MARKETING AND THE CONSUMER
MARKETING AND THE CONSUMER
When you are using digital marketing in order to promote a business there are several methods that can be used to go about this. Depending on the nature of the organisation, different approaches must be taken in order for the good or service to be of interest to the user.
If a business is advertised on a website that has none or little relevance to it then there will be little chance of the user taking interest and following a link to the website that is being marketed. For example if the purpose is to advertise a surveyors' company then there would be little purpose is attaching the link to a car manufacturers website due to the two business have a different target audience.
Another form of integrated marketing is a mail campaign. This form of marketing will often come across as spam to the many consumers that it reaches although previous evidence shows that this method can be effectual.
A mail campaign is very popular in the retail industry, once a store has obtained a customer's e-mail address they will often send out mass e-mails providing information on current offers that the brand is currently offering. Although a high number of recipients will ignore or delete the e-mail immediately, there are a considerable quantity of people that will take notice of the mass e-mail which will often lead to an increase of online sales being made through that brand.
We have seen how important it is for the ONLINE MARKETING Manager to identify accurately the needs of his consumer. This understanding of consumer requirements is vital to successful marketing. It does not begin and end with the launching of the product. It must be a continuous process and the ONLINE MARKETING Manager must establish means by which he is kept informed, constantly, of the pattern of consumer needs and the advent of trends which may alter that pattern for The future.
To provide this information an activity has been developed during the past thirty years known as Consumer Research.
THE MEANING OF CONSUMER RESEARCH
The basis of Consumer Research lies in the fact that mass production and consumption have brought about a standardization in the habits and the tastes of the mass of the people. It has, therefore, become possible to examine the habits of a whole market by conducting tests upon small samples.
The uninitiated may be sceptical. It is an affront to our dignity and our belief in our own individuality, to be informed that we are, in fact, just one of a herd and that the habits by which we live our lives--and the urges which motivate them-are paralleled by those of the vast majority of our fellow citizens. Whether we like it or not, however, there is overwhelming evidence, not only in the United Kingdom, but throughout Western Europe and the United States of America, that this standardization of taste and living habits exists. It has been accentuated in the last decade or so by a blurring of the boundaries of what were once described as working- and middle-class incomes.
If he is to know his consumer, therefore, the ONLINE MARKETING Manager must know about Consumer Research. He must understand the techniques employed in the selection of test-samples of the population, know how interrogations are carried out and how the mass of information derived from research interviews is coded, classified and finally presented in the form of statistics. He must understand not only how these statistics are arrived at but how to interpret them and use them as a basis for his ONLINE MARKETING decisions.
It is unfortunate that the credibility of the methods used in the conduct of mass surveys should have been put in question by the apparent failure of opinion polls to predict correctly the outcome of elections, both in the United States of America and in Britain. It must be realized, however, that opinion research differs considerably from consumer research. The opinion researcher will, for example, ask people their opinion on a topical controversial issue of the day. Direct questions seeking an opinion rather than a fact may not produce a truthful answer. Respondents may offer an opinion regardless of whether they hold it or not, rather than admit to not having any opinion at all. Similarly, when people are asked how they intend to vote, it is easy for a misleading set of answers to be obtained. There are those who will say that they intend voting for Mr A or Miss B, but when the time comes their opinions may have altered or they may not even trouble to vote at all!
The consumer researcher, however, is dealing not with opinions, but with behaviour. One of the factors which has been established by Market Research organizations over many years, both here and abroad, is the general honesty of ordinary people. When asked to provide facts about how and whenand where they do their shopping and the uses to which they put the products which they buy, the great majority of people tell the truth to the best of their knowledge. The main hazard for the researcher is not, indeed, the deliberate lie but inaccuracies which can creep in due to mistakes caused by poor memory. Because this problem is recognized, however, steps are taken, in both the formulation of questions and in interviewing methods, to overcome the difficulty.
We can, therefore, forget the possible shortcomings of the opinion polls, recognizing the additional hazards under which they must work. Our purpose is to consider the credibility of the results of consumer surveys where people are, in the main, invited to respond to a series of questions regarding their buying habits and the uses to which they put the various types of merchandise in which the survey is interested.
What next? - What Makes a Good Online Salesman?
- THE USES OF CONSUMER RESEARCH
- Digital Marketing Strategy, Internet Marketing Strategy, SEO Strategy
- FEASIBILITY OF THE PRODUCT IDEA