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Category Archives: Marketing

Why Copy Testing Helps You Move into the Digital

Your advertising is digital. If it isn’t, your company is missing out on the most important and most-used form of advertising today. The day of the billboard is gone, replaced now with tweets, Instagram posts, and banner ads, with five-second videos playing before a YouTube ad and native content on people’s favorite sites. Classically, copy testing is a way to test out an ad before it runs. A low-cost presentation to a focus group that can help you determine what works and what doesn’t about your ad, its copy, and its presentation. But today, copy testing is about more than just people’s reactions; it’s about communicating to people in the ways that they understand. Here are a few ways in which copy testing ( http://KeltonGlobal.com/Copy-Testing ) in the digital age can help you grab attention and keep it all the way through the conversion.

1. Grab Their Attention

Copy testing today gauges people’s reactions to ads for more than just content; they do so for the ability to grab people’s attention. There are many ways to run a copy testing session, and some can actually build your ad into a number of other ads, gauging how people react to yours specifically compared to other, similar ads. In doing so, you can learn why your ad catches people’s attention, or leaves them scrolling elsewhere for content.

2. Keep Them Hooked

Have you heard of the F-read? Essentially, it is a visualization of how people read. You did it here on this blog, probably reading the first paragraph, scanning the second, and are now reading the content that is relevant to what you want, delineated by numbered headers. The F-read is, simply put, refers to how people consume information, and the proper copy testing can help you understand where you are losing people. In a world of saturated content, you cannot simply take for granted that people are going to read or listen to what you have to say. That is where copy testing comes in. It can actually give you hard data on when people stop paying attention to your ad and can give you insights into how you can better hold people’s attention.

3. Reel them in for the Conversion

Finally, copy testing can help you bring those people into a full conversion, breaking down your calls to action and ads to ensure they do what you need them to do. With numerous avenues for gaining conversions, copy testing can help you determine how to get people to use your products and services, not simply consider them in amongst others. And that is the key to any advertising campaign.

Modern copy testing doesn’t just give you insights into quality; it provides hard data for insights into your ad’s overall effectiveness in catching someone’s attention, providing them with the information they need, and then turning them into a successful conversion. With the right insights from a professional market research ( http://KeltonGlobal.com ) company, your next round of copy testing could help you craft better, more effective ads so you can propel your business into an even more successful future.

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Posted by on July 19, 2017 in Marketing

 

Brand Tracking in the Early Days

There are so many things to consider when starting a brand new company. Whether you’re providing products, services, or both, you need to establish yourself, get your finances in order, and hit the market. Further, you may need to secure locations, hire staff, and purchase tools and equipment. And of course, for most startup companies, their biggest focus is on defining and establishing their offerings. All of this is important, of course, but sometimes, lost in all of it is the importance of brand and brand tracking ( www.keltonglobal.com/Brand-Tracking ). Your brand is who you are as a company. It’s more than just your products or services; it’s your voice, your tone, the way you communicate with your audience; it’s the big ideas, the way you make people feel, your vibe, your priorities: your brand encompasses everything you are and the way you present yourself to the public.

Brand tracking is a way of looking at and measuring how your audience is interacting with your brand. It looks at things like your communications—things like ads and social media—and how people respond to it. Brand tracking looks at the words people use to describe your products or experiences with you. It looks at the emotional connection your audience has with you.

Many startups don’t invest in brand tracking right away because they feel that it isn’t a priority yet and that they should be established before diving into it. But here are a few reasons to consider investing in brand tracking as a startup.

Your Brand is Your Biggest Product

Many startups want to focus on developing and selling their product first and foremost, but the truth is that your brand is your biggest product. There is a reason why people favor well-known brands over no-name ones, even when the products are virtually identical. It’s because those big names have established a strong brand that connects with their audience. Marketing your brand rather than individual products makes it easy to grow and change your product selection in the future without losing your audience. They’ll still know who you are and you’ll still have their loyalty—and you’ll know it because of brand tracking.

Brand Tracking as a Navigator

The startup phase is actually the best time to introduce brand tracking because it can help you establish the direction of your company in it’s early days. Knowing how people are responding to you can help you make decisions that will set the tone for years to come.

