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How do you research your market for marketing communication?

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Marketing communication is the process of delivering your message to your target audience through various channels and platforms. It can help you build awareness, generate leads, increase conversions, and foster loyalty. But before you can craft effective marketing communication strategies, you need to research your market thoroughly. Here are some steps to help you do that.

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Clarify your objectives:

Start by defining what you aim to achieve with your marketing communication. This ensures your research is focused and aligned with your goals, whether you're launching a new product or improving customer loyalty.### *Segment for precision:Divide your audience into smaller groups based on shared characteristics. Tailoring your messages to these segments enhances relevance and impact, making your communication more effective and engaging.

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1 Identify your goals

The first step is to define what you want to achieve with your marketing communication. Do you want to introduce a new product or service, launch a campaign, educate your customers, or improve your reputation? Your goals will guide your research questions, methods, and metrics. For example, if your goal is to increase conversions, you might want to research how your prospects make buying decisions, what pain points they have, and what benefits they seek.

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DA (Kevin)

CEO, VirtuSol | Spearheading Business Transformation via Insights-Driven Lead Generation and brand Amplification
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Laser Focus: Defining your goals brings clarity and focus to your marketing efforts. It helps you stay on track and ensures that every action you take is purposeful and aligned with your objectives. With clear goals in sight, you can avoid distractions and make the most of your resources. In a nutshell, identifying your goals is the foundation of marketing success. It brings focus, enables measurement, drives tailored strategies, and fosters adaptability. So, investing time in defining your goals and charting a path toward remarkable results is vital for every marketing endeavor.

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2 Segment your audience

The next step is to divide your market into smaller groups based on common characteristics, needs, preferences, or behaviors. This will help you tailor your marketing communication to each segment and increase its relevance and impact. You can use various criteria to segment your audience, such as demographics, psychographics, geographics, or behavioral. For example, you might segment your audience by age, income, lifestyle, location, or purchase frequency.

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3 Choose your methods

The third step is to select the best methods to collect and analyze data about your market segments. You can use primary or secondary research, or a combination of both. Primary research involves gathering data directly from your audience, such as through surveys, interviews, focus groups, or observations. Secondary research involves using data from existing sources, such as reports, articles, statistics, or studies. For example, you might use primary research to test your marketing communication concepts, and secondary research to benchmark your competitors.

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4 Conduct your research

The fourth step is to execute your research plan and gather as much information as possible about your market segments. You should follow ethical and professional standards, such as obtaining consent, protecting privacy, and ensuring accuracy. You should also use reliable and valid tools, such as reputable platforms, software, or instruments. For example, you might use an online survey tool to collect feedback from your customers, or a web analytics tool to track their behavior on your website.

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5 Analyze your results

The fifth step is to interpret and synthesize the data you collected and identify patterns, trends, insights, and opportunities. You should use appropriate techniques, such as statistical analysis, content analysis, or thematic analysis. You should also use visual aids, such as charts, graphs, or tables, to present and communicate your findings. For example, you might use a SWOT analysis to evaluate your strengths, weaknesses, opportunities, and threats in your market.

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Sarah Cielinski

Market Insights & Strategy Manager at Ironpaper
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When analyzing and interpreting findings, always keep your research question and objective top of mind. This helps ensure that you focus on data that is most relevant. In presenting results, highlight findings that convey the “why” behind your marketing recommendations. It’s also important to remember that markets are dynamic and continuous research is critical to a well-informed marketing strategy.

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6 Apply your findings

The final step is to use your research results to inform and improve your marketing communication strategies. You should align your message, tone, style, and format with the needs, preferences, and expectations of your market segments. You should also choose the most suitable channels and platforms to reach and engage your audience. For example, you might use social media to share stories and testimonials, or email to send personalized offers and recommendations.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Luis Antón Tobalina

Senior Marketing Communications Manager en Capgemini
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Market research and strategic marketing planning are crucial for success. Understand the audience deeply through comprehensive research. Analyze competitors to find gaps. Craft a clear marketing plan with measurable objectives, tailored messaging, and strategic resource allocation. Continuously monitor and optimize performance for impactful campaigns. Prioritize research and planning for success.

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How do you research your market for marketing communication?

1

2

3

4

5

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1 Identify your goals

2 Segment your audience

3 Choose your methods

4 Conduct your research

5 Analyze your results

6 Apply your findings

7 Here’s what else to consider

Marketing

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How do you research your market for marketing communication?

1

2

3

4

5

6

7

1 Identify your goals

2 Segment your audience

3 Choose your methods

4 Conduct your research

5 Analyze your results

6 Apply your findings

7 Here’s what else to consider

Marketing

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