The document defines marketing research as the systematic gathering, recording, and analyzing of data about marketing problems to provide useful information for marketing decisions. It then lists different types of marketing research including product, advertising, motivation, and sales research. The document goes on to describe several specific types of marketing research in more detail such as product research, concept testing, branding research, and advertising research. It also outlines the six main steps of conducting marketing research: defining the problem, situational analysis, informal investigation, formal investigation, data analysis and interpretation, and preparing a written report. Finally, it discusses some limitations of marketing research.
This PPT gives basic over view on sales and advertising.This will be used as notes for U.G & P.G arts and management students.
Advertising-Functions-Types-Advertising & Marketing mix-AIDA Model- Lavidge strainer model-Challenges, opportunities & Ethics in Advertising
Advertising Agency-Role and Functions-Type of Advertising agency-Agency Compensation-Client-Agency relationship
Creativity & Advertising-Appeals in advertising-Components of print ad-Layout stages-Layout types
Advertising Media planning—Media objectives-Media strategies-Media decision-TV-Radio-Web Advertising-Advertisement Regulation
Sales promotion-Features-Importance-Types-Tools & Techniques of promotion-Organising & Evaluation of sales promotion
Marketing research, Role of Marketing Research and Marketing Research ProcessShashiPrabhat2
Hello, friends
This PPT includes the explanation of Marketing Research, Role of Marketing Research and Marketing Research Process or Steps of Marketing Research.
Here you will get the definition of Marketing Research according to American Marketing Association.
If you are getting any doubt, you email me at: shashiprabhat566@gmail.com
The presentation gives some idea for the persons who are new to the "Marketing Research Process". It explains the entire process that is being processed in this Marketing Research Process.
This PPT gives basic over view on sales and advertising.This will be used as notes for U.G & P.G arts and management students.
Advertising-Functions-Types-Advertising & Marketing mix-AIDA Model- Lavidge strainer model-Challenges, opportunities & Ethics in Advertising
Advertising Agency-Role and Functions-Type of Advertising agency-Agency Compensation-Client-Agency relationship
Creativity & Advertising-Appeals in advertising-Components of print ad-Layout stages-Layout types
Advertising Media planning—Media objectives-Media strategies-Media decision-TV-Radio-Web Advertising-Advertisement Regulation
Sales promotion-Features-Importance-Types-Tools & Techniques of promotion-Organising & Evaluation of sales promotion
Marketing research, Role of Marketing Research and Marketing Research ProcessShashiPrabhat2
Hello, friends
This PPT includes the explanation of Marketing Research, Role of Marketing Research and Marketing Research Process or Steps of Marketing Research.
Here you will get the definition of Marketing Research according to American Marketing Association.
If you are getting any doubt, you email me at: shashiprabhat566@gmail.com
The presentation gives some idea for the persons who are new to the "Marketing Research Process". It explains the entire process that is being processed in this Marketing Research Process.
In this part, we define and classify marketing research and set out a six-step marketing research process. We discuss the nature and scope of marketing research and explain its role in decision support system.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Advertising is a tool of marketing that disseminates information about a brand which is aimed at a large number of people simultaneously.
For this advertising has to buy space or time in one or more media of mass communication such as radio, television, newspaper, magazines & internet, etc.
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Presentation made for students of Garware Institute, Kalina - PG Dip in Advertising and Media.
An overview of what is Market Research with different types of research. How they are useful,
In this part, we define and classify marketing research and set out a six-step marketing research process. We discuss the nature and scope of marketing research and explain its role in decision support system.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Advertising is a tool of marketing that disseminates information about a brand which is aimed at a large number of people simultaneously.
For this advertising has to buy space or time in one or more media of mass communication such as radio, television, newspaper, magazines & internet, etc.
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Presentation made for students of Garware Institute, Kalina - PG Dip in Advertising and Media.
An overview of what is Market Research with different types of research. How they are useful,
Conducting Marketing Research and Forecasting DemandAIMS Education
After reading this chapter, people should:
Know what constitutes good marketing research
Know what are good metrics for measuring marketing productivity
Know how marketers can assess their returns on investment of marketing expenditures
Know how companies can more accurately measure and forecast demand
Presentation made for a lecture that I gave at ITM Mumbai. Marketing Research was an elective subject for the students and this is an overview of the subject
Gain a more detailed understanding of consumers’ needs:
e.g., views on products’ prices, packaging, recent advertising campaigns
Reduce the risk of product/business failure:
-there is no guarantee that any new idea will be a commercial success
-Can help to achieve commercial success
Forecast future trends:
-it can also be used to anticipate future customer needs
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
2. “Marketing research is the systematic
gathering, recording and analyzing of the data
about the marketing problems towards the end of
providing information useful in marketing decision
making.”
-Still and Cundiff
3. Research includes:
Sales research
Product research
Advertising research
Motivation research
Service marketing research
Micro environmental research
4. Product Research
Product market research serves several goals: new
product design and market validation research, or
assessing existing product strength and line extension
potential.
Concept Testing
Concept testing research evaluates advertising
concepts, ad theme concepts and appeals, new product
concepts, pricing, brand concepts, brand names, and
positioning strategy concepts.
5. Branding Research
Branding decisions drive branding marketing research
strategy. Brand Management and Research services
help to understand the brand's value, strengths and
vulnerabilities and increase the brand position
Brand Equity Research
Brand equity research measures the breadth and depth of
brand power in the target markets. A key to research
design is the goal of a brand equity measurement study.
6. Advertising Research
Advertising research design is determined by specific
advertising goals and the stage of ad development, or
campaign.
Pricing Research
Various types of research used to explore the role of
price, optimal pricing, and pricing demand curves
Sales Analysis
An analysis of sales by period or year to project
trends, identify problems and measure a retailer's
performance
7. Positioning Research
Studies designed to help identify the optimal positioning
for a brand or service
Market Segmentation
Market segmentation is a process by which market
researchers identify key attributes about customers and
potential consumers that can be used to create distinct
target market groups
Customer Satisfaction Research
It is area of marketing research which focuses on
customers' perceptions with their shopping or
purchase experience.
8. I. Defining the problem and setting the objectives:
The definition of the problem helps in determining the
techniques to be used, the extent of information to be
collected. After defining the basic problem, the
researcher must specify the objective of the study.
II. Conducting situational analysis:
It means collecting the information about the business
environment.
9. III. Conducting an informal investigation:
The researcher must conduct an informal investigation
with the people outside the company, like
wholesalers, advertising agencies, consumers etc.
IV. Planning and conducting a formal investigation:
It includes
a) Selecting the source of information
b) Deciding methods of data collection
c) Preparing frames and forms
d) Pre-testing the forms
e) Planning the samples
f) Collecting the data
10. V. Analyzing and Interpreting data:
Data analysis and interpretation is the process of
assigning meaning to the collected information and
determining the conclusions, significance, and
implications of the findings.
VI. Preparing a written report
Making the written report clearly presented and
highlighting the findings and the decision maker
should be able to take decision effectively after going
through the findings and recommendations.
11. Research is not guarantee of success
Lack of adequate knowledge of marketing research
Research is based on sample and sampling research lacks
the complete accuracy
Trained personnel and a lot of time is required for
marketing research
It is difficult to evaluate the economic benefits derived by
marketing research
12. It can't give 100% accurate results
It provides suggestions and not solutions.
Marketing research is a costly affair.
It can't predict consumer behaviour.(changing the
behaviour of consumers)
Long time is required in the marketing research
procedures