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4.10 The bigger picture

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  • Understanding your market is the foundation of every marketing activity, online or off. If you don’t know who you’re speaking to, or what your audience cares about, it’s unlikely that your message will resonate with them.

    Market research will define the content you create across channels like email marketing, digital copywriting, SEO and online advertising. It helps you find your audiences on social channels by indicating where they spend most of their time, and how they like interacting with your brand. It also helps you meet their needs by defining the touchpoints they expect from your brand, especially when it comes to creating web and mobile channels.

    The more data you can gather about your audience, the better you will be able to optimise and improve your marketing efforts. Market research is an excellent supplement to the quantitative data you can gather through data analytics.

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