Grab the attention of your market research audience using 4 quick tips. It can be done, despite the scramble for spectators by content globally.
We are busy people. Our business and personal days are filled with activities. The activities we engage in usually are designed to help us accomplish either a business or personal goal. For example, I get up early and go to the gym and engage in the activities of exercising. Not because I just want to – but because I have a goal of losing weight!
Often times, marketing and sales folks have no idea about the activities our customers and buyers perform on a daily basis. Yet understanding these can yield rich and robust insights into goals, which drive buying decisions.
A Day in the Life
Since childhood, we have probably heard this quote a thousand times:
“You never truly know someone until you've walked a mile in their shoes.” –American Adage, Source Unknown
This applies in the development of buyer personas. Using an activity-based research approach allows us to walk in the shoes of our customers and prospective buyers. What it gives us is something very important. Context.
Context provides us with a day in the life perspective. We want to see what customers are confronted with in their natural – not artificial – environment.
When you have visitors to your home, you take pride in... Read more
Tags: branding, buyer experience, buyer persona, buyer persona development, buyer personas, content marketing, content strategy, customer research, Digital Marketing, market research, marketing, social marketing, Targeting, Tony Zambito
Posted in Creative Best Practices, Emerging Platforms, Opinions, Social Media, Targeting, Word of Mouth | No Comments »
B2B business strategies were much simpler back in the day. In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint. We are no longer back in those days.
We are in the new digital age. This new age consists of more complexity, collaboration, co-creation, and new emerging buying behaviors. Recently, I introduced the concept of the Persona Buying Cycle™. It represents a view of understanding new buying behaviors via the B2B buying cycle. Designed to help us address not only new behaviors – but address new complexities.
Last year, I suggested a single view of the buyer was a dangerous road to travel. This view wired into B2B Business for nearly a century. We now live in a new digital age of audiences, influencers, procurement policies, buying teams, committees, social collaboration platforms, and more.
Mapping content strategy to this new world means factoring in more views than a single buyer. For B2B businesses, the dynamics of audiences, nurturing, insight, experience, and “consumer-like” branding are all new. These new dynamics are fast emerging as success factors for succeeding in the new digital age.
One of the key insights behind this thinking, gained through a collection of on-site... Read more
Tags: audience persona, branding, buyer persona, buyer persona development, buyer personas, buying cycle, content marketing, content strategy, Digital Marketing, market research, marketing, Tony Zambito
Posted in Creative Best Practices, Emerging Platforms, Opinions, Social Media, Targeting | 3 Comments »
Every company has aspirations to become the market leader in their space. Leading your market has built-in advantages over your competition. Market leadership helps to ensure a level of stability and longevity.
Getting there and staying there is the hard part.
The demands of the market and the buyers within them can set the bar very high. Being the market leader can be very tenuous as buyers evaluate new emerging technologies and options. Rising to the top also comes with a heavy responsibility. Which is this:
Customers and buyers expect market leaders to provide them with a roadmap of the future.
Recently, this became a profound understanding for me, which I want to share with you. I conducted a significant amount of qualitative buyer interviews during the past year or more. There was a sense buying behavior was shifting in this direction. It has led me to conclude this:
Organizations today, particularly B2B, must develop the capability as well as provide to their prospective buyers and existing customers future-oriented Buyer Foresight™ .
Michael Brenner, who has a fantastic blog B2B Marketing Insider, and I had a conversation on the subject of buyer foresight. You can find it here: Marketing is in the Throes of a Buyer... Read more
Tags: buyer foresight, buyer persona, buyer persona development, buyer personas, content marketing, content strategy, customer foresight, customer insight, Digital Marketing, market research, marketing, Social Media, Targeting, Tony Zambito, trends
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Opinions, Research, Social Media, Targeting, Uncategorized, Web Analytics, Websites, Word of Mouth | No Comments »
Market share is a largely ignored performance metric for retailers, not because it isn’t valuable, but because it isn’t accessible. Typically market share metrics are sourced from quarterly reports where data is stale, limiting actionability.
The ability to measure market share in real-time will disrupt the way retailers determine the success of the marketing efforts. Today, retailers measure performance in various ways including return on ad spend (direct response), and in-store sales (branding, promotional). By measuring market share, retailers are able to take a macro view on their marketing efforts that expands beyond their brick and mortar walls.
Quantifying performance by market share allows retailers to look at the entire retail ecosystem, versus a siloed approach to marketing. By using market share as a key metric it allows retailers to optimize to gain share of wallet. Understanding market share allows marketers to build campaigns to capture the $1.44 spent at competitors for every $1 spent with them.
Placed recently released their 2012 Holiday Retail Insights providing a first glimpse into retail market share, which includes surprising volatility.
Wireless Carrier Retail Stores - Market Share
Verizon and AT&T wrestled for the top position in terms of wireless carrier store visits in the last six weeks of the holiday shopping... Read more