Elaine Fogel

Marketing Research

3 of 3 Practical Ways to Make Your Daily Marketing Manageable

This is the final installment of a three-part series. The first topic was about social media management; the second on writing/copywriting management; and the third topic is:

3. Professional Development and Learning Management

No matter what your marketing role is, staying current is important. Even the most senior marketers keep abreast of what’s going on in the profession.

No matter what your marketing role is, staying current is important. Click To Tweet

And, why? Would you go to a doctor who hasn’t read the latest research and journals? 🙄

Marketing trends evolve. Study results can provide valuable insight. And, technological advances can make your job easier. With so much to learn, how can you stay up to date and not fall behind? Learn a little daily!

There are countless free and inexpensive resources available that are easy to access: Continue reading

6 Brilliant Tactics That Will Get Customers Participating in Surveys

Guest Post by Dixie Somers

survey crewIf you are trying to get constructive criticism or helpful feedback about your business and its products or services, your customers can be your greatest resources. Without this feedback, it would be difficult to know what is going right or wrong with the way your company conducts business.

Unfortunately, customers are not typically willing to take the time required to fill out surveys. However, it isn’t completely impossible—you just need to take a smart approach. Take a look at the following suggestions that can help entice customers to participate: Continue reading

How Reliable Are Marketing Research Surveys Conducted by Vendors?

SurveyIt’s not like this is a new topic. Vendors, manufacturers, consumer product goods suppliers, consultant companies, and associations have conducted marketing research for years in an attempt to influence our purchasing decisions.

The dairy boards and councils told us their studies demonstrate that butter was better for us than margarine, even when healthcare professionals told us that it wasn’t. The cattlemen’s associations and beef publications tell us that eating beef is a healthy part of our diets. Ask the heart associations and stroke nonprofits if that’s the case.

How many TV spots and ad campaigns have been built around statistics? Four out of five dentists recommend Crest to maintain healthy teeth and gums. Four in ten Americans choose Tide.

Now, with the rise of digital marketing comes a flurry of survey results that demonstrate the value proposition for companies’ products and services. Some recent examples include:

  • Ifbyphone’s “State of Marketing Measurement: Survey Report” ranked inbound phone calls the highest marketing tool for effectiveness in generating sales leads. Ifbyphone is a  voice-based marketing automation supplier. 
  • BrightEdge’s “2013 Search Marketer Survey” demonstrates that 6 in 10 search marketers believe that it will be either much more (27%) or more (36%) important to rank in global search engines this year compared to last. BrightEdge “is the first SEO platform to deliver proven ROI – enabling marketers to increase revenue from organic search in a measurable and predictable way.”
  • The Newspaper Association of America hired Nielsen to conduct a study that reveals newspapers (in print and on the Internet) as the most effective advertising source among various media.

What can we believe? Where do self interests take over?

I’ve blogged many times referring to similar studies. When I think the respondent pool was limited or too homogeneous, I’ll say so. If I think the results may be skewed because of the way the questions were posed, I’ll say so.

Let’s face it. Anyone can use survey software to create a bunch of questions, but there’s an actual science to it. Without posing options the correct way, answers are likelier to be inaccurate.

Hey, I’m just as guilty as the next blogger who uses surveys to support a point or influence readers. That’s the nature of blogging, isn’t it? That’s why bloggers are not journalists. We share our opinions, sometimes based on our experiences and sometimes based on statistics or ‘facts.’

So, my friends, why am I writing about this? Because, we should all take vendor and supplier surveys and studies in stride. Some can be biased and not based on sound marketing research techniques.

Look, we all have an agenda, from individuals to large corporations. Let’s acknowledge it and use our filters accordingly.

What do YOU think? What has been your experience with these types of surveys?

Resources:

Six Reasons Why I Eat Meat Every Day — Mondays, Too (Beef Daily)

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