Research Methods and Marketing

Research Methods in the Digital Age: The Relationship Between Scientific Methods and Marketing.

For many years, organizations around the globe relied on marketing techniques that were informed by a company’s bottom line. As long as a product or service was beneficial to a company (from a monetary standpoint), that product or service was categorized as being financially viable and as a result was considered a success.

What companies have come to learn and understand, over the years in particular, is that while revenue is an important aspect of a marketing campaign, there are other aspects that the digital age has brought to the forefront in a market where competition and research are the main differentiators.

Today, there are more communication channels in all markets (e.g. social media, mobile technologies, in-store media technologies, just to name a few) that make messaging, advertising, branding, and customer relations more cumbersome and expensive.

Science Vs. Knowledge Management in Marketing Communications

Knowledge is power! To gain knowledge, however, investments must be made. Because we live in a world where technology, information, and knowledge are influencing every aspect of society, and because technological solutions enable the exchange of information and the creation of knowledge, there is a mandate for companies to invest in research and technology practices that are at the frontier of an organization’s strategies.

It can be argued that in today’s technological world, many organizations (as part of their overall strategy) have to implement initiatives to achieve the company’s strategic goals while responding to society’s ever-changing needs of technologies and marketing solutions that are game changers.

Research, Marketing, and Competitive Advantage

As stated earlier, the digital age has revolutionized every aspect of society. The field of “marketing” is no exception. It is evident by the amount of data supporting this notion that marketers and other business executives have come to understand the need for more research and scientific inquiry to embrace the latest challenges posed by digital solutions and social media.

Ø With new advances in science, research, new technological solutions, new companies joining the competitive market, as well as the demands and needs of a new generation of people in this ever-expanding field of technology and information dissemination solutions, it is no surprise that companies are investing in more scientific and research methods to find answers to short-term and long-term communication marketing solutions that can reach consumers on a large scale.

Retrieved from https://www.gomodus.com/ What is it that differentiates companies in this new era? Where science, technology, advanced and user-based products and services, and the need to thrive (determined by new horizons and objectives) drive competition. It is simple! It is time that organizations elevate this topic as one of business’ main operational and strategic objectives and invest in a partnership between market research, science, and the business, as a strategic priority, to ensure companies remain financially viable, competitive, and to

establish themselves as one of the best and most

competitive in the market.

**This post took into account the need for experimentation, technology, and marketing communications (and marketing as a whole) as a way of achieving competitive advantage**