The final output that any marketing campaign strives to achieve is to ensure they are reaching their target group. It is not as simple it sounds to arrive at an answer. There are a few key indicators if followed will propel you towards an effective marketing strategy.
Data collection can give you the required momentum in taking your design process to the next level. A few important pointers could be new product development, mark analysis on the existing products, price point, customer needs and expectations, etc.
So market surveys are your go to tools. An important factor that yields good results for your survey is by choosing the right medium. It is supposed to be cost-effective, reach a wider audience and have a faster response leaving you with a large sample size. This is why mobile campaigning and surveys are catching up.
Mobile: The next big thing in Market Research
Market Research teams and companies by now need to understand that the conventional marketing tools and methods are almost obsolete. Customers are no longer comfortable with answering doors and sharing feedback or their needs one-on-one. They do not even respond to a robot marketing call anymore.
Digitalization has taken over and so did mobile surveys. They are anonymous, effortless for the customer to respond, faster and less time consuming. However, it is vital to understand the target group and design the survey around it.
Below are top four errors market researchers make while publishing the survey:
1) Mode of conducting the survey: This is a major hiccup a lot of companies face, not being able to differentiate between the sources with their age group. Make that your basis for understanding what works best for each of them, like social media, in-mail, e-mail, phone calls or mobile marketing. Each one comes with their own positives and negatives, weighs them carefully and chose what works for you.
2) Prioritizing Traditional Marketing Tools: Market Research agencies by now need to get the hang of the results mobile marketing can reap. The average number of times people check their mobile phones is increasing exponentially, it is a cult. Marketers need to bank on this to their advantage.
3) Timing and placement of the survey: People use their mobile phones for everything possible. They switch between applications, but looking into the mobile screens is a constant. So marketers need to use this gap efficiently and place the survey where it fits best. This is an easy slip for a lot of them.
4) Complicated Questionnaires: This a thumb rule for any survey, people do not have the attention span or the patience to go through anything that is complicated or complex. Stick to short, concise and crisp questions. Use close-ended questions as much as possible. They have so much to do on their phones; anything that slightly takes longer will have them exit the survey unfinished. The number of questions also needs to be in control, take three short surveys instead of one that is lengthy, because the efforts are going to be in vain anyway.
These can be avoided just by effectively investing a little more time and money in designing the survey. The primary data, thus collected by, be much creamier and useful to understand the pulse of the customers and develop new or improve the existing products.
Let your focal point around every question be who, why, what and how! Contact Us to know more about the right marketing strategy and clear goals for your business.