The Importance of Advertising Research
The Heart of Advertising
The importance of primary & secondary research is expected to grow with the increase in consumer privacy concerns. Brands will need to understand the entire industry landscape to accomplish the best campaign results.
Understand Your Potential Consumers
Brands must perform consumer research to learn the problem their potential consumers are facing. The research will help Brands discover potential solutions to consumer problems. Based on their findings, brands should look to update aspects of the 4 Ps of marketing, their campaign messaging, and so much more.
There’s typically a cost associated with consumer research which is why brands and agencies tend to focus on platform optimizations instead. Brands that do not learn about their potential consumer needs may still succeed. However, it may result in paying more for consumers in the short term and may not result in brand loyalty over time.
Learn How Consumers Feel About Your Brand
Brands need to understand their potential consumers because it shows their current positioning and what they need to do to achieve their goals. There are 5 key areas a brand should focus on when they learn about their potential consumer. Based on the findings, brands are able to identify any issues and areas of improvement with their current positioning. Brands should constantly monitor the key areas to identify if the advertising is successful or needs to be updated.
Prepare Your Brand For Combat
Each product or service has a unique competitive landscape. Agencies need to perform extensive research to truly understand a brand’s 2 direct and indirect competitors. Most industries have multiple brands but offering the same product or service doesn’t always make that brand your competition. Each brand has its own differentiators that aim to set their product or service apart from the competition. It’s important that brands align their competitive efforts with competitors that have similar differentiators. This will ensure that your brand is competing with products and services competing for the same consumers.
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