Walking into a marketing project with out any research is akin to walking a tightrope without a balance bar or any other proper equipment.
Pew Research recently released their 2014 Social Media Report. From this, we can gather some new assumptions as to who is on social media these days.
Millennials are breaking into the professional and adult world, and the rest of us are realizing we need to catch up to their behaviors and habits.
Here are some tips to ensure insights exist during the entire life of a project.
Strategic marketing begins with the development of audience personas. When we market goods or services, being mindful of who comprises the audience is a good first start in our recognition that we are frequently not the intended audience. Be it business insurance, wastewater treatment technologies or a South Beach vacation, our marketing strategy begins by understanding who are the most likely buyers.
Coca-Cola lit up the social media world with their tribute to American diversity – a multi-lingual version of America the Beautiful. Putting aside political and social responses for and against the ad, it does prompt thinking about the dilemma facing today’s marketers. How do you speak to the breadth of American consumers without alienating any one segment? How do you show the growing Hispanic market that you connect with them without suggesting that you no longer care about your more traditional small town loyalist? How do you appeal to the out and proud same sex couple without crossing lines? And how do you do it all without pandering to either group?
I recently participated in a portfolio review as a favor to an advisor at a nearby college: fifteen-minute individual sessions with eager students proud to show off their creative work.
Understand that, although I have worked closely with art directors and graphic designers for many years, hired a few for full-time or freelance positions, and – least importantly – know what I like, I am a marketing strategist with years of experience in marketing research, strategy development and management with some account oversight.
The October 2013 McKinsey & Company article entitled How B2B Companies Talk Past Their Customers documents the “surprising gap between the brand messages that suppliers offer to customers and what customers really want to know”.
A recent Market Research Association conference session focused on the obligation of researchers to move beyond generating data to sustaining the value of research through curation. The speaker suggested that the researcher’s mantra should be “Collect. Connect. Curate.”