As part of the millennial generation I remember the huge shift towards the use of technology. I had the Windows 95 desktop computer, using the Yahoo or AOL search engines, and communicating online through MSN Messenger. I also remember when cellphones first hit the scene. I remember the old Clunky Nokia brick phone that seemed to be indestructible. Today our younger generation has way more advanced technology at their fingertips. Children at the age 12 or 13 already have smartphones, usually using them to view videos, or follow their favorite social media influencer. Some children even have access to purchase items through their mobile device. Marketers need to utilize this information as an advantage to target teenagers. For instance, you’re marketing a video game product in which your target audience is teenagers. A great marketing campaign would be using mobile friendly websites, along with partnering with well-known social media influencers to target that audience. Today’s advances in technology along with the high usage of these devices is great way to market towards teens.
Author: Shantica Dawkins
When we conduct research, we want to be able to choose the right path to get us the answers we need. There are two type of research tools you can use to gather information, a survey or an experiment. A marketing research survey is usually conducted by participants answering questions about a certain product or service. An experiment on the other hand is usually used to understand a consumer’s behavior. When conducting these experiments usually the administrator would study the everyday behavioral patterns of their potential target audience. If you need to figure out which research method is better for your research objective, the key is to find out whether your trying to find out a behavioral pattern or ask questions about a particular product. When it comes to the cosmetics industry for example, conducting a marketing research survey would help when you want to find out what properties in cosmetics are most important. An experiment would usually be once the target market walks into a store where do they usually walk towards first.
As marketers, we have learned that in order to run a successful marketing campaign we need to target our audience. We have also learned that with the correct research we can be more effective with our marketing campaign.
Now we need to know what device is more effective when it comes to marketing towards your target audience. Cell phones are the best devices used for marketing. Everyone has a cell phone, there are 5 billion active mobile users around the world. In the United States, 100 percent of people from 18-29 have cellphones. With this information alone you should see that utilizing mobile devices for marketing will have a higher and better response than any other means. Mobile devices are with our target audience all the time. So, we must make sure that our advertisement, website, or application is mobile friendly.
Every marketer knows that to get accurate results for a marketing campaign you need to do your research. Having the correct research will allow you to conduct a more effective campaign. Utilizing surveys will help you get the answers you need to better market towards your target audience. Now the question becomes, what type of survey research should you conduct? There’re two types of research that were going to focus on, qualitative and quantitative. Qualitative research usually asks open ended questions in which the survey participant types in their responses freely. Quantitative research normally has multiple choice survey questions. A marketer will construct a qualitative survey to gain a deeper understanding of consumer behavior. Why do they do certain things? Or Why did they think that way? Quantitative surveys on the other hand is used to quantify data and generalize results from a sample of a population. This is a more statistical approach to getting the answers you need. Before you decide on what type of survey you want to conduct, just think about the survey objective and how a either a qualitative or quantitative response will better answer that objective.
You finally created your website, and now you need to drive traffic to your business. What do you do? What is the next step? Well for one you need to make sure that your website and business stands out. There are plenty of business that sell similar items but what makes each company different? To stand out and drive traffic to your website you can use SEO (Search Engine Optimization) or SEM (Search Engine Marketing) options. SEO is the cheapest way to get ranked higher on search result. For this to work you need to utilize keywords that are relevant to your business that consumers will use in search engines. Using SEO is also beneficial because your business will appear on all search engines.
SEM on the other hand is usually a paid advertisement through Google Ads. You would usually pay based on the number of clicks you get that leads to your landing paging. This process can be extremely costly if you’re not familiar with Google Ads. SEM using Google Ads will only appear on the Google Search engines and partnered sites. So, you’re a bit limited to where your content will appear in a search engine result. Whether you decided to you SEO or SEM is ultimately up to you, just make sure you keep the company’s marketing objective in mind when you make that decision.
It is hard enough trying to get participants to take a survey, and when you finally get participants, you want to get valuable information from these surveys. Understanding how to properly conduct a survey will help you get the results you need for your marketing research project. In order to conduct a good and more productive survey you need to remember one key, have an objective. In marketing if you don’t have a goal or objective in mind you want be able to properly evaluate your survey or campaign. A well organized and thought out objective can provide you with organized survey questions. These questions can then be targeted to get accurate data that you can used to run an effective marketing campaign. That objective is the foundation to running an effective survey. Just think about it you can’t build a house without a well-established foundation, so how would you expect to get the results you need without a thought-out survey objective?