Thinking Ahead

Ultimately, operating a business of any kind is all about long-term strategy ( www.keltonglobal.com ). You can’t sustain your business without planning for the long haul, and you can’t plan with no information upon which to base your plans. Brand tracking allows you to see the big picture, track movement, and keep on top of how your audience feels about you. This will lay the foundation for a long and successful future, no matter what product, service, or idea you’re selling.

If you’ve found yourself thinking that brand tracking is a concern for the future, just remember: your business is more likely to have a future if you invest in brand tracking now.

 
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Posted by on June 19, 2017 in Marketing

 

Four Little Known Advantages of Copy Testing

Copy testing, often referred to as “pre-testing,” is a field in market research where an advertisement, commercial, or marketing tool is shown to test audiences to gauge its effectiveness. Some of the feedback can be based on consumer responses, feedback, and behavior. It is an effective means of seeing how something will do before rolling it out to the public, but copy testing can also yield some lesser-known advantages. Here are just a few ways in which copy testing can help your business grow and succeed.

1.  It Saves Money

While copy testing is often praised for its ability to gauge how effective an ad can be, it also helps the company save a lot of money.

2.  It Gives Space to Be Creative

Since copy testing ( http://KeltonGlobal.com/Copy-Testing ) can help a business save money, it also provides more space for you to get creative. After all, the risk is lessened when you know it won’t have to roll out before discovering what works, and what doesn’t.

3.  You Can See Where People Drop Off

Copy testing was originally a form of editing in which the copy, or writing, for an advertisement was pre-tested before rolling out. It allowed early marketers the chance to ensure the grammar, spelling and internal logic of an ad worked, along with the message it was trying to send. Modern copy testing takes this concept into the digital age, and thanks to modern research techniques, the ads can be evaluated on more than their proofing and effectiveness. They now can be tested for where they work and at what point people lose interest.

Thanks to modern research techniques, copy testing today can actually pinpoint the moments when testers lose interest in your ad and the process from ad to conversion fails. This allows you to keep what is working and change what isn’t. In other words, while copy testing may have been an all-or-nothing exercise in the past, today’s techniques can help you keep what works and get rid of what doesn’t.

4.  You Can Clarify Objectives

In keeping with the modern copy testing process, you can also clarify your goals more succinctly to ensure it is reaching the right people (and that they are performing the right actions). So instead of trying for a blanket call to action, your ads can now be more specific while still engaging higher yield clientele and customers. Ill-defined objectives are a common takeaway from copy testing, and discovering how those objectives are working against your advertising goals will help your company craft better ads.

Copy testing today is about streamlining, saving money, and creating extremely effective ads. If you are launching a new campaign or want to ensure that your marketing ( http://KeltonGlobal.com ) strategies are doing everything they can, then you will want professional copy testing. With the right research group, you can discover everything that works, and everything that doesn’t, in your advertisements, and that will help your company engage the right people with the right message. At the end of the day, it can help your company increase conversions while saving you money.

 
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Posted by on May 18, 2017 in Marketing

 

What Omnibus Surveys are and How to Use Them

What is Quantitative Research?

Quantitative research, as related to marketing, involves collecting research for a client in order to develop a successful marketing plan. The steps involved include defining the problem, research design, data collection and analysis, and finally, report writing and presentation. When utilizing quantitative research as a method of conducting research on a social level, questionnaires and scales are frequently used to gather information. Respondents are then asked to complete these surveys (like the omnibus survey), while marketers use this information to determine the needs of such individuals in the marketplace. By understanding the needs of survey respondents, marketers ( www.Keltonglobal.com ) are able to develop strategies and marketing plans that will work with their unique situation.

What is an Omnibus Survey?

An omnibus survey is a tool that is often used by those in marketing and advertising. It is a method that is used in quantitative marketing research, where data on a variety of subjects is collected in a singular interview. Often, many different research clients will provide proprietary content for the survey, and they will also share common demographic data that is collected from their respondents. There are cost-savings involved in conducting research in this manner because the sampling and screening costs are actually shared among the multiple clients who participate. The process also saves time; omnibus samples are large, and interviewing is an ongoing process. The surveys used in this method of research are often conducted by mail, telephone, or over the Internet.

