In a war between brands, it’s advertising that allows you to cut through the noise. Marketing research boils down to knowing which ads work for a specific target audience or customer base. Research is done before, during, and after the advertising campaign to weigh and determine which tactics work best. This helps refocus your marketing approaches and takes you to retrospect to retain the ad strategies that worked and eliminate the weakest.
Understanding your target market or the audience will help you redefine your product and services. This allows you to seamlessly link your brand with the audience. The aim is for your target audience to relate to your product offerings. Analysing your campaign will help you determine its success rating. This will allow you to refine or tweak your campaign your advertising efforts to suit future campaigns and improve results.
Segmentation is important at the onset of any advertising campaign. Research at this point is geared towards different markets or specific audiences.
Brand awareness and relevance is the key to success if you want to gain prominence in both online and offline marketplaces. Here are the best ways on how you can coordinate advertising strategies:
- Google Analytics will give you how your traffic is doing with a specific type of audience in terms of demographics.
- Conducting keyword research will also help you determine the search terms used when looking for a particular product – you can design your SEO strategy to mesh with this.
- Competitor analysis can help you gain perspective on what else is needed to boost your brand – what you should or should not be doing. Your competition can teach you some tricks of the trade in subtle ways.
- Check out customer reviews to determine what your customers’ experiences are and their wishes or expectations of the product. Google puts much weight on reviews now and you should too.
- Social media has a huge and marked influence on your audience. Gaining increased visibility and reputation over social media channels like Facebook, Twitter, Pinterest, Instagram, and LinkedIn will help you beef up your digital footprint and brand. Links, shares, comments, and interests on your social media posts will help you determine what your target audience is looking for and respond to this. This will also help you analyse the success of your campaign.
- Make use of a social listening platform. Eavesdrop on what your target audience wants and needs in your brand. These millions of conversations happening in real-time are the epitome of social media research. This will allow you to tune in to what your audience wants and their expectations too. You can do targeted research of your audience by searching for mentions of your products and brand. These mentions come with specific details on the audience when crawled such as location, gender, occupation, and interests which are vital components to designing your ad campaigns.
- Google Trends will help you determine the trending topics on particular niches and its popularity level. This also comes with the latest news on particular topics or keywords.
- Check out Q&A sites. While this may be unpopular, tuning into these Q&A sites can actually provide you in-depth insight on what your target audiences’ common questions are regarding a particular product or your brand. The role of consumers insights is very strong and profound, especially in this internet age. This influences and shapes consumer views and preferences which can make or break your brand.
Creating a social media report of running your campaign will help you track and evaluate social mentions, reach, engagement, emotional response, purchase intent, and social voice; to name some. Monitoring and picking up conversations around your campaign will help you create a specific tone and voice for your brand that can spark interest and engage your target audience.