Early on in my career, We worked as a brand manager for Calvin Klein Cosmetics, which was owned or operated by Unilever. I was in charge of launching new products and growing market talk about for Eternity fragrance and body products.
Eternity was one of the best twelve fragrances for women and was sold exclusively through department store retailers such as Nordstrom, Macy’s, Saks and Barney’s. The section store channel was somewhat unsophisticated in conditions of its ability to secure deep, or current, consumer market trend information. Timely marketing research just do not exist. In order to get my hands on research, I often found myself reviewing previous season’s focus group information or the BDI/CDI Reviews (Brand/ Category Development Index). We would use the market information received on the BDI/CDI reports to determine my print and TELEVISION SET advertising spend but this really did not show me much about the consumer. automation
I loved the challenge of utilizing limited data to develop ideas and trends to support Calvin Klein’s marketing ideas. Yet , as fulfilling as this work was, My spouse and i look back now and often wonder how much more effective my team could have been if we a new Facebook or myspace or social media webpage. Even today I i am not seeing much proof that specialty retailers and marketers are leveraging Social networking Research the way they could be.
So My spouse and i was thinking, should community media market research be the new black? Very well if I put this in the context of my Calvin Klein times, research now shows that 19% of beauty purchasers who purchased anything primarily based on blog posts say they stumbled after the content via web search. I would say public media research is inevitable. According to an article written in Forbes Journal, Social websites is moving the consumer from sharing to purchasing at rapid speed. Eye-sight Critical conducted a survey of 6, 000 public media users and found the following:
? About forty percent of social media users have purchased an item after sharing or “favoriting” it on social press sites such as Facebook . com, Twitter, or Pinterest.
? Facebook or myspace is the network most likely to drive customers to get.
? Social media hard disks not only online purchasing, but in-store purchasing as well – including about equal rates.
Listed below are 5 ways to leverage sociable media for customer research
? Facebook: Facebook offers a behind the scenes look at the way consumers conduct their personal lives. With this tool, companies can now see which products their consumers are buying. Businesses can also view what offers their consumers are taking good thing about and create offers that will appeal for their consumers directly. According to the social media giant, over 1 billion people use Facebook to connect. Facebook or myspace has also conducted research that shows only 38% of online advertising gets to its intended audience. Through the use of Facebook, you can increase this percentage to over 89%.
? Twitter: By learning how people “Tweet”, companies can learn very specific reasons for the way their customers and prospective customers speak, when they communicate and what they are excited about. By monitoring “hashtag” comments, businesses can speedily learn the latest fashion that are taking put in place their market. Businesses market through Facebook by word of mouth marketing. By using marketing tools provided by Twitter, companies are in a position to “Drive business growth and sales 140 characters at the same time. ”
Facebook and Twits can both be helpful if you want to look at behaviors and the frame of mind of the consumer market that you are considering tapping into. It truly is a fairly easy way to see if your product or service might be a fit for a target without engaging in long, drawn-out research.
? LinkedIn: LinkedIn is attractive more for your professional consumers. The site is intended for folks to network amidst their various fields and many special interest groups are engaging in LinkedIn. By using tools provided by the site, companies are capable of share content with their professional customers and can really showcase the industry’s brand. Businesses can also spread their reach by working with LinkedIn to help drive traffic to you’re able to send website.
? Blogs and Webpages: Blogs and web pages both work to present your business to your consumers. They allow you a medium to fully individualize the information that your consumers view about your company and products. Generally there are also many tools that businesses may use to track which sites and websites that their people are visiting. By using this data, you can custom tune your website and blog to the needs and desires of your consumers.