How Marketing Research Can Increase Your Return on Investment

The funds you have access to as a business need to be used wisely. As the business owner, you have the responsibility to spend your money in ways that can help you make more money at the end of the day. To get the greatest return on investment through your marketing, you need to do your research.

Understand Your Customers More

The saying goes that the customer is always right. But how can you expect to satisfy the customers if you do not know who they are, much less if you do not know how to reach them? In this case, a little research can go a long way. If you already have a decent following on social media, then you can use the provided analytics to see what kind of people your followers are and then track what kind of posts they respond to more. For example, if you learn that most of your customers are mothers over 30, your marketing strategy should focus on them.

Increase Relevance

Once you know who your customers are, you can understand your customer’s needs. To return to the earlier example of a market with mothers over 30, you want your product or service to help make some part of their lives better. If you are selling the newest toy, you might shape your marketing strategy in a way that shows the mother’s why their children would benefit from the toy. You can also reach your customers in a way that makes sense for their lifestyles. For example, addressable advertising lets you customize viewer experiences with more relevant ads. This type of advertisement would be great for homeowners or people who are online.

Targeted Advertisements

Customer research also helps you to invest your money in the right types of advertisements, as mentioned earlier. On social media platforms like Instagram or Facebook, you can use your research findings to launch advertisements towards a specific demographic. This is helpful because although you still need to pay for the advertisement, there is a high likelihood that the person who sees the advertisement will follow the link to your website. You can also know which platforms to focus on. For example, if your audience includes mostly young people, you will see more results from Instagram than Facebook.

With the right amount of time and research, you can increase your business’s return on investment when you focus on your customers. Nowadays, everything you need to know about your customers is online. All that is left for you to do is tailor your marketing towards their needs.

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Jonathan Alonso
CEO & Partner at, I have been marketing for 15 years, I don't consider myself an expert because there is still so much to learn in marketing. Marketing ideas are born every day and it makes for an exciting career, I am known for my skills in SEO, Digital Paid, and PR.