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Marketing 101: What to do With Original Research

As the varied and wide expanses of worldwide marketing have shown, no two strategies are alike. Each strategy will have to cater to different project needs, and knowing which strategy will work best for you is the starting point in any successful endeavor.

One of the most difficult hurdles to overcome in marketing is the mass amount of effort needed to create an end product worthy of beneficial responses.

In all things, there are those who thrive and those who dwindle; with the latter coming in at an astounding 65%. It’s natural for one to start asking why. 

What is it exactly that “successful” marketers are doing that the less experienced ones aren’t? 

Original Data in the World of Marketing 

What sets successful marketers apart is that a vast majority of them have admitted to using original data wherever possible.  

The real question is: how do they do that, and how can you do it too?

If you find that you are one of the unfortunate marketing minds struggling down an unnecessarily rocky path, the good news is that you’ve started asking the right questions. Better yet, with a few tips and tricks you could completely change your marketing approach for the better.

So let’s get to it.

Game Changing Things Marketers do to Improve Their Approach 

Applying a Focused Effort 

A leading component to successful marketing can be summed up in one word: focus. This means finding original content and uplifting sales. 

While working within a budget, we tend to want our resources to do a lot of things while sticking to a basic costing structure.

In most cases this can, and often does, lead to a cluttered and potentially ‘copied’ end product. It costs less to build on an already established idea, after all.

However, this is where pack leaders and successful marketers tend to break away from the norm – they do not limit themselves by using pirated ideas, and they definitely do not try and cram a potentially successful idea into an unrealistic budget. 

What makes these successful marketers shine is that they understand that the end result should never be a reflection of what you could afford, but rather present an uplifting goal or achievement that benefits your company and any potential clients simultaneously. 

So, wanting to do your content and business justice comes down to how you focus your ideas:

  • Always start by defining your marketing goals: immediate, short term and long term.
  • With these marketing goals in mind, start asking the questions that really matter. Look at your marketing ideas with a narrow perspective and cut to the simple truths of your chosen path.
  • Find the originality in each point, instead of relying on well-used ideas to define your outcome.
  • Create realistic cost parameters that are not so small that they affect your implementation, but not so large that you cannot afford them.

Getting Your Concepts out to the Public  

Marketing can be seen as the art of give and take. When done correctly, it’s a gift of solutions a business provides to the public. The take is what they get back for their efforts. 

In order to get your content properly noticed, you need to go to the people – you need to find your readers and transform your ideas into action.

There are numerous ways in which a wider content coverage can be achieved – including media mentions and backlinks. When it comes to the application, each method can provide a different type of success when used right, and while some may work better than others; a defining step leading marketers take is choosing the right method for their end goal.

  • Upon reflection, one of the most popular forms of marketing outreach is achieved through medias mention, which can include blogging, social shares and general public recognition.  
  • Statistics have shown that as much as 69% of successful marketers create partnerships with other leading web organisations; and this usually consists of social media platforms. By doing this they are able to get their marketing content out to more people and make the potential for backlinks possible.
  • Mainstream marketers make use of both outbound (advertising) and inbound (content marketing) techniques to generate hype for their content, but, any established professional will advise that finding the balance between the two can either make or break your approach. 

Using Effective Survey Technologies  

Another highly effective technique that separates successful marketers from their less-successful peers is the ability to write survey questionnaires that provide an elevated level of interest and storytelling.

While producing surveys and generating questions may seem fairly straight forward, there is actually a proven science that goes into creating a successful survey:  

  • Successful professionals take the time to establish how they want their audience to think differently as a result of their content and what it provides.  
  • They define the story they want their marketing to tell, and gear the related questions in a complementary way, e.g. including life goals for younger respondents.
  • They use respondent disqualification technology to maximise their selection process, e.g. age, sex and race. This helps ensure the surveys are being completed by the precise group of people needed at any given time.
  • They use survey logic technology when needing a survey to perform optimally. This allows a survey to ask the right questions in relation to the feedback the respondents provide, thereby avoiding incomplete surveys due to lack of knowledge or interest.

Degrees of Demographics

A great upselling trick used by industry professionals is including the ebb and flow of public consumption and patterns aka demographics. There is always some form of peer pressure prevalent in our day to day lives, and established marketers not only understand this, but find ways to use it to their benefit.

