Terms of positioning and brain position compared to the competitors. This provides information to be able to move forward for years and to make choices about topics such as brand positioning, brand innovation and brand portfolio.
Trend 3: data-driven marketing
Analyzing and interpreting data from visitors makes it possible to tailor content and campaigns to target groups increasingly finely. This indispensable trend in market research is the result of several developments.
Accountability is therefore becoming increasingly important. Decisions must be substantiated and marketing must provide evidence. Accountability for the marketing budget is important for organizations, especially in uncertain times. Data-driven marketing can be highly efficient, but the long-term view of brand growth should not be lost sight of.
Unlock and connect data
In addition, more and more is possible with data. Especially now that larger mountains of data are flowing in at companies, the trick is to unlock that data and connect it well to make it work for you. The link with market research is crucial. Think, for example, of connecting research data with internal and VP of Administration Email Lists external data, financial data and actual behaviour. Such links are essential not only to predict the future success of a product but also to determine your brand positioning, determine the effectiveness of your communication and improve customer loyalty.
Link between data, insight and results
A next step is to make data actually work for you with data-driven campaigns via, for example, a customer data platform. For example, 4orange’s Connect platform is the link between data, insight. And results that can be used by marketers, campaigners and data analysts alike. With the help of modules, customer journeys and campaigns can be fully mapped, followed and maximized. This includes getting to know visitors well and automatically enticing them to complete their conversion path and also retarget them.