marketing

Experienced marketers know what it takes to be successful but there’s much to be said about cross-channel communication and collaboration within many organizations.  Learning and understanding how customers think, feel and behave are still key things marketers want to know in their all-important research.

SO, WHAT’S THE PROBLEM?

In its second annual survey of 168 marketers representing both large and small companies by FocusVision, the biggest concern was about the need for better technology that incorporated and blended information from various data sources and across all departments within the company.  FocusVision is a producer of software for both qualitative and quantitative software .

That concern was driven by the acknowledgment of a constantly and rapidly changing tempo and the demand for quicker analysis and action.  The study concluded that most marketers are still trying to deal with this transition while arriving at justifiable strategies to stay in front of competition.

OTHER CONCERNS

Budget constraints and sample quality tied for first among marketers’ areas of frustration at 46% each.  The study also concluded that as research becomes increasingly multi-dimensional and complex, large companies appear to be struggling with incorporating the different tools and data being collected.  One respondent cited a strong desire for automated sampling of data.

The budget response makes it clear that marketers need to do a better job of, not only keeping other departments and senior staff informed and involved, but also enrolling them in better understanding and supporting the need for good technology to satisfy their mission.  Sample quality would appear to be tied to budget vis-a-vis a marketer’s inability to afford the best software available.

OTHER FINDINGS

The survey discovered that a majority of respondents (58%) conduct research once a week or more, which was up slightly from the 54% reported a year ago. 

The study also delved into where research was trending among the respondents.  Mobile led the way followed by surveys and diaries. FocusVision noted that large companies appeared to be more interested in tools for their industry which could better combine various components like AI, as well as quantitative and qualitative technologies. Unsurprisingly, the companies surveyed used the traditional research methods of surveys, focus groups and in-depth interviews to gather their information.  Other smaller tactics included in-home or onsite research, usability studies, online diaries and bulletin boards as well as other unnamed quantitative methodologies.

The focal points of most research centered around customer experience and brand awareness.  These were followed by customer journey and brand perceptions. Pricing ranked seventh among the 12 categories offered.  Customer experienced saw the biggest increase over the past survey as companies seek to better understand customers.

Although it didn’t rank high in the study, there is a growing frustration among marketers in large companies which employ several technology platforms.  The study noted a 7% increase over the previous year to 21% which may well serve as a red flag for marketers in that category.

Ronn Torossian is the CEO and Founder of 5W Public Relations. 5W PR is a leading digital pr and influencer marketing agency.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.