Policy #3: Eliminate wasted time, resources, and capital with consumer centric corrections
Reviewing the previously discussed policies, (Assign each touchpoint a specific objective & task to carry out) and (Use consumer passions to design your “Digital 4P’s”), discloses a common theme. That is, consumer centric research provides the foundation for a better digital marketing ROI.
Now that your thinking is prompted after covering the first two policies, do you still think you can afford to ignore consumer perspectives when designing a digital marketing initiative? We have seen the outcome of digital marketing without consumer centric research lead to wasted time, resources, and capital as depicted in the case below.
Mobile Site Gone Astray
In one such example, when going to market without a digital marketing insurance policy, a brand had to rework an entire mobile experience that was the first to market for the category. The mobile experience was originally designed for accessibility and utilization while the consumer is at the point of purchase. Naturally taking these whereabouts into account, the design of the mobile site featured information and tools surrounding an in-store experience. However, research uncovered that 92% of mobile site visitors actually surf the... Read more
Archive for Kimberly Struyk 
Insurance Policy #3 for a Better Digital Marketing ROI
Policy #2: Use consumer passions to design your “Digital 4P’s”
Enacting a hassle-free, airtight insurance policy plan for a better Digital Marketing ROI requires deeper excavation into consumer Internet behaviors beyond just their interests with your brand.
Specifically, examining Digital touchpoint behavior to understand how consumers already use the Internet on a daily basis provides grave insight.
To test if this is a policy that will be useful to you, take the small challenge below. When thinking about the Digital initiatives you already launched into market, can you answer the following questions about the target you are trying to reach?
For what type(s) of passions is your target audience utilizing the broader Internet?
What type(s) of websites are visited by the target? What amount of time is spent online for personal reasons?
What is the reason for interaction with each touchpoint (websites, branded fan pages, mobile sites, brand blogs, etc.)?
Which type(s) of Social Media activities does the target audience engage in, if any?
When are they most open to receiving branded/category information?
Without analyzing these types of behaviors before building out online experiences, how can one conclude that a Digital initiative will receive optimal impressions, have the capability to go viral, and/or persuade consumers to purchase? Circling back to our Digital marketing challenges, these uninformed... Read more
A Challenge to My Fellow Research Community: What is the ROI of Research?
As the title of this post states, I am posing a challenge to my fellow research community in light of recent trends (from a major economic downtown to an upward shift in Digital spending and rise in Social Media usage) that I believe are obscuring our prospective clients’ decision to move ahead with research. When speaking with prospective clients, there is never a shortage of un-validated questions keeping them awake at night. Most agree that research is the only way to appease these business questions, but still there appears to be surmounting hesitation around pulling the “research trigger” in recent months.
In my experience, I have found the decision to conduct research can become political because the outcome is an unknown, meaning that the results may or may not bring forth something intriguing to learn. In other words, research is not always substantiated and even more frequently devalued among the very set of individuals who might benefit from it. This political struggle is the reason why researchers are pressed for actionable insights, ensuring a wise investment from an organizational perspective and from the main stakeholder’s standpoint. Furthermore, the era of Digital continually introduces new ways of marketing on various platforms: It... Read more
