Why The Future of Marketing Could be Online Surveys
Customers are tough and demanding. They’re extremely media aware and increasingly cynical – it’s a clever marketeer who can get under their skin. Online surveys breath new life into the traditional survey format and offer a unique way of interaction – providing you with all the benefits of the Internet without the programming. Here are ten reasons why they may be the silver bullet marketeers’ need, complete with examples supplied by Martin Day, managing director of online survey website Survey Galaxy – one of a new breed of websites making online surveys quicker and cheaper
1. It’s cheap, it’s cheerful
Select the right survey website and creating surveys can be free of any charge and the cost to publish excellent value for money.
Useful information harvested from surveys can be reused and repackaged in other marketing and PR for use in press outlets making it a very efficient form of information gathering.
2. It’s easy
Anyone can create, design and publish an online survey. Survey sites allow people who have basic browser skills to create surveys quickly and easily – surveys that when published are even easier to complete than they are to make make.
3. Multiple deployment options
Promoting an online survey can be via email (with a link enclosed), through a link from a website or as a referenced by other forms of advertising. Once advised of the survey’s URL anyone can link can to the survey at a time that is convenient to them, 24×7.
4. Everyone has got an opinion – and likes to give it
Customers do not often view surveys as spam and the majority welcome the opportunity to make their voice heard and a chance to have an impact on a brand. They provide a good method for broaching sensitive subjects with concerned employees; a survey asking a workforce on their opinion of change allows the key issues to be raised in a positive manner and encourages employee participation. Online surveys allow the message to reach each individual and invite feedback in a manageable form.
5. Get inside your respondent’s head
With traditional advertising you can lead a customer to an advertisement but you can’t make them think. Surveys actively engage the respondent, who think about the question before giving their response.
6. Building relationships
It needn’t all end at the end of the survey – while you have their attention and are in the mood you can ask if they want to sign up for more information or a regular newsletter – making the most of the window when you have their interest.
7. Link your survey to other online information
Perhaps one of the strongest elements in a survey is the ability to make inspired or useful connections instantly to other areas. By including links within the survey to websites that offer detailed information you are able to reinforce the marketing message.
8. Subtly rules
Surveys can help associate, in the mind of the respondents, a product with a number of positive attributes. By listing a product’s features and then asking the respondent to score on how important they are, regardless of their response, the product will be associated with the feature.
9. Not just marketing
A survey is an effective, quick and easy method to promote and gain acceptance for a difficult proposal; maybe a public body trying to gain acceptance and support for a particular scheme.
For example take a city trying to gain support from the general public for their bid to host a future Olympic Games. With a survey you have the opportunity to explain each benefit putting the respondent in a much better frame of mind to appreciate an argument and be more positive in their response. Not only do you promote the cause but you also gain useful feedback that can be used to fine tune the overall marketing strategy.
10. Fresh topics engage interest
Thinking laterally a lively and imaginative approach to surveys can provide the ‘hook’ to engage respondents. The survey subject can be targeted towards a particular group on a subject close to theirs hearts. A survey’s marketing message can take the form of a simple brand awareness message by stating that the survey is being sponsored by brand name, or by finding a link from the subject matter to the product – something that is surprisingly easy and highly effective.
Discover the benefits of including in your website a Public Survey section as many people who enjoy completing crosswords and doing word puzzles enjoy completing surveys. Having a public survey notice board as part of a website is a cost effective and automated method that will help increase traffic and establish a loyal and returning following. Unlike forums there is no opportunity for people to disrupt the site by inappropriate remarks as survey results can be displayed in summary form enabling them to dispense with moderators and maintenance.
Customers do not often view surveys as spam and the majority welcome the opportunity to voice their opinion and the chance to have an impact on a brand.
Many of the techniques and a few more are contained in the following sample survey created using Survey Galaxy’s survey software tool.
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