Apr 09, 2010

Research and Analysis Lay the Groundwork for Successful Marketing

Marketing in the dark, without any understanding of your consumer base or your brand itself, can lead to all sorts of awkward marketing pratfalls and painful slip-ups. There are a range of research analysis options, however, that can help shed some light on the factors that you'll need to keep in mind in order for your marketing strategy to succeed.

First, you need some insight into your target consumers. You can gain this knowledge from the findings of a target market analysis. This kind of research will provide you with an in-depth understanding of just who these individuals are. It's more than demographic facts and figures; you also get an idea of their interests, the way they live their lives, and the things that they dislike. With this sense of your consumer base at your fingertips, it's a lot easier to determine the best form and location for your marketing efforts to ensure the best chance for their success.

Now that you know who your prospective customers are, it's a good idea to know who you're vying with to get their business. A competitor analysis can help you determine your primary competition in the online battlefield. It's important when you're marketing online to identify your online opposition because sometimes these brands won't be the same ones you're butting heads with in the brick and mortar world. The competitor analysis gives you the lowdown on the strengths and weaknesses of your online rivals to help you identify where your opportunities for marketing success lie as well as where any potential pitfalls might be lying in wait.

With your target identified and your competition assessed, it's time to determine the most effective way you can use your online brand to make sure your marketing goals are met. A campaign positioning analysis can help you reach this conclusion. By taking into account your brand, your desired marketing goals, and the messaging you use to make your point, this kind of analysis will enable you to have the information you need in order to guide the decisions you'll make that will shape your marketing campaign. If your campaign is in support of a new product or if you are trying to reposition your existing brand in a new niche, you need to perform a brand positioning analysis. This type of analysis will make sure you aren't trying to move into a space that consumers already consider the territory of another brand or product.

If rebranding is your goal, something that would complement a brand positioning analysis would be a brand audit, which takes a serious look at all of the collateral associated with your brand and help identify the potential impact of changing that brand. Whatever your marketing intentions, it's always best to be a brand with a plan. The key to having the right plan is performing some concise research and analysis before you make any decisions. That way, you know what you're doing and how to get where you want to go before you launch your marketing initiative.


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