Society has become so attached to living their lives through social media. We post pictures of foods that we eat, places that we have gone, and even luxury items that we have. We do all of this to show off our social identity and to prove that we need to be socially acceptable or admired. Not to sound cliché, but honestly to save your social identity just be yourself, be truthful, and have integrity. The easiest way to protect your social identity is to make sure that you stay true to yourself and don’t get swept up in the need to impress society. If you constantly portray this perfect lifestyle, your audience will stop a connecting with you. Doing this actually starts to hurt your personal brand. Society wants to connect to someone with similar interest and issues. They want to feel that were going through the same problems together. So, “Stop Flexing For The Gram” be yourself and you will be able to build your personal brand successfully.
Have you ever purchased an item in which you conducted extensive research prior to the purchase? Why is that? Why did you compare prices, shipping time, and specifications? It’s because you want to find the best value for your money. We as consumers always look for value with in our purchases. The value can be the brand name, the product quality, the price, the specifications or even the color options. All of this is done by conducting our own type of research, we Google the product and competitors and see what we value more. On the other hand, as a marketer we need to create value towards our products. This is why we conduct marketing research so that were able to understand what our target audience values more. For instance, Starbucks has created a different building layout in Europe compared to the United States. In Europe most Starbucks are larger, with more seating area, and they have a higher inventory of dining in utensils such as cappuccino and latte cups. Starbucks franchises located in the United States are generally smaller and have a higher inventory of to go cups. Why is that? Well, marketers have conducted their research, Americans typically have a fast-paced lifestyle compared to Europeans, so the use of to-go-cups is higher in the United States. By contrast, Europeans enjoy a seated environment where they can relax, drink coffee, and conversate. The lifestyle Is way slower than the American lifestyle. Marketers have learned this because they executed proper marketing research before they opened new branches overseas. The target audiences overseas saw value in the coffee, brand, and added value for the seated environment.
I remember the before times, were each household had a home phone, were we would use the postal office to mail hand written letters, and when we ate dinner at home, we weren’t distracted by those bright hand-held devices. Well, times have changed. The Internet has changed the way we interact, think, and communicate within society. Were now able to talk to someone across the world with a matter of seconds. We are now able to video chat and send pictures almost instantaneously. But, are there dangers to the internet? Of Course. Today we see an increase in identity thief, fraud, and catfishing. All because the internet allows us to gather information instantly. Many online hackers use the internet to steal personal identifiable information from their victims to purchase vehicles, homes, and even activate credit cards. For fraud, we all remember the notorious Prince of Nigeria email, were a “Prince” needed your bank information to send 1million dollars to a family member, and because of your help he will give you 10%. Lastly, catfishing, were the victim believes that he or she is communicating online with someone else. There’s even an MTV show dedicated to catching this cat fishers. Now you ask, how does this relate to marketing? Well, as marketers we also need to understand our target audiences mind frame and point of view. If we noticed that there has been an increase fear of consumers thinking that their personal information is at risk, then let’s lower that fear. When we advertise websites or mobile application, let’s talk about our privacy settings, and our credit card security procedures. That way when consumers plan to purchase products from us that is one less obstacle to overcome.
Storytelling is a basic fundamental when developing a marketing campaign. Many marketers use this tool to make sure consumers understand what is going, and what emotional reaction they will emit. It’s important to make sure that your audience receives that communication effectively, and accurately. In the cosmetics industry we want to tell the story of a transformation. We show that you can be yourself but glamorous you. The last image we want to give off is self-hate or being something you’re not. After reviewing many make up advertisements, I have seen were the ads becomes off putting. The ad would show a preserved “unattractive” woman walking down the street and she doesn’t get attention or is she noticed by her crush. Now because he puts on make up everyone is attracted to her. This storyline can be seemed as a self-hate advertisement. We can instead change the dynamic by showing a woman walking down the street being noticed by friendly neighbors, storefront owners, or bystanders. Now when she adds make up her natural beauty becomes enhanced. She may add mascara to enhance her eye color, or powder to remove oiliness. That storyline now becomes more effective and is about enhancement instead of replacement.