This series attempts to delve into the ways the creation of the internet has changed the way that business is conducted. This installment will focus on how research methods, specifically marketing research, have changed and evolved over recent years because of the internet. Marketing research is now mostly conducted through the internet because it’s easy to connect to customers across the world and researchers are able to analyze a massive amount of data rather than a small cross section of the country.
Better Data Collection and Big Data
Before there was internet, marketing researchers relied on pen and paper methods such as surveying and creating focus groups. While these are still worthwhile ways to gauge a customer’s reaction to a new product, these are no longer the only ways to gather information for marketing research.
With the internet comes a huge amount of new data that is gathered constantly. This information is crucial for marketing professionals to sift through and use to develop new, effective strategies that are tailored for the consumer.
Social media has completely changed the way marketing research is conducted. For better or worse, the internet now allows customers to provide unedited feedback about a company’s product through social media. Complaints and praises for a company is given daily on sites like Yelp and a company’s Twitter account, giving businesses ideas to change or adjust their marketing campaigns or products.
New Marketing Jobs
As early as 10 years ago, many marketing jobs just didn’t exist and there are continually new jobs being created as technological advances make their way into our lives. Before the internet, there was no such thing as a social media manager, SEO specialist, or even a big data analyst. With the digital age becoming more and more prominent in the lives of consumers, it becomes more and more important for businesses to keep up with the pace and adapt.
The more technological advances that come into play, the more technology that is going to be made readily available to marketing professionals.