It’s distressingly common to see so many marketing communications strategies and plans developed without the benefit of at least some basic research. You may think you know your customers from anecdotal evidence, yet structured research will often yield unexpected insights.
Research underpins strategy, even if that research is little more than a few hours scanning your competitors’ websites. But research is only valuable if it leads to action, if it helps determine the direction of strategy.
Research is particularly valuable in understanding brand awareness and positioning with respect to competitors. It provides a starting point for brand development.
Publitek’s experience of conducting research in B2B tech markets spans quantitative and qualitative work using desk research, telephone and online surveys, focus groups, online communities and expert panels.
“If you understand everything, you must be misinformed.”
Building brand equity: start-up case study
The world’s best-kept secret in radiation detection.
Audits give a snapshot of where you stand today with respect to individual aspects of marketing communications or the process as a whole.
- Content audits create a clear picture of what relevant content has already been created, how much that content is being used, and identify opportunities for reuse in other channels.
- Social media audits are valuable in understanding how well you’re driving engagement compared with competitors, and for informing quantified objectives for future activity.
- Messaging audits look at the consistency of messaging across various marketing communications materials and channels. They’re conducted at the outset of the messaging development process and should be undertaken from time-to-time to ensure that your messaging has not fragmented.
- SEO audits give you a baseline for improving your search engine rank and our reports include detailed recommendations for boosting performance in this critical area of marketing.
“The audit is an essential prerequisite to marketing strategy formulation.”
Dr. Antony Michael, Founder, Anacalypsis
With web search the dominant driver of new business opportunities in B2B tech, it’s essential to continuously monitor and understand your online presence.
Our comprehensive media monitoring service spans over 300,000 news sources and 30 million blogs. We also monitor Twitter, Facebook and YouTube posts from over 200 countries and in more than 80 languages.
We then tailor the analysis and reporting of vast amounts of data so that you receive the actionable insights you need to optimize your marketing communications and PR strategies.
Monitoring your digital footprint, and share-of-voice vs. competitors, enables clear, quantifiable objectives to be set for your brand’s visibility. Where appropriate, we also track brand sentiment across social media channels.
“The price of light is less than the cost of darkness.”
Arthur C. Nielsen, Market Researcher & Founder of ACNielsen
Our exclusive focus on B2B tech advertising has given us unique insights into the most effective creative techniques and media outlets to achieve given objectives.
Our data clearly demonstrates the relative value of trade and social media channels and we help our clients set realistic goals for digital campaigns in terms of click-through rates and cost-per-click.
There are niche markets in which print advertising may still be most effective technique, and we’ll advise you on these too, based on homework, not guesswork.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
John Wanamaker, Merchant and Marketing Pioneer