Google’s Consumer Barometer helping businesses know their audiences

We know the first thing most people do when they are looking for information is to ‘google it’ right? Google also knows this and is turning the mountains of data they collect into useful information for businesses that provides real consumer insights that can support planning and decision making in the ever changing digital world

The Consumer Barometer is a free tool to help you understand how people use the Internet across the world. It provides insights into audiences across the world which comes in very handy when looking for data on a particular country. Just select your country of choice from the drop down menu than scroll through the various sections:

  • The online & multiscreen world
  • The smart shopper
  • The local shopper
  • The international shopper
  • The smart viewer

People are more connected than ever, with increased access across many devices, especially smartphones. Consumer Barometer helps marketers and planners understand when, how and why people use the Internet.

What I also love about it is you can create and build data based on their research using the Graph Builder tool. Select the question and the country and it will create the relevant graph. It’s a little bit obsessive!

Data in the Consumer Barometer is pulled from two sources – the core Consumer Barometer questionnaire, which is focused on the adult online population, and Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results.

Check it out for yourself: https://www.consumerbarometer.com/en/ and share this post with your clients and partners.

topic-smart-shopper

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Alignment above all else!

GUEST POST by Isabel Taylor – Marketing graduate & woman on the move!

In a true sense, marketing is collaboration with stakeholders on a higher level to achieve mutual goals. Without marketing, how would people know about your product? If you were starting a business, would you want your company’s values and beliefs reiterated throughout its actions? Alignment is a tricky but critical factor in any successful marketing campaigns.

Alignment in short means creating structured messages for appropriate audiences to achieve desired results. For example, marketing a new Xbox model to an elderly age group is not appropriate compared to marketing it to a younger demographic, say through Saturday Disney television. As the most ideal consumer the children would therefore be exposed to the product and in turn ask their parents for this new product. We all know how hard it is to say the word ‘no’ to a child. This idea of alignment can be dispelled over many topics, however the point is- know your audience and know how to reach them!

Thinking about your businesses strategy is also a great opportunity to check if your goals, objectives, strategies and tactics are aligned. Business overall goals should line up with your objectives. If your goal is to broaden brand awareness then an objective sets numerical targets, such as building brand awareness on social media by 20% in the next quarter. This also breaks down your strategy about how would you gain exposure and engage with people about your brand on social media. Implementing tactics is where your overall strategy is broken down, perhaps including Facebook advertising, a Twitter Q&A or even creating an Instagram competition.

Alignment is a structured way of thinking to achieve long term goals, its planning and its preparation. Don’t waste time on sending messages to stakeholders who will have little interest in your product, structuring messages towards an appropriate audience is vital to success.

This is a Guest Blog by Isabel Taylor.alignment image

What not to do when implementing digital strategies

mistakeThe new digital world has created unlimited new opportunities for businesses to market to its customers. The amount of choice can however overwhelm many people causing a lack of action as they simply don’t know where to start.  Whilst creating a workable strategy is the first step, the most important step is in the implementation which usually proves the most challenging. Below are some of the basic mistakes to avoid that will save you valuable time and resources.

Thinking Every Social Media Platform is right for you

Due to the proliferation of social networks, you may be excused to think that optimizing your prospecting campaigns means publishing on all of them. While initially this may seem a good idea, the first step is to find out what social channels your target customers are using as they will most relevant to you. You cannot effectively managed 4-5 social media platforms if you are an SME and even most larger companies (with more resources) don’t do this effectively either. Choose the most relevant 2 and do them well.

Not Setting Priorities and Deadlines

Irrespective of the many marketing tasks you have, not setting priorities and deadlines is a sure path to failure. It’s a great start to create a strategy but without any timelines in place it is likely you will keep putting off key deliverables to next week. Always next week when I have time. Unfortunately that time never seems to come so set priorities, break them into weekly tasks then diarize these to keep you on track. The key to any tactic being successful is in taking action to implement it. That is where the true value lies.

Copying what everyone else is doing and not making your own rules

Just like two people cannot have the same fingerprints, copying another business is not necessary going to reap you rewards. Being a ‘me too’ player will not make successful since you are not offering anything unique. Copying other people’s strategies will put your business in an unfamiliar territory because the strategies adopted may not actually suit your business goals or target market. They will also lackauthenticity.

Not Leveraging Between Digital and Traditional Marketing Channels

Despite the rise in popularity of digital marketing, a significant portion of your prospects could still be using the traditional marketing channels. By not leveraging across both platforms, you are not getting the best return on your content messages and you are missing out on vital touch points. Think cross channel or tradigital for best results.

Forgetting To Write a Workable Strategy and Action Plan

A common mantra goes “if you do not know where you are headed, any route can take you there.” In the digital world, a strategy is the road map that gives you the direction for your business.  It will help you make the right decisions, create the right messaging at the right time and show you how and when to do it. Action is key! Creating a strategy without an ongoing action plan is a waste of time and resources.

Understanding the basics is vital in knowing what action to take moving forward.  Mistakes can be costly and result in missed opportunities so if unsure, engage an expert and get advice.  The very nature of digital means you can start small, tweak and measure very effectively. What are you waiting for? Take action and start to implement those tactics. You wont get results while they are sitting in a document.