Publisher's Note

In this issue of SMG Insights, Becky Bell, a SMG consultant, takes a look at the world of research and why it's important to every organization's success. I know that for some, the very thought of research can make you uncomfortable. For others, it means a well-spring of knowledge and insight like having a crystal ball. With so many ways for you (and your competitors) to reach your customer today (online, print, PR, sales, promotions, and direct marketing) combined with the challenge of smaller budgets, it is more important than ever to understand what works. Research can be the Holy Grail if you know how to use it.

In the last issue of SMG Insights we talked about the importance of new ideas. While innovating can be a struggle at times, research can be an excellent generator of new ideas. Your customers are your greatest source for innovation. Just ask what they think, what they like, how they behave, etc. and you'll get the key to more efficient marketing programs and greater results.

Regards,

Carl Ribaudo

Getting Started with Research - Have a Plan

Okay, so you're convinced that measuring your marketing activities is a good idea. Where do you start?

*********************

Making Sense of the Data - How to Use it

Okay, so you’ve conducted some much needed research and you’re staring at reams of data, numbers, cross-tabs? What’s it all mean? Where do I start?

*********************

The Continuous Cycle for Marketing Improvements

Finally, as you continue to track and refine your marketing efforts, you create a virtuous cycle of knowledge which can increase the likelihood of success.

© Strategic Marketing Group, 2008. All Rights Reserved.