How Omnibus Surveys Help Companies

In the simplest sense, an omnibus survey ( www.Keltonglobal.com/Omnibus-surveys ) will take information from multiple companies to combine those separate pieces of information into one survey; that survey will then be distributed to various respondents. The surveys may be on a wide variety of subjects due to the fact that the information is coming from many different sources. Respondents are often just as diverse as the subject matter at hand in order to produce results for each of the differing companies involved in the process. Once these respondents answer the survey, the companies who requested the survey will be provided with their share of the information gathered. It is not often that all of the companies involved will receive all of the information gathered from the surveys. It is much more productive to receive the portion of research specifically pertaining to each one.  There is no downside to participating in an omnibus survey on a company-level; you will gain the results you need for a fraction of the cost and in half the usual time.

If you need information fast, an omnibus survey can get you what you need in a timely manner. Whether you need to respond to a potential threat or take advantage of an opportunity before it disappears, these surveys will speed up the process. Omnibus surveys are all about conducting polls and surveys with a quick turn-around time, so you can gather the information you need in no time. Whether you need a couple of questions answered or twenty, you will get the results you seek in as little time as possible.

 
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Posted by on April 14, 2017 in Marketing

 

How Ad Tracking Works

The trick to effective marketing is to mix qualitative and quantitative analysis—in other words, to analyze both concepts and numbers, and to understand how the two relate to one another. Perhaps nowhere is this more evident than in ad tracking.

What Is Ad Tracking?

Ad tracking is the use of quantitative data—measurements taken through studies and through digital analysis—to determine how effectively your advertising campaign is communicating your message. Whether you’re trying to create exposure for your brand, or trying to reach a new audience, experienced marketers use ad tracking to determine what works and what doesn’t.

Some ad tracking is based on asking questions to respondents. For example, you might issue a survey that exposes people to an ad or a portion of an ad, and then see whether those people can identify the product, brand, or company that the ad is about. These surveys determine who has seen your ad, and thus how effective it is.

There are also a lot of ways to track advertising digitally. One simple method is to track how many people click on a banner ad to learn more about the product—if people are ignoring the ad, then it is not reaching them. Ad tracking ( http://KeltonGlobal.com/Ad-Tracking ) software gets much more complex than that, of course, and there are many different options out there.

What Can Ad Tracking Tell You?

The truth is, the raw numbers of ad tracking won’t necessarily tell you very much. That’s where skilled marketers come in, bringing their years of experience to identify larger patterns in the data.

When done well, ad tracking is an essential tool that enables your brand to remain flexible. First of all, ad tracking tells you whether your advertisements are worth the investment—you can begin to quantify your return-on-investment in terms of the number of people reached for each dollar you spend. This measurement lets you identify when a campaign is worth your money and should continue.

Even more importantly, though, ad tracking tells you when your advertising is not successful, which means you know when to try a different approach. An ad can fail for many different reasons—perhaps it isn’t reaching the right audience, or perhaps a longstanding and successful ad campaign no longer communicates effectively to a younger generation. There’s nothing wrong with failure, but you need to identify it when it happens and know how to adapt your brand strategy.

However, skilled marketers will learn to identify more than just whether ads are succeeding or failing through ad tracking. There are a lot of ways to measure effectiveness—maybe your ad is succeeding with kids, but failing with adults. In that case, you want to increase how kid-friendly that ad is, while also working on a new way to communicate your brand’s ( http://KeltonGlobal.com ) message to the audience that the first ad didn’t reach.

Interpreting Patterns

It’s not enough to recognize patterns. It takes experience and skill to understand what those patterns mean, and how to build on them. Ad tracking draws on these skills to more effectively communicate your message.

 
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Posted by on March 15, 2017 in Marketing

 

How Can Market Segmentation Build A Better Business?

What is Market Segmentation?

While market segmentation may sound like a new way to do business, it’s actually a very old and time-proven method, dating back, in fact, to the 19th century.

The definition of market segmentation describes the process of dividing a whole market up into different customer segments (sub-groups of consumers) based on some types of shared characteristics. When segmenting markets, researchers typically look for shared behaviors, demographics, psychographics, and/or geographic characteristics. Some examples of the kinds of shared characteristics researchers look for are common needs and common interests, lifestyle similarities, or even similar demographic profiles (age, occupation, family, etc.).

