Digital Research Flashcards
The main research that marketers use before even thinking about the campaign. Designed to establish the size, composition and characteristics of a group of individuals who are, or could be, potential customers.
Audience Research
Digital Marketing Strategy’s Goal is
to influence the buyer’s journey
Marketer’s need to connect with the audience by knowing ____, _____, _____.
- what they think
- how they behave
- how they live their lives
Primary reason for conducting audience research is:
to identify your obstacles
What make’s up a buyer’s persona?
- motivations
- demographics
- channels used to access the internet
Identifying the ____ helps marketers choose the channels and messaging that will resonate with their ideal customer and effectively deliver on objectives.
Buyer’s Persona
3 Data Types to gather when you conduct audience research
- Demographic
- Psychographics
- Behavioral
Type of data you gather when conducting audience research that delivers hard facts about your audience
Demographic
Social, geographical and financial data are examples of what type of audience research?
Demographic
Type of data you gather when conducting audience research that uncovers anything that your audience would be interested in; Deep understanding of your audience’s aspirations.
Psychographic
Lifestyle, ideas, and trends are examples of what type of audience research?
Psychographic
Type of data you gather when conducting audience research that shows how people use your product, navigate your website or use the marketing channels you utilize.
Behavioral
Retail experience, product use, and adoption are examples of what type of audience research?
Behavioral
The process of monitoring digital media channels, terms, products, and concepts associated with your brand to devise a strategy that will better influence consumers.
Audience Listening
Main audience research platforms are:
- Social Media
- Marketing Research Platforms
- Survey Providers
- Behavior Analytics
Hootsuite, Hubspot, Social Intel, Nuvi, and Affino are examples of:
Social Intelligence Tools
Type of Audience Research Platform used as secondary research developed by third-party research companies
Market Research Platforms
Type of Audience Research Platform used to collect specific data related to your product or a specific trend you are interested in
Survey Providers
Type of Audience Research Platform used to gather knowledge or insights gained from analyzing social media data.
Social Intelligence Tools
Main Social Listening Tools
Hootsuite, Tweetdeck, Hashtags, and influencers
Type of Audience Research focused on providing insights into the actions of your customers or audience.
Behavioral Analytics
Helps marketers focus their attention on the type of content and messaging they need to develop in order to gauge their target audience.
Audience Research Platforms
Tools used to conduct cultural research
- Social Media Conversation
- Research
- Dedicated Platforms
Cultural Research Tool using keywords, facebook groups, twitter communities, hashtags, and influencers are powerful ways to understand how a specific community is talking and interacting.
Social Media Conversation
Cultural Research Tool where audience research firms develop their own research on specific cultural groups and make it available to marketers.
Research
Cultural Research Tool that follows the consumer journey through content by finding and visiting niche websites, influencers’ accounts, dedicated apps, bloggers, and forums to offer plenty of material to find out what values are most important.
Dedicated Platforms
Provides research into what the competition is doing in terms of marketing, what their messaging and positioning is, how well they are received, what part of the market they are targeting, and the success they are achieving online.
Competitive Research
3 Types of Competitive Research
Strategy, Target Market, Message
Competitive Research Type used to Understand what media and content strategy your competition has adopted can help reduce friction and prevent overlapping.
Strategy
Competitive Research Type used to understand their target audience more in-depth can provide insights on your own target audience and how it should differ, based on how your product solves the problem for them.
Target Market
Competitive Research Type used to understand your competition’s message and enable you to differentiate yourself from them.
Message
4 Platforms for Competitive Research
Social Media, Competitor Assets, Search, Content Analysis
Type of platform for competitive research that is used the same manner as audience research through comments, hashtags, mentions, reviews, but focused on keeping an eye on what your audience says about the competition.
Social Media
3 tools that help you track social media conversations are
brandwatch, twitter, feedly
Type of platform for competitive research that puts yourself in the consumer’s shoes and enables you to understand how the buyer’s journey is designed and how your competition goes on converting their audience at each stage.
Competitor Assets
Type of platform for competitive research that provides powerful insight into how people find a product and what they are looking for.
Search
Search tools used to know how you competition ranks for keywords
SEMRush and Spyfu
Type of platform for competitive research used to monitor other forms of content your competition is distributing other than social media.
Content Analysis
Monitoring changes and advancements that are taking place in and around an industry category in order to stay ahead of the competition.
Industry Trend Research
key to a competitive strategy is
understanding the sources of the competitive forces.
Porter’s 5 forces are
- Industry Rivalry
- Threat of Substitutes
- Bargaining Power of Buyer’s
- Bargaining Power of Supplier’s
- Barriers to Entry
One of Porter’s 5 forces that exemplifies the degree of competition among existing firms.
Industry Rivalry
One of Porter’s 5 forces that exemplifies what the availability of substitute products are which correlates with your ability to raise prices.
Threat of Substitutes
One of Porter’s 5 forces that exemplifies how powerful buyers have a significant impact on prices.
Bargaining Power of Buyers
One of Porter’s 5 forces that exemplifies how powerful suppliers can demand premium prices and limit your profit.
Bargaining Power of Suppliers
One of Porter’s 5 forces and acts as a deterrent to new competitors
Barriers of Entry
3 Benefits to Digital Research
- Keeping up with the audience’s communication style and medium
- Identifying market opportunities
- Planning the next marketing effort
4 Tools to Track Digital Research
- Social Media
- Market Research
- Search Analytics
- Academic
Designed to establish the size, composition, and characteristics of a group of individuals who are, or could be, potential customers
Audience Research
The process of monitoring digital media channels, terms, products, and concepts, associated with your brand to devise a strategy that will better influence consumers
Audience Listening
Involves investigating ways in which culture creates and transforms individual experiences, everyday life, social relations, and power
Cultural Research
Provides insight into what the competition is doing in terms of marketing, what their message and positioning is, how well they are received, what part of the market they are targeting, and the success they are achieving online.
Competitive Research
Involves monitoring changes and advancements that are taking place in and around an industry category in order to stay ahead of the competition
Industry Trend Research
