Marketing research: when approach matters

[ayeshshiddika11]

If Bob Hoffman , the self-proclaimed Ad Contrarian, is known for anything , it is for being one of the most critical figures in the advertising world.

With more or less success, he is always ready to dismantle some of the hottest trends of the moment, which are almost the creed of marketers.

This time it has been no different, but the object of his criticism is not the online world, but the huge amount of research and studies that, in his words, form part of the rubbish of the advertising world.

Especially since most of them are not scientifically verified but come from a computer on a desk in one of the many agencies and are adorned with pretty names.

He highlights as an example the Research Brief From The Center For Media Research , a study from which he wishes to highlight some "facts."

Firstly, the report states that 94% of consumers do online research before visiting a store and secondly, 92% of consumers say that interactive content encourages them to make a purchase.

"The problem is not that the numbers are wrong, but that they are confusing," he says, adding that it is difficult to determine what period of time the study covers, although it appears to be six months.

5. Content without retouching: authenticity drives success on social media
Posturing, once omnipresent on social norway phone data media, will be less relevant in 2025, a year in which the focus on these channels will be on authenticity. Honest content, free of filters and retouching, ultimately translates into greater closeness to the audience, and closeness ultimately leads to greater trust in brands. Users, after all, are inspired by content imbued with authenticity and personality.

6. Social SEO: Social networks are the new search engines
More and more users are turning to social media like TikTok and YouTube to carry out searches, which means relegating traditional search engines like Google to the background . SEO adapted to social media also opens up new opportunities for brands by integrating keywords into the content that makes its way onto 2.0 platforms. And this not only increases the visibility of brands on social media, but also allows them to take refuge in much more precise “targeting” to connect with their audience.