.
With all this knowledge, we can benefit and understand how to increase the customer benefit and reduce customer cost. If the marketer raises the value of the customer offering by increasing benefits and can reduce a cost or more. The customer will favor this choice versus the other ones. In reality, we are always measuring the customer perceived value by outweighing the benefit to the cost.
For example. I started going to Aldi Supermarket versus Publix because they have better quality meat and produce and the cost is significantly cheaper, and the location was close enough to make the change. While I know they might not be the elite choice, I can definitely argue they are the better one for those reasons. A downside to Aldi’s is that they are more limited in items versus a bigger chain like Publix, who has a lot more variety. I still like Publix and will go there but only when necessary.
In sum, the high benefits and the low costs are what created enough customer perceived value for me to switch from Publix to Aldi’s. The determinants of customer-perceived value are what influence and persuade customers to switch and prefer one company to another. These determinants can create long-term loyalty relationships between brands and consumers.
In the business world, despite your profession, everyone needs to know how to be marketable. As marketers we need to create our own personal brand. The best way to start is accessing and understanding what you bring to the table. Actually, completing the raw material assessment takes quite some time. The best way to be time efficient is to prepare in advance. Here are a few ways to prepare yourself ahead of time and be ready to work on your raw materials assessment to better market yourself and your brand.
Take online tests that access your strengths, weakness and personality type. Take a few different ones and screenshot your answers for reference. Try out enneagrams, strength and personality test. These insights will already get you to start thinking of possible raw materials you will want to include in our assessment.
Read through the 6 categories in the raw materials assessment and ask for insights of each category from people closest to you such as coworkers, bosses, friends and family. You can ask your boss for previous or current evaluation documents. Ask co-workers for their thoughts from their experiences working with you. Ask friends and family about your personality and how they see you to give you different points of comparison.
Try to self-evaluate and come up with a few insights for each of the categories. After you have yours and a few other people’s perceptions, you can compare the results and maybe write out a new list of what you now think your traits and attributes are in each category.
When I created my raw materials assessment, I was able to gather old evaluations from previous jobs, take a few online assessments and note what I thought was best, and asked people in my life their views to cross reference all of this information. In sum, the more prepared you are for this, the better your raw material will reflect who you are.
This quote by Tom Fishburne, self-proclaimed “marketoonist,” really stood out when I came across it. I recently read his article, Trojan Horse Marketing, where he discusses how this type of marketing will be used for ‘good’ or ‘ill.’ ‘Good’ meaning they will use the content to create a splendid relationship with their audience by acknowledging the veiled messaging because it is authentic. On the other hand, ‘ill’ content is to ensnare their new audience and burn everything to the ground like the story of the trojan house.
Both methods of the Trojan Horse Marketing are methods of invisible marketing. This marketing tool can be added to the already in place marketing process. Good trojan horse marketing is the key to giving something extra and making the company more memorable.
Good Trojan Horse Marketing is Key
In the article, Why the Best Marketing Doesn’t Feel Like Marketing, the author describes a few examples of how she’s seen this invisible marketing and from that simply acts of kindness. One of the examples, that stood out is how the Trader Joe’s employee asked about her day and then gave her flowers when she said it wasn’t great. This small act of kindness is now a story she’ll always share about the company with people because it’s memorable. It’s good invisible trojan horse marketing and all it took was a small act of kindness.
Easy Ways to Do This
There are several ways you can use these invisible marketing tactics and the good trojan horse method. For business trying to grow a good/better perception, easy ways to do this is include small acts of kindness.
A few examples are…
Writing handmade notes when shipping your products
Making sure the employees are always giving excellent customer service
Giving free gifts with purchase
Offering promotions and deals
Encouraging social media posts and reviews
All of these simple acts of kindness just increase the likeliness of the current customers talking to others about the company. Dropping the good trojan horse of invisible marketing are easy ways to add icing on the cake to the company’s marketing and that’s what makes all the difference.