The aim of market segmentation is quite simple. Market segmentation ( KeltonGlobal/Market-Segmentation ) is very useful for companies and advertisers because it allows them to identify high yield segments. In other words, through market segmentation, companies and advertisers are able to determine the segments that are most likely to be the most profitable or contain the most growth potential.

Target Marketing

One aspect of market segmentation is that it assumes that different market segments necessitate different marketing strategies and programs. For example, one market may not respond to a certain kind of product or promotion, whether for a lack of need or interest. Another market, however, may be incredibly responsive to that same product or promotion. It’s the researcher’s job to determine which market that is.

Many marketers use what is known as the S-T-P Approach: Segmentation, Targeting, and Positioning. In other words, the results and insights obtained from market segmentation are subsequently used to develop specific marketing strategies, and products or services are positioned in a way that will most likely resonate with the intended target market via various offers, prices, promotions, distributions, or some unique combination of marketing tactics and variables.

Why is Market Segmentation Important?

In today’s fast-paced and highly consumer-driven market, it’s important for businesses to have a competitive advantage. Market segmentation is a great way to cut out the “guess-work” of businesses and gain an advantage over competitors by strategically targeting markets that are likely to be receptive and profitable. Guessing which market might be receptive to certain kinds of products or promotions can be a costly, time-consuming, and an ultimately disappointing way to approach business. As in life, it’s important to have all – or at least as many as possible – facts available before embarking on a new phase of business.

In addition, few companies ( KeltonGlobal ) are big enough or broad enough to supply the needs of an entire market, so it’s important that companies are able to identify which market segments are most appropriate for them. To put it simply, market segmentation is just a smart way to do business, as it allows businesses to be knowledgeable of their markets and market appropriately. It also helps businesses develop and grow customer loyalty within their market segments because they can adjust their products, services, and marketing techniques to match the needs, desires, and interests of their markets.

 
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Posted by on February 25, 2017 in Marketing

 

Get Information Quickly with An Omnibus Survey

People often say that we live in the Information Age, but what does that really mean? We base our lives around business and technology, but much of that technology exists to help us further our business interests. Any businessperson will know that some fairly unexpected things can influence markets and revenue, so it’s vital to have all the knowledge that it’s possible to have. So how do you get relevant information in a quick, reliable manner? Doing a comprehensive and unbiased poll of a select group of people, or of the general public, is a time-honored method of gathering facts. That’s why many people look to an omnibus survey to learn what they need to know.

What Is an Omnibus Survey?

Like most market research, this type of survey is aimed at understanding the needs, wants, and thoughts of a sample group of people. But rather than simply focusing on one subject, omnibus surveys ( KeltonGlobal.Com/Omnibus-Surveys ) will poll the respondent group on a number of topics, even if those topics bear little to no relation to one another. These surveys can consist of many questions or only a few, and they can be conducted in a variety of ways. In person, over the phone, and over the Internet are some popular methods of reaching the target group.

What Are the Advantages?

Omnibus surveys are flexible and cost effective because, not only do they cover a variety of subjects, but they can also be paid for by multiple clients, which drastically reduces the cost for each client. For instance, if a travel agency, a radio station, and a community college all wanted information from their consumer base, they could all contribute to a survey. The respondents would only have to complete one survey, making them more likely to take the time to answer, and the clients would then share the cost of conducting the research.

Reaching Your Target Group

One reason that omnibus surveys are so flexible is that they can be conducted in multiple ways. If a survey is quite long, it can be mailed or emailed to the respondent to be completed at their leisure. Shorter surveys can be conducted in person or over the phone. Surveys, or links to surveys, can also be integrated into websites to reach Internet traffic passing through the site. A market research company can help to design a survey that will reach the greatest number of respondents and return the most valuable information.

Market Research Companies

When you need accurate information in a timely manner, outsourcing to a market research company is a cost-effective option. They can help you decide what to ask, how to ask it, and what other helpful information ( KeltonGlobal.Com ) you might be able to collect at the same time. Whether you’re responding to an unexpected change or simply trying to improve your brand, an omnibus survey is an affordable option for rapid data collection. Contact a market research company to find out how to design a survey that will help your business meet any challenge with flying colors!

 
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Posted by on January 28, 2017 in Marketing