Offline Marketing and Its Importance in the Digital Era

Online and social media marketing have definitely taken the world by a storm. The marketing strategies seem to be overlapping in today’s digitised world and are flooded with online advertisements. The question arises – have traditional methods of promotions and marketing mix have taken a back seat? The media channels which are not connected to internet are termed as offline channels. With the advent of the internet, it appeared as if getting on social media was the ultimate goal for some brands. Though online marketing is more cost effective in comparison, it is used as a parallel medium with offline marketing methods to have a complete marketing mix. To be able to do so efficiently, the marketing communications person has to be well versed with the practical aspect of the techniques of management and advertising. It’s a given that any company will have their own website, it is like a mandate to do so to keep in touch with their target groups and customers, the companies often deploy offline methodologies as well. A latest research by google in collaboration with Ipsos MediCT indicated that despite the fact that online methods are immensely popular, offline channels like print media, billboards, pamphlets,…

Social Research: helping understand social patterns for better predictions
Market Research , Social Research / April 22, 2017

Social research is a scientific study of a human’s social life and behavior; helping discover new facts and insights and developing new tools and theories to solve various social misconceptions.  Social Research is one of the most important processes for understanding and analysing a humans social life and environment, helping find explanations to various social phenomena, clarify misconceptions and developing new scientific tools and theories; ultimately leading to better social predictability. While the research is based upon logic and empirical evidence, the main objectives involve gathering new data and verifying old ones, creating new theories, discovering the general patterns and relationships which help enhance and verify the knowledge about human behaviour and social life. The social researches also help in discovering new facts, create or validate theories, study causes of social problems and its impact on society leading to a systematic generation of knowledge base for future planning. The social scientists employ various methods ranging from in-depth analysis, observations, open-ended interviews or census surveys for finding the social patters in a social group, depending on what they intend to investigate. However, the social research methodologies are divided into two parts – Qualitative and Quantitative Research. Qualitative social research emphasized on…

India market entry strategy: devising your unique formula to make an impact
Market Research / April 5, 2017

India today is one of the most lucrative investment destinations with a high consumer spending capability and a favorable business environment necessitating a well-researched India-specific market entry strategy to make an impact. The growing economic influence of India coupled with a conducive work environment, availability of low cost skilled labor and increased spending power of today’s generation has seen many foreign players vying to make investments in India. But, before formulating an Indian market entry strategy, its uniqueness needs to be understood. With more and more cities coming under the Smart city projects, increased communication and improved infrastructure and integrated development, India offers a perfect investment opportunity. India also has a greater advantage as it serves as a gateway to other Asian countries thus in turn requiring a meticulously planned India market entry strategy. Experts point out that due to the sheer size and immense diversity in the region, language, culture and economic standards of the Indian population; one single India market entry strategy doesn’t fit all. In addition, the global business models and practices of multinationals cannot work in totality in the local environment. The need is for multiple marketing strategies as per the target groups with a deeper…

Qualitative Market Research: providing a better insight into consumer behavior

Qualitative market research helps you have an inside look in your consumer’s perception and behavior towards your product/brand, helping improve your future decision making leading to better return on Investments (RoIs). Qualitative market research is the unstructured or semi-structured way of data collection and analysis of a consumer’s lifestyle behavior, and in-depth research of ‘why’ a consumer behaves in a certain way. It helps in future decision-making of an organization. The research entails detailed interviews, participation observation, using innovation games, group discussions and case studies. Qualitative market research is often used before the introduction of a new product idea and its development; when exploring new markets/demographics/customer groups; to assess the strength and weaknesses of a particular product/brand; for product positioning and marketing strategy, company/brand perceptions or assessing the reaction to a mass communication campaign – giving the qualitative research a wider usage scope for any type and size of an enterprise. Due to complexity of data, Qualitative research uses small group of people with similar set of characteristics (like backgrounds, attitudes/nature and demographics) and a predetermined topic. But organizations should be careful to as qualitative market research is more dependent on the skills of the researcher. Considering that there is…