Obtaining a successful marketing impact can easily be achieved by using demographics, whether concentrating age groups, branding and public consumption or business details like company sizes, industry inf
luence or notewort
hy accomplishments. 

  • Researching demographics is not only beneficial, but crucial when wanting your work to seem credible. 
  • Successful marketers often use statistical data relating to popularity, populations and group trends in the form of “comparison” – e.g. using data in men vs woman scenarios, or saving percentages in one service vs another. This often lends them an edge over their competition purely because they are “In the know” and able to work that knowledge to their best advantage. 
  • Highlighting the attitudes and habits of different generations can also work in one’s favour; especially when targeting younger respondents. The better it makes them look, or the more impressive it seems the more they will want it. Look at celebrity presences in marketing – This is why they do it! knowing your targeted audience and customizing your efforts accordingly by applying relevant incentive could greatly benefit your end goal.     
  • Another one of the most successful benefits of demographics is that they can be very dependable and recurring, generally the public is very prone to patterns and overtime come to expect certain things. A great example of this is summer or winter sales, as the seasons change people start to expect certain types of marketing, offers and sales. Tapping into this is a great way to boost your revenue.   

Creating Original Content is what Success is all About!

An important aspect and probably the most defining difference between those who succeed and those who don’t is the ability to not only create quality content and a healthy outreach but use the momentum gained to generate future directions and accomplishments based on the feedback given by clients. 

Getting your company on the map might be the first step of marketing, but as so many successful professionals have learnt; it’s the ability to not only make today a success but also convert that proactivity towards the days to come; through adapted content creation.

So go ahead and make your mark, keep these tips in mind and soon you’ll be in successful category too! 

Overseas Market Introduction Service

What Does OMIS Entail?

The Overseas Market Introduction Service (OMIS) provides support for businesses pursuing export activities overseas. The information provided often includes competitor analysis, market reviews, bespoke events, and assistance with adjusting to local business etiquette and culture. Essentially, OMIS gives businesses an instant link to invaluable insights and set them on the right track. This service is tailored to each individual businessperson and assistance depending on the needs of the client. 

OMIS activities and support can include market information, advice and practical support, such as:

  • Understanding how to do business in the market
  • Having the confidence to explore or expand in a new market
  • Market analysis and feasibility studies
  • Identifying business opportunities and prospects
  • Understanding the competition
  • Identification, assessment and contacting of potential distributors, partners and contacts
  • Promoting business and products through events such as receptions and product launches
  • Meeting arrangements with business contacts
  • Deciding on the best market entry strategy
  • Understanding local regulations and standards
  • Overcoming barriers to entry or expansion
  • Raising profile and credibility in the market

Why is an OMIS Report Helpful?

Any business aiming to expand in the overseas market may face barriers in accessing the right international contacts or partners. Additionally, it can be equally challenging to find the best ways to operate in a specific overseas market and to successful market entry strategy in an entirely new sphere (both economically and culturally). Businesses seeking to increase profits by employing an effective overseas promotion may find OMIS to be particularly helpful.

There is no doubt about it: internationalisation is a difficult task. Differences in time zones, languages, and cultures are inescapable obstacles that must be faced. OMIS provides a wealth of practical support, advice and key market information, supporting business owners through each stage of their international expansion.

Each expansion starts with the process of market research. However, international research can be particularly challenging without contacts ‘on the ground’. The socio-economic environment is often quite specific, something not many business owners are used to or even aware of. Even when the necessary research information is in another language, OMIS teams can prove invaluable in finding the information needed. Unsurprisingly, these reports can open doors that would otherwise remain closed.

When it comes to actually visiting an international market in person, OMIS can be handy too. Booking meetings for a market visit and sending marketing material abroad can be time-consuming and frustrating. Using OMIS’ market specialists removes considerable stress and hassle both during the organisation of your visit and once you’ve actually landed in the country.

Thus, OMIS puts you in touch directly with overseas markets. It is beneficial for business, as it helps with the following:

  • Access the right international contacts or partners
  • Provide insight of the overseas market
  • Find the best way to do business in a market
  • Achieve a successful market entry strategy
  • Increase profits by using effective overseas promotion

What are the Characteristics of a Good OMIS Report?

It’s likely that the closer a business is to entering a chosen market, the more practical the services will need to be. Key tips here are the followings:

  • Mix and match OMIS services to select those that best meet your needs and requirements
  • Use OMIS for ‘value added’ services (i.e. activities that you are unable to easily do yourself)

For market research, one needs to choose between depth and breadth depending the current level of understanding. It is necessary to dive deeper into the market if there is  already an understanding of the broad brush strokes.

