Digital research is a tool that helps to gather important information for targeting marketing strategies. Data obtained can be used in a variety of ways and inform numbers that can determine tactics to improve both customer traffic and sales.
Information about consumers' needs and preferences helps to understand the market for that product or service. The buying habit can provide companies with key information for decision making. Thus, it is possible to outline the best strategies to reach the target audience.
When developing a digital survey, the focus can be on objectives such as the market for inserting a product or service, consumer behavior or preference, identification of new target audience groups and new potential for campaigns.
In the past, these surveys were carried out through other means such as correspondence, telephone or even face-to-face approaches. Nowadays, they can be carried out online, which facilitates the whole process as well as drastically reducing the costs of such surveys.
These surveys can understand what consumers are thinking and wanting and thus tailor their marketing strategies based on this information. The speed and agility of the data mean that data can even be analyzed in real time, that is, at the moment they happen, such as traffic on a website when a promotion is launched.
Artificial intelligence is another asset of the digital world as it can quickly analyze a large amount of data obtained. You save a lot of time and gain valuable information that can drive marketing campaigns. Data from digital surveys and their analysis may well guide future action plans.
There are several data that can be obtained through digital research. It is possible to survey the public's familiarity with the brand or the impact of communication campaigns on the consumer's memory. It can also be aimed at the intention to purchase or contract products and services offered.
Another objective can be the definition of the business profile, that is, how people understand the persona of a particular company. By understanding how the consumer sees the company, it becomes easier to design marketing strategies that take into account the target audience in question, or the company can aim to rebuild its persona so that the audience changes its impression of it.
Understanding how the public sees the company is essential for launching products or services. The consumer needs to be in tune with what the company wants to convey so that its campaigns have a positive effect. Digital surveys help determine those aspects of audience-company relationships that impact sales.
All these aspects can influence the communication and media strategy. By analyzing all the data obtained from digital surveys, it is possible to understand the best channels to reach the brand's potential consumers. The message that is sent also considers all the information from the surveys.
An satisfaction survey of the customer is one of the strategies that companies use to understand how to improve in different areas. Customer perception is of great value in designing strategies that can increase sales. Small adjustments can already be of great value considering the consumer experience.
This survey helps the company to understand what customers think and how the products or services sold are coming. It is then possible to outline ways to strategically improve what is sold, in addition to optimizing the consumer experience.
Customer retention is one of the key factors of any business. A frequent digital survey can determine potential customer retention issues. If you quickly identify which issue drives the customer away for a next purchase, changes can be made to keep them.
Many customers will not make spontaneous complaints even if they are dissatisfied with some aspect of the purchase unless asked directly. Thus, a lot of information ends up not arriving without effort. Giving them an opportunity to comment on their dissatisfaction is of great value.
The consumer journey is a key factor that ensures a positive experience from start to finish. The consumer does not even contact the brand at the time of purchase, but before. There is a large process to be analyzed and followed up to ensure a positive experience from the pre-purchase phase to the post-purchase.
All stages must be mapped and studied, from consumer interest in a product or service to closing the sale. One can observe, for example, the abandonment of a purchase and trace ways to find out why a customer has placed a product in the basket and not bought it.
A strategy based on this information can be to send a reminder to the customer that the product is waiting. Another strategy would be to offer a discount for them to buy since the person may be comparing prices with competitors. A very aggressive insistence, on the other hand, can scare away the client who doesn't like to be approached without being asked. Strategies need to adjust to what best suits the brand's consumers.
It is even possible to create customized strategies. There may be customers who prefer to receive reminders and others who do not. Artificial intelligence can act to remember the preferences of each of the customers and make choices based on each one's personality.
Communication preferences are also another aspect that brings the customer closer to the company. Omnichannel is on the rise, offering multiple communication channels to improve service agility and problem solving in a flexible and transparent way.
Digital surveys make it possible to determine the customer's relationship with the company and offer means to achieve satisfaction in several aspects. Customer feedback is essential to design the best marketing strategies and that decision making is based on real data and not on assumptions.