Kantar's Profiles Blog

Thoughts from a Marketer in Market Research

Posted by Becki Southern on Jan 17, 2017

The role of marketers in today’s global, complex organizations is changing. Adapting to technology platforms, expanding client needs and diversified user preferences can pull marketers to alter, modify and adjust directions with regular occurrence. From relationship marketing to automation, marketers need to look beyond the usual brand channels to reach their audiences effectively.

Today, 22% of the world’s total population uses Facebook and LinkedIn boasts more than 450 million user profiles, but moreover, almost 80% of time spent on social media platforms happens on mobile. Marketers need to be able and willing to track the changing behaviours and demographics to optimise opportunities with their audiences. As we start a new year, I, as a marketer working in market research, took a look at some of the marketing trends that will likely influence the requirements of our industry over the next 12 months.

  1. Automation will undeniably present opportunity to keep consumer data and understanding top of mind, but with systems replacing human decision making for marketers, marketing research will need to ensure its relevance and position within the planning process.
  2. Focus on creating stronger partnerships with clients will allow researchers to better understand this shift and act accordingly. This will mean acting differently, developing new ways of working and new solutions that fill the gaps for the 2017 marketer.
  3. Marketers need to have the right technology to add to the consumer data brands already own. Harnessing this to complement strategy and build a deeper understanding is imperative to keep focus on agencies and suppliers outside the realm of their own data. As younger markets in APAC grow, they start at a point where technology is available. This is our chance to go in with offers from the get go, rather than trying to effect change in longer standing markets who are set in a certain process and doing things gradually. Getting this right is imperative for the region to go from strength to strength.
  4. Gen Y and Gen X have become the holy grail for researchers and marketers alike. Opening our minds to the ways in which these younger groups communicate, behave and think is where brands need market research to be for future generations voices to be heard and understood. This will not only shape marketing campaigns, but company conduct too.
  5. Agencies and providers will continue to buy out technology start-ups, this we know.  But what 2017 is starting to see is that the start-ups will collaborate with each other in a more joint up way. Note last week’s announcement by VoxPopMe (video response provider) and Affectiva (facial coding platform) of their joint offer.

In summary, a mix of human understanding with technological development and increasing needs for consumer data will shape the year ahead.



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Topics: Data Driven Marketing, Market Research Trends, Digital Data Collection, Marketing Research

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