In the last few years internet has gradually become a place where people share information of all kinds, including those on products and services that they intend to buy. Today the internet is the main meeting point for consumers, who share information, impressions and opinions on brands, products and services available on and off-line. Thanks to the peculiarities of the digital dimension, companies have now the opportunity of monitoring their brand reputation through the analysis of online community behaviours. Above all, companies can question directly their registered and profiled users with specific surveys to determine preferencies or get feedbacks and suggestions regarding their products and services. Thanks to specific online survey softwares provided by specialized companies, it is possibile to establish a direct-line with online customers in order to measure their satisfaction, acquire information on their preferencies, explore their perception of the brand and corporate image and also obtain a more in-depth profile of the target.
Like many other traditional marketing tools, survey benefits from its projection on the digital dimension, which enhances its value with low operating costs, relative ease of dealing with highly profiled panels, complete measurability of public response and almost instantaneous feedback.
Surveys are a delicate business, because their realiability depends on many factors that must be mixed like ingredients of a special recipe. First of all, the panel must be carefully refined, because what we aim is the feedback of our target only. Questions must be designed carefully, because the same question can be asked in different ways that influence the answers, affecting the reliability of the outcome. Online surveys allow the tracking of user response also with regard to design, lenght of the survey (it is possibile to check how many users leave the completion of the survey and when they do it), types of questions and possibile answers (multiple choice, radio buttons, drop down menu etc) and so on.
Company that already have a database of email address - ie: newsletter - can easily set up a survey to measure its effectiveness and test its benefits, while those who don’t have it should turn to companies specialized in direct marketing, who will provide them with highly profiled panels, specific software and consulting services.
If you think that surveys are a waste of time because their results may result totally unreliable, please consider that a weel profiled panel of only 1000 people allows to collect information with an error margin of 3%.
More: Contactlab
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