Data is a powerful tool. If used correctly, it's scientific, reliable, unbiased, and informative. On top of generic market research, primary research from consumers is even more influential. The most successful strategy a company can employ is one that which fully puts the customer at the center of business. In reality, it's very easy to say but is rarely practiced. Acting in the best interest of the customer build your ability to advise and not solely sell. The long-term payoff of this shift from vendor to consultant can reap huge rewards for a business's bottom-line.
Here are 3 ways marketing research can help sell advertising:
- Very simply, it is used as a door opener to start a deeper conversation. Have you called your prospect 6 times in the past month with no response? Sending over an infographic or a few relevant research nuggets on their market or their customers will definitely catch their attention and shows them you are knowledgeable about their markets and customers. Research and data shifts your tone from "sell" to "help." This simple value-added data about the number of purchasers or number of users on TV, radio, or the internet may reveal you in a new light. Even better, the research is 100% unbiased putting the customer first. This type of media behavior research can tell you where your customers spend their time and when they buy. It helps advertisers proportion money where they can get their most bang for their buck.
- Not all customers buy your product or service for the same reason. Essentially, the buying process is made up of thousands if not millions of different rational and emotion triggers that make us buy or not buy. Using customer segmentation through research allows advertising firms to profile several key audiences and truly understand their profile and motivations. The segmentation analysis ensures advertising is relevant and impactful based on the research. This type of analysis works hand-in-hand with behavioral targeting through digital platforms including lat/long messaging. The days of blanket, 1 for all ads should be dwindling but they're not. In essence, by running one advertisement, advertisers are essentially saying that a 68-year-old man buys their product for the same reason a 22-year-old female fresh out of college does. Think about how ineffective that is.
- By segmenting audiences, you can begin to drive your creative by putting customers as your focus. Research can identify your most common and uncommon customers, and understand the purchasing motivations that differ between them. A 68-year-old man may buy your product because of the brand, while the 22-year-old female may buy it because of price. Having this information allows the marketing team to create an extensive campaign with messages and creative that resonate best with your key audiences because there is never just one. Research can eliminate cookie-cutter promotions. Then sit back and watch your CTRs sky-rocket.
This market research blog is written for those working in the marketing research, customer experience (CX), or Voice of Customer (VoC) field. Drive Research is an advertising market research firm in Syracuse, NY. Contact us at [email protected] or call us at 315-303-2040.