The world of marketing is an ever-changing landscape of ideas and trends meant to boost product development and its range of appeal to a similarly ever-changing consumer base. Whereas traditional marketing techniques rely on direct mail or phone campaigns, print ads, television and radio broadcasts and “word of mouth” referrals with little reliance on consumer mindset, today’s marketing projects can be dramatically enhanced by a thoughtful market research campaign that takes into account specific consumer wants and needs. It’s no longer enough to simply advertise your product or service. Today’s fast paced technological world demands an insight and understanding of human nature in order to produce the most beneficial marketing campaign.
Take for instance, the Kendall Jenner Pepsi ad from earlier this year. One could surmise that the reason it flopped was because, while it appealed to the emotional dialogue regarding racial and social justice that is rocking our country at the moment, it inappropriately lacked the gravity required when dealing with such intensely charged issues. It was later revealed that Pepsi produced the ad in-house, never bothering to request outside perspectives or test their ad on a consumer audience before its release. In this case, good market research could have saved them a lot of public derision and backlash.
Here are three ways that market research can help you switch from traditional marketing methods to ones that best capitalize on personal experience and desires in the marketplace and make the most of your time and effort.
Market Research Gives You Knowledge and Perspective
Traditional marketing, like that utilized in the above-mentioned Pepsi ad, lacks a multidimensional perspective. Good market research can provide feedback about your product or service, as well as how it will be received when released. This will help ensure you don’t get lost in an echo chamber where you are constantly reaffirming and validating your own hype and thereby missing the true needs of your consumers.
Market Research Broadens Your Reach
With the rise of social media and other technological tools such as web pages, blogs and news feeds, it makes sense to utilize market research to learn which ones could best supplement or even replace traditional marketing methods. The internet, along with social media platforms and social media monitoring (SMM), offers faster, broader and more intimate and interactive ways of connecting with your target audience than traditional marketing methods of print and broadcast ads. Simply put, smart market research can help you reach more people!
Market Research Offers You Support
Traditional marketing campaigns are primarily concerned with promoting a product or service and reaching consumers. Feedback, if any, is usually labor-intensive and slow to acquire as it is based on manual retrieval of information. Using a variety of market research techniques allows modern businesses the flexibility of quick access to massive amounts of data in a multitude of forms. This means more readily available and more actionable information on which to base new opportunities.
Are you ready to see how using modern market research techniques can help you boost your traditional marketing efforts? Contact Communications for Research today. We can help you plan your next successful marketing campaign!