Surveying Before You Dive In
ADOTAS – Digital media marketing and advertising affords new opportunities to reach consumers on-the-go in less expensive and more targeted ways that were heretofore possible. Even though mobile and digital advertising has the potential for a better ROI than traditional media, metrics are the true key to success.
Not only should campaigns be followed closely for response and conversion, it is important to test proposed marketing and advertising before deployment. Without doing so, there’s a risk of making expensive media buys that don’t translate into sales.
The problem is that traditional marketing research techniques are very expensive to execute. They are not agile enough for forward-thinking agencies that need to capture fleeting opportunities and turn on a dime.
Calling up a consumer panel company to get a quote for 400 or 1,000 respondents with specific demographic and psychographic characteristics is not a pleasant endeavor. A quote typically takes hours or days and the price per respondent is high in this entrenched industry. Going the traditional marketing research route usually burns thousands of dollars and takes weeks to months from concept to final report.
Through social media, the social graph and Web 2.0 technologies, newer tools are available that make marketing research something that any agency or business of any size, can and should employ.
There is now such a thing as an online survey tool with a built-in consumer panel. Integration of the survey tool and the consumer panel into a single self-service platform is an advance that makes the process of performing marketing research far easier and more accessible than ever.
It is now possible to write a survey online (that’s right, DIY) and then define target respondents based on demographics and psychographics. Launch a survey to real U.S. consumers that fit a certain target market and begin to see first results streaming back in minutes – at a cost far less than traditional marketing research
With these new marketing research technologies, creative agencies and businesses of any size can now include video and images in surveys. Imagine having respondents watch a video that has been created to play in a digital ad, or even an entire TV commercial, and then answer a series of questions to validate whether the intended message is the same as the one received by the target audience. This allows for testing and validation of any branding and other creative content. In addition to quantitative market research, one-on-one webcam-recorded responses from members of a target market are available options.
These new tools have been aggregated into a cohesive and comprehensive platform and allow creative agencies to incorporate this platform into their own branded under their agency’s name. Research reports will show their brand and survey results can be domain masked to appear under their URL. They can add marketing research into their portfolio of services, even if they are a small boutique agency.
Platforms like this, available as a white-label service, encourages any creative agency to make marketing research part of their core offering and competency as well as a revenue center. A consultant or agency can perform research on behalf of clients and charge appropriately for their added value – a service needed in this economy today.
We now live in an age where data is king and business is transacted at the speed of the web and smartphone. It is about time that validation tools for advertising and marketing caught up in terms of price, accessibility and speed. Because of that, survey and market research tools are now accessible and no longer a thing of the past, ensuring even better results for clients dollars and a value-add that was once only nice to have.
Lev Mazin is CEO and co-founder of AskYourTargetMarket.com, the online survey tool with a built-in US consumer panel.
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