Marketing of any medium, be it TV adverts, social media content or anything in between has little effect it’s not targeted to the right people, at the right time and with the right message. What’s more adopting a blanket approach to each type of marketing medium can provide to be both an expensive and damaging waste of time.
As an answer to this and in bid to craft marketing strategies businesses up and down the country have spent time and money in undertaking extensive market analysis, many a time looking to outside consultancy companies for help that comes with a rather almighty price tag. What fewer consider however according to 720 Digital is that customer SEO surveys and how these essential market research mediums are driving change based upon targeted, intelligent marketing.
Let’s talk targeting in detail
When we talk about targeted marketing we should first establish what forms of market segments we may be aiming for, and consequentially how customer surveys can illicit insightful data from such areas of your business’s customers.
The first and most obvious split within target audiences is that of customers and potential customers. In the first instance customer surveys may be presented either when your customer is using your product or service or at an indirect time via a medium such as email (the former example is invariably far more effective). Further within this general group is then a wide and extensive range of target markets which may be split down into subsections of customer demographics, product or service use or customer spend. To much an extent targeting is then only restricted to the sophistication of the customer survey tool that you use.
In the latter instance of potential customers we look toward market surveys, which are, or at least should be, intelligently targeted through a vast array of survey communities and as such are then subject to a practically limitless range of target filters. This can once more include demographics, as well as how each survey participant may be related to your product or service (such as their being competitor product/service users, or merely within one of your target market’s guidelines).
Why customer surveys are an answer to targeted marketing
In an ever more competitive world that is subject to market conditions that are anything but certain it’s vital that businesses are on form and on point when it comes to knowing their customers, market and competitors. As an essential tool in achieving targeted marketing that works is customer surveys that gather invaluable information. The following three further reasons demonstrate just how this form of market research is changing the way people do business.
Easy as 1, 2, 3: How customer surveys are empowering business
- Customer feedback drives change and identifies needs
Customer feedback through the survey medium are designed to drive change and what’s more with todays advanced surveys this change can be guided by data from specific customer and market segments.
Customer surveys gain real world insight into a business’s offerings and beyond feedback upon a specific product or service customer surveys can additionally pave the way to new additions to a company’s offering.
- Customer surveys provide insight into existing customer’s satisfaction and previous customer’s dissatisfaction levels
As well as exploring what your current customers are thinking and feeling, customer surveys can additionally gather reasons for previous customers having deserted your business. For the former, customer satisfaction levels can be analysed and points of improvement can be identified, and for the latter previous customer’s reasons for dissatisfaction can be expanded upon and explored in a bid to eradicate such instances in the future.
Customer retention levels can then be analysed and ultimately improved through intelligent decisions based on rock solid feedback that comes directly from the people who matter: your customers, rather than a consultancy or marketing firm who can may only make educated (yet incorrect) guesses.
- Customer surveys provide invaluable insight into market trends, yet are one of the most cost effective methods of market research
Whilst customer surveys can be designed around you, your business and your target markets to gain the insight that you need at any given time they also feature an excellent return on investment. As far as market research mediums go, gathering target market data through surveys proves to be an overly cost effective choice.