Invest in “Always-on” research

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 28, 2021, 4:39 PM UTC

With consumer behaviour and preferences changing rapidly, businesses must leverage real-time insights to stay ahead of the competition.

The pandemic has disrupted businesses and made consumers’ brand loyalty a question. Around 59% of consumers are now more open to trying a new product than before the pandemic. To remain relevant, businesses can no longer rely on traditional project-based research methods. They should invest in “Always-on” research, which delivers real-time consumer insights.

Leveraging always-on research can help marketers improve the ROI of marketing and advertising, alerting brands to any shifts in consumer sentiment and allowing them to adjust strategies, messaging and campaigns in real-time. With real-time insights, businesses can effectively respond and meet evolving customer requirements.

Apart from maintaining agility and flexibility, brands must leverage the latest technologies to gain consumer insights. According to Gartner, the best practice marketing organisations are already devoting 30% of their budgets to technology platforms.

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