To obtain a comprehensive OMIS report businesses need to:

  • Provide a fully comprehensive brief of their request
  • Specify their objectives
  • Maintain personal involvement throughout the OMIS process
  • Set up milestones and due dates
  • Ensure that they obtain sight of draft/initial research so that they can be involved in final revisions/tweaks
  • Once the research has been completed, business owners need to make sure that they sign off on the brief and they you’re happy it has been met
  • Prior to sign off, businesses should ensure that they obtain any final amendments that they feel are needed.

A typical content of OMIS market report includes:

  • Identification of market size, market potential and key trends within a marketplace
  • Provision of localised industry and sector advice
  • Analysis of possible routes to market
  • In-country competitor analysis
  • Assessment of the potential level of demand for your products or services
  • Identification of opportunities and prospects.

If you are looking for an Overseas Marketing Report get started today with a Free Trial

Market Entry Strategy: The Basics

There are a few phrases in the business world that can strike sudden fear into the hearts of newcomers. One such term is Market Entry Strategy. As is often the case, however, such panic is largely unnecessary. It is important to remember that the word “market” is used very loosely in the business world. It can refer to anything from a certain group of people, to an entire region of the globe. In short, your market is the people or businesses who are in need of your product or service.
This makes the idea of a market entry strategy easier to understand. Your documented strategy will include various different types of information, including how you plan on introducing your goods or services to your specified market. It is a blueprint to your success – a game plan, of sorts.

To simplify the entire process, it is advisable to seek the assistance of a professional marketing team. The maximum efforts of a dedicated team can make all the difference in getting the name of your product or service out into the real world in a tangible way. A solid plan will always include information about your company’s budget and a detailed analysis of its strengths, weaknesses, opportunities and threats – known as a SWOT analysis.

Identifying New Market Segments

Identifying and defining a new market segment can present many exciting opportunities. When done in a professional manner, it is possible to even in today’s crowded Business World, to find a new niche for your company’s product or service. Well, there are many steps in the process, there are a few steps that feature prominently at the top of the list of priorities.


The first step is to come to terms with defining your target market. You can go into as much or as little detail as you like when defining a target market. The more detail you provide, the better the plan turns out. Key identifiers may include geographical location, demographics, and even cultural or religious beliefs. The more confident you are about your segment definition, the better.


Once phase 1 is completed, it’s helpful to go a little deeper. Success lies within the details, which can be ironed out by asking a few key questions. Arguably the most important question of all is whether or not the segment you have defined is large enough to support your business’ product or service. This will help you get an idea of whether or not this segment will fit in with your company’s business model.


The third step involves taking an even closer look at your existing data. Many types of data will assist you in your entry into a new market segment, such as the current purchasing habits and patterns within your desired market. The key is to focus on gathering as much information as possible.


Following these steps doesn’t in itself guarantee you success, but will go a long way in helping you to bring it about for yourself. When in doubt, do more research and don’t be afraid to ask question

White Papers for B2B Customers

Business to business selling, commonly referred to as B2B, can be a huge help in linking supplier businesses and wholesale outlets to their retail business customers. A common adage mentions that, over and above acquiring their desired products for the best price, what B2B customers really want at the end of the day is flawless customer service.
One of the biggest obstacles in the sales process is miscommunication between buyers and sellers on a fundamental level. This usually occurs when products and their descriptions become overly complicated and wordy. A great tool to overcome this obstacle is the humble white paper.

In layman’s terms a white paper is a summary of a complex issue into wording the average Joe can understand. By carefully constructing and supplying your customer with a white paper describing the benefits of your product, they will immediately become clearer on how exactly this product will benefit them. A white paper should always be as clear and to-the-point as possible.

There is no sense in struggling to communicate a point when it could be made simply and succinctly, eliminating jargon and other confusing terms that may be a barrier to a successful sale.

Knowing About Market Penetration

In the marketing sphere, it is often necessary to keep your fingers in many pies, so to speak, in order to maintain a competitive edge. When marketing a new product, it is of utmost importance to keep a close eye on your market penetration statistics. Market penetration, in a nutshell, refers to the extent to which a product or service is being purchased by customers in the current market. As one would imagine, the market penetration figures for a new product can give a real-world representation of the efficacy of a company’s marketing strategy as a whole. The more convincing you’ve been, the higher the number tends to be.

