Market research: passé or necessary?
Posted: Mon Dec 23, 2024 5:40 am
Rob Luif's book contributes to the large amount of professional literature on customer journey management. For the customer journey specialist, 'Customer Journey Optimization'
may contain little news, but for the broader group of marketers and commercial managers it is interesting reading material. The overview given of the various qualitative and quantitative research forms that can help the marketer optimize the customer journey is insightful. What is striking is that the emphasis in this section on 'management information' is very much on traditional market research to gather new data and insights.
My expectation is, as said, that as our lives become even more digital, marketers will be able to extract their most important insights (including about the customer journey) from existing data and that additional market research will be less necessary. At the moment, however, the search for customer insight still involves multiple stations, from big data analysis to traditional market research. Luif has made a meaningful contribution to this search with 'Customer Journey Optimization'.
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Digital transformation is rapidly spreading. What does that mean for marketers? Using the example of the 'Who is the mole?' app, I will show you what to look out for if you want to prevent IT from becoming a bottleneck for your campaigns.
As a marketer, you probably don't think about it that much, but the IT equipment that makes online campaigns, websites and apps possible is not bulletproof . Overloaded websites or apps undermine even the best thought-out marketing campaign. The result: no conversion, a dent in your brand's reputation and a waste of money, time and energy. Exactly the opposite of what you wanted to achieve.
How often this kind of thing happens can be easily illustrated with a few examples. For example, every spring the tax authorities’ servers are hacked because everyone files their tax hong kong mobile number search return at the same time. A savings campaign site from Albert Heijn for free outings was difficult or impossible to reach for hours at the beginning of this year because customers all wanted to redeem their stamps at the same time – when the campaign was almost over.
Ticketmaster, Active Tickets and other ticket sites have been plagued by system overload in the past when tickets for a big festival or a big band went on sale. Buying tickets is sometimes more a matter of luck than being on time. You wouldn't be the first to miss out on a ticket because the website is down.
You wouldn't be the first to see a ticket pass you by because the website is down.
In all these cases, at least one thing has been successful. The target group has been reached en masse and has taken action. But if the website or app is then overloaded, these efforts have only led to end users taking away the message that the technology of your organization is not in order. You would think, as an organization you know when you can expect high loads on the website, app or both, right.
may contain little news, but for the broader group of marketers and commercial managers it is interesting reading material. The overview given of the various qualitative and quantitative research forms that can help the marketer optimize the customer journey is insightful. What is striking is that the emphasis in this section on 'management information' is very much on traditional market research to gather new data and insights.
My expectation is, as said, that as our lives become even more digital, marketers will be able to extract their most important insights (including about the customer journey) from existing data and that additional market research will be less necessary. At the moment, however, the search for customer insight still involves multiple stations, from big data analysis to traditional market research. Luif has made a meaningful contribution to this search with 'Customer Journey Optimization'.
View offer
Digital transformation is rapidly spreading. What does that mean for marketers? Using the example of the 'Who is the mole?' app, I will show you what to look out for if you want to prevent IT from becoming a bottleneck for your campaigns.
As a marketer, you probably don't think about it that much, but the IT equipment that makes online campaigns, websites and apps possible is not bulletproof . Overloaded websites or apps undermine even the best thought-out marketing campaign. The result: no conversion, a dent in your brand's reputation and a waste of money, time and energy. Exactly the opposite of what you wanted to achieve.
How often this kind of thing happens can be easily illustrated with a few examples. For example, every spring the tax authorities’ servers are hacked because everyone files their tax hong kong mobile number search return at the same time. A savings campaign site from Albert Heijn for free outings was difficult or impossible to reach for hours at the beginning of this year because customers all wanted to redeem their stamps at the same time – when the campaign was almost over.
Ticketmaster, Active Tickets and other ticket sites have been plagued by system overload in the past when tickets for a big festival or a big band went on sale. Buying tickets is sometimes more a matter of luck than being on time. You wouldn't be the first to miss out on a ticket because the website is down.
You wouldn't be the first to see a ticket pass you by because the website is down.
In all these cases, at least one thing has been successful. The target group has been reached en masse and has taken action. But if the website or app is then overloaded, these efforts have only led to end users taking away the message that the technology of your organization is not in order. You would think, as an organization you know when you can expect high loads on the website, app or both, right.