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What are the best practices for evaluating online research for your organization's marketing campaigns?

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Online research is a valuable tool for any organization that wants to understand its customers, competitors, and market trends. However, not all online sources are reliable, accurate, or ethical. How can you evaluate the quality and credibility of the information you find online for your marketing campaigns? Here are some best practices to follow.

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Prabhav Hiremath, MBA

Cybersecurity Practitioner | Security+ | CC | ISC2 Toronto Chapter Member | ISO27001:2022 Lead Auditor | Former Policy…

1 Define your research goals and questions

Before you start searching online, you need to have a clear idea of what you want to learn and why. What are the objectives of your marketing campaign? Who is your target audience? What are the gaps in your knowledge or assumptions? What are the key questions you need to answer? Having a well-defined research goal and question will help you narrow down your search and focus on the most relevant and useful sources.

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2 Use multiple and diverse sources

One of the risks of online research is confirmation bias, which means that you tend to favor information that confirms your existing beliefs or opinions. To avoid this, you need to use multiple and diverse sources that offer different perspectives, data, and evidence. Compare and contrast the information you find from different sources and look for consistency, contradictions, and gaps. You can also use different types of sources, such as academic journals, industry reports, news articles, blogs, podcasts, and social media, to get a more comprehensive and balanced view of your topic.

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3 Assess the source's authority and credibility

Not all online sources are created equal. Some are more trustworthy and reliable than others. To assess the authority and credibility of a source, you need to consider its origin, purpose, audience, and quality. Who is the author or publisher of the source? What are their credentials, qualifications, and affiliations? What is the purpose of the source? Is it to inform, persuade, entertain, or sell something? Who is the intended audience of the source? Is it for experts, general public, or a specific group? What is the quality of the source? Is it well-written, well-researched, well-referenced, and well-edited? Does it provide facts, opinions, or both?

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Ime Bassey Isua-Ikoh

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An important factor to consider in choosing a credible source is by ensuring the sources are peer reviewed articles. Secondly, ensure that the article is up-to-date and the conclusions align with expected outcome of the research. For instance, if you are researching on the 'current state of supply chain post covid-19', you need to check if: 1. The information provided by the research articles are up-to-date, as people and processes continuously evolve post covid. 2. The article addresses the issues raised by the research questions. 3. The article is peer reviewed thereby providing credibility. 4. The articles provide a balanced view of the current situation, which will adequately help you make appropriate recommendations.

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4 Check the currency and relevance of the information

Online information can quickly become outdated or irrelevant as new developments, trends, and events occur. To ensure that your online research is up to date and relevant to your marketing campaign, you need to check the currency and relevance of the information. When was the information published or updated? Is it still current and accurate? How does it relate to your research goal and question? Does it answer your question or provide new insights? Does it address the needs and interests of your target audience?

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5 Evaluate the ethical implications of using the information

Online research is not only about finding and using information, but also about respecting the rights and responsibilities of the information creators and users. To evaluate the ethical implications of using the information, you need to consider the following questions. Do you have permission to use the information? Is the information copyrighted, licensed, or in the public domain? How will you cite and acknowledge the source of the information? How will you protect the privacy and confidentiality of the information and its subjects? How will you avoid plagiarism, misrepresentation, or manipulation of the information?

By following these best practices, you can conduct online research that is reliable, accurate, ethical, and useful for your organization's marketing campaigns. Online research can help you solve problems, make decisions, and create value for your customers and stakeholders.

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Prabhav Hiremath, MBA

Cybersecurity Practitioner | Security+ | CC | ISC2 Toronto Chapter Member | ISO27001:2022 Lead Auditor | Former Policy Developer & Compliance Trainer at Meta and The Walt Disney Company
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Continuous Monitoring: - Marketing campaigns do not stop after they have been launched/activated. - It's equally important to keep a tab on the performance through various tools and platforms to gauge how well they are performing. - Implementing changes to the campaigns are also crucial since things can change quite dramatically and fast. Keeping abreast of these changes is a key.

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6 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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Prabhav Hiremath, MBA

Cybersecurity Practitioner | Security+ | CC | ISC2 Toronto Chapter Member | ISO27001:2022 Lead Auditor | Former Policy Developer & Compliance Trainer at Meta and The Walt Disney Company
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Brand Consistency and Relevancy: - It's important to conduct research in areas that are aligned with the company's brand guidelines and the research is relevant to the current topic. - Marketing campaigns need to be in sync with the brand ethos. It needs to speak about the company. Researched content has to be in sync with these brand guidelines.

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What are the best practices for evaluating online research for your organization's marketing campaigns?

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1 Define your research goals and questions

2 Use multiple and diverse sources

3 Assess the source's authority and credibility

4 Check the currency and relevance of the information

5 Evaluate the ethical implications of using the information

6 Here’s what else to consider

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What are the best practices for evaluating online research for your organization's marketing campaigns?

1

2

3

4

5

6

1 Define your research goals and questions

2 Use multiple and diverse sources

3 Assess the source's authority and credibility

4 Check the currency and relevance of the information

5 Evaluate the ethical implications of using the information

6 Here’s what else to consider

Problem Solving

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