One thing is for certain, your marketing in 2021 and into 2022 will look nothing like it was in 2019.
And what’s equally for certain is that everything in your clients’ world has changed beyond recognition too.
If you are not carrying out methodical and focused research, how will you know what your clients will want this year and next, and how those needs have changed?
Here are just a handful of the seismic changes in the business world, in both business to business and business to consumer that you now need to consider in your marketing planning:
- Fast track to globalisation of information
- Increases in raw material prices
- Huge surge in mobile information searching
- Supply chain review and stabilisation programmes
- Risk management reviews
- Digitisation of business and operations
- Escalation of ecommerce
- Expectation of frictionless ordering
- Spread of agile processes
- High levels of business start-ups and failures
- Nimbler, more malleable ways of working
- Increased speed and productivity
- New winners and losers
- New players in the marketplace
Your research should always start with your existing clients – it demonstrates that you care about them for a start, the act of carrying out research shows that you are interested in them and their opinions.
Asking your clients a series of well-crafted questions will help you understand if your pricing is right, if your products are on a par or better than your competitors, they will help you gain an understanding of potential product enhancements and advancements before your competitors, and they will tell you what you are good at and where you need to improve. Now that is valuable knowledge in itself, but fed into a focused marketing strategy its absolute dynamite for lead generation, client retention and upselling!
Great research will enable you to discover who you really compete against in the marketplace (you will be surprised, I promise), uncover your differentiators, find your competitive advantage, see emerging opportunities in the marketplace and allow you to adjust your marketing messages to reflect what customers really want to hear. Genius!
Research really does have all your marketing answers!
If you need help with market research and marketing planning simply get in touch
#researchfirst #marketresearch #marketingplanning