What Marketing Researchers Can Learn From Digital Marketing: 5 Common Mistakes

By: Eric Lindner,
Client Operations Team Lead, Americas, Lightspeed GMI

Originally published on
LightSpeed
GMI Blog
I recently attended a webinar where Linda West, Director of
Digital Marketing at Act-On Software, discussed five common digital
marketing mistakes. After hearing what Linda had to say about the five common
mistakes, it got me thinking about what we, as Marketing Researchers, can learn
from digital marketing. While digital marketing strategies are laser focused on
creating value for the consumer, we should have that same focus on our
panelists. Panelists are a core part of what we do in the Marketing Research
industry, and our panelists are people. These people’s voices and opinions
are front and center in how we interact with them.  
So, how are those five common mistakes relevant to Marketing
Research?
1.      
Uncovering
missed opportunities for testing and optimization
. Avoid making
assumptions about how people will respond. Don’t delay, test out your
innovative questionnaire design, gamification, quizzes, etc. at your next
opportunity.
2.      
Curse of
unrealistic expectations in testing and optimization
. Allow time for
your test to mature and be realistic about how soon to expect results. It will
only waste time by ending without conclusive results. See it through to the
end!
3.      
Chasing
shiny objects
focusing on the new
and hot vs. the best for your research
. Doesn’t mean that you should
abandon everything, but may be a good idea to explore. Keep doing what works
for your research, even if it is not what’s trending. A part of your budget
should be reserved for experiments (10%), and accept that a percentage of them
to fail. As with anything, introduce change in small doses. You want to find
the right balance of old standbys and new hot techniques.
4.      
Thinking
mobile is just for B2C.
 It is increasingly important to know your
audience. Every interaction you have with people should be optimized for the
device that they are the most comfortable using. Test, test, test! People
should be able to easily interact with things like surveys from a mobile
device.
5.      
Neglecting
content quality
. By offering something unique, getting personal with
your interactions, and taking a data-driven approach will help you stand out.
Good research begins with a good understanding of the people you’d like to hear
from.