There are a number of strategies that exist to increase your market penetration, such as dropping the price of your product, bumping up the number of promotional schemes and encouraging non-users to take the plunge and try something new.

All in all, the market penetration figures for a product or service will give you a very clear impression of its popularity, and by extension can validate an entire marketing strategy. It gives a solid impression of the initial and ongoing impact your strategies are having on customers and as such, should be regularly monitored.

Price Comparison Websites are Not the Enemy

All things considered, businesses can learn a great deal from price comparison websites. Rather than viewing them as the enemy aiming to pull customers out from under your nose, you may wish to consider the value in using these sites for market research. The Internet is quickly becoming the number one place to source the next big bargain. Consumers tend to visit price comparison websites before making any major (sometimes even minor) decisions that require money-spending.

It isn’t all about finding the lowest price tag. Price comparison sites can be used to find out precisely who is selling what, how much products cost, and what buyers really think of the products they have spent their hard-earned money on. User ratings and customer reviews may very well be the most useful tool available to business owners today. Realistically, when launching a product, you need to know exactly what consumers are looking for, how other companies have let them down, and how you can take advantage of these companies’ shortcomings.

Price comparison websites offer the fantastic opportunity to do some trend-spotting. Find out which items are trending in which markets, and why. Hopping on the trend-bandwagon is generally a good start when you need to find a good angle in the market.

Market Analysis: Understanding your Customers

In order for any business to succeed, an understanding of customers’ wants and needs is vital. It is of the utmost importance to gain an understanding of your market long before you take a serious financial plunge. A properly structured market analysis will provide you with all the information needed to make smart choices further down the line. Without this solid foundation, any business may struggle to stay afloat, let alone play in the “big leagues”.

Consumer research is generally the best starting point for market analysi. In order to provide customers with a product or service that they truly need, you need to understand their behaviour a little better. Find out what makes your potential customers tick, and then find out how your product will be able to fulfill these needs. Open up the channels of communication, do a survey or two, and spend some time figuring out how you can gain the edge on your competitors. Do some trend-spotting, and zone in on any gaps in the market that your company may be able to fill.

Decide on your target market and then build the rest of your business plan around this focus. Play to your strengths.

Why White Papers Matter

Contrary to popular belief, white papers are not losing their punch. In fact, they are still one of the most valuable tools available to anyone wishing to market their business. White papers give your business proposal the extra “clout” needed to push it over the edge. Filled to the brim with facts, figures, case studies, reports, and analyses, a white paper is an invaluable marketing instrument.

White papers are thought of as some of the oldest marketing workhorses out there. “Old”, in this case, most certainly does not mean “outdated”. Perhaps the best aspect of a white paper is the fact that its major purpose is to educate rather than sell. In an age where sceptical millennials are in charge of many (if not most) important business decisions, hard selling is no longer the best option. Consumers are looking for more than a mere sales pitch; they want to learn, absorb information, or understand a particular message.

White papers should always have a firm foothold in ground-breaking ideas and thought-provoking innovations. The issues addressed should be clear, concise, and relevant to their time. All research should be substantive, in-depth, and lead to a conclusion that makes sense to the target market. In every section of content, the white paper should drive your point home, using as many relevant resources as possible.

What is Social Market Research

It seems fairly obvious that there should be many variations of market research, each one as important as the other. Social market research, in particular, is becoming increasingly more significant as millennials make their way up the economic food chain. Social media platforms (particularly Facebook, LinkedIn, and Twitter) are becoming the smartest way to obtain valuable information for businesses wanting to launch new products or services.

Social market research focuses on the behaviour of a particular target market. In order to accurately complete this type of analysis, one would need to gather information relating to the opinions, needs, attitudes and motivations of a group of people. This data can then be used to pinpoint which target market would benefit the most from a particular company’s products or services. Due to the inherent “openness” in the behaviour of most millennials, it is relatively easy to collect the information needed to complete the social market research process.

For a business to succeed in the Information Age, it is necessary to fully understand the target market. Customers are always looking to support businesses that are conveying a message or aiming for a socially conscious goal. Connecting with potential customers on social media platforms is probably the smartest move any business can make; inspiring communication whilst collecting valuable behavioural data.