KnowThis Blog Postings

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Published on October 11, 2009

Posted by Paul Christ

Online Marketing Research: It Was the Best of Times, It Was the Worst of Times (FastCompany)

The use of online research panels has for some time received bad reviews from serious marketing researchers who have questioned the validity and reliability of this form of research.  Their key complaint has to do with who participates in these panels and what their real motivation is for being part of a panel.  This is particularly a problem when online participants are rewarded for their efforts such as receiving cash or other incentives.  Now several big marketing companies are pushing to find out how good the information really is that comes from online panels.

While most fill out surveys to be heard, those who take surveys for the money turn out to be less diligent about filling out the survey. Certain research panels tend to give outright cash gifts which attract more of those people.

How can the results of panels cited in the story be consistent when replicating their own research but show inconsistency across panels (i.e., when the results of one panel are compared to another)?

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Published on October 07, 2009

Posted by Paul Christ

The Promise of Self-Segmentation (Strategy+Business)

Defining a target market is often viewed as the first step in building a successful marketing strategy and nearly all marketers find the best approach to take for identifying markets is through market segmentation.  Traditionally marketers have relied on extensive marketing research, including crunching numbers found in large data storage areas such as CRM systems, when they attempt to identify their segments.  But this story argues that Internet social networks and other technologies are allowing customers to do their own segmenting and all a marketer needs to do is tap into these technologies to see what type of groups exist.

In this new era of branding, companies must focus on ethnic, cultural, religious, sports, or other segments, not markets. This pivot could be achieved through CRM systems, but self-segmented communities of interest provide a more effective alternative. Such communities can provide fast, low-cost market research, generate ideas and feedback about new offerings, help improve corporate and customer-to-customer service, strengthen relationships, provide an early warning system about problems, and promote favorable word-of-mouth.

Is this author simply providing a new twist on what is already well known about segmentation or do these ideas offer something that is truly new?

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Published on October 07, 2009

Posted by Paul Christ

Taking on the Big Dogs (Internet Retailer)

How does a small online seller compete against the giants such as Amazon, Wal-Mart, CDW, etc.?  The answer: Keep the focus on the customer.  As discussed in this story, the small guy that works harder and smarter and gives customers what they want can still do very well even in the face of big spending market leaders.

To hold their own against larger competitors, e-retailers like ReStockit and Rock Bottom Golf are leveraging the accessible and powerful marketing and merchandising resources the Internet offers. Their tools range from steep discounts and free shipping offers prominently displayed on home pages to a special emphasis on customer service and unique efforts to engage shoppers through social marketing.

What are the “social marketing” methods that online sellers can use to get close to their customers?