Tag: marketing research

“If a tweet enters the Twittersphere and nobody’s there, does it make a sound?”

Recently released research from Pew should send a wake-up call to all marketers who have been–or may find themselves becoming–overly enamored of the “power” of social media.

Don’t get me wrong. I think social media has its place among any marketer’s arsenal of *potential* communication tools. But, I also think that too many marketers are far too eager to jump on the social media bandwagon without appropriate consideration to whether or not a significant percentage of their audience is out there. “If a tweet enters the Twittersphere and nobody’s there, does it make a sound?” Sadly, no. Continue reading ““If a tweet enters the Twittersphere and nobody’s there, does it make a sound?””

Simple Tips for Measuring the Effectiveness of Your Advertising Efforts

Advertising campaigns are often expensive investments, particularly for small businesses with little name recognition and limited financial resources. Therefore, it is no surprise that businesses are very interested in measuring the effectiveness of their advertising efforts. Unfortunately, the task of measuring advertising effectiveness is not an easy one.

Continue reading “Simple Tips for Measuring the Effectiveness of Your Advertising Efforts”

Common Marketing Research Mistakes

I was interviewed recently by a major business publication about common marketing research mistakes that businesses make. As someone who has been involved in marketing research – conducting research, contracting with vendors to conduct research, writing about and teaching market research courses – I was able to share a number of examples of things I’ve seen (and sometimes that I’ve done myself!). Continue reading “Common Marketing Research Mistakes”

Be Careful How You Read Those Numbers!

I was recently catching up on some reading and came across an article in Fast Company that made the assertion that: “major consumer brands still have a lot to learn as social tools continue to proliferate.” The author shared some data comparing Starbucks and Dunkin’ Donuts in terms of the percentage of people who hear positive things about the brands and percentage of people who would never recommend the brands. Here’s how it shakes out: Continue reading “Be Careful How You Read Those Numbers!”