Many marketers make the mistake of thinking they know their audiences when they really don’t, particularly if they’re separated by resellers (e.g., wholesalers or retailers) or by agents (such as third-party salespeople). This is where strategic marketing research comes in, where marketers can examine buyer behavior, determine buyer responses to marketer behaviors, and work to ascertain the “why” behind all those actions.
However, although marketing research can be instrumental in building strategies, developing tactics, and making decisions, it rarely provides absolute answers to marketing questions.
Unfortunately, most marketers presume that marketing research that asks current and prospective customers about their preferences, concerns, actions, and rationale will provide sufficient information to know those audiences well. Although any good research is better than none, the best customer intelligence should supplement solid psychographic data with behavioral data that is current and geographically specific.
Here’s where the value of mobile marketing comes in. Location-specific mobile marketing provides the types of data that can allow marketers to determine how location-specific messaging is perceived on an individual basis.
When marketers combine real-time behavioral response data with in-depth psychographic data, the resulting insights lead not only to better products and processes, but also to better customer experiences.
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