Consumer Marketing Research Innovation: Communication Tactics and Trends for Reaching Consumers

STUDY OVERVIEW

Technology advances continue to influence how organizations communicate with consumers and influence their purchasing decisions. At the same time, old standbys like publications and education in the marketplace continue to play an important role in informing consumers. Across industry sectors companies are finding success by focusing their communication efforts across a broad platform of tools and tactics that utilize both new technologies and more standard approaches.

Best Practices, LLC conducted this cross-industry benchmarking study to identify current and evolving approaches for consumer marketing and communication. This study presents data on the consumer communication tactics that organizations find most effective and which tools and tactics participants expect to be utilizing more in the next 1-3 years.

This study includes data on three segments: pharmaceutical companies, non-pharmaceutical companies and the Total Benchmark Class.

KEY TOPICS

• Consumer Communication Preferences
• Pharma Communication Preferences
• Non-Pharma Communication Preferences
• Trends in Consumer Communication
• Pharma Trends in Consumer Communication
• Non-Pharma Trends in Consumer Communication

• Effectiveness of various tools, technologies and channels that you use to communicate, educate, and inform consumers (Total Benchmark Class)
• Effectiveness of various tools, technologies and channels that you use to communicate, educate, and inform consumers (Pharma)
• Effectiveness of various tools, technologies and channels that you use to communicate, educate, and inform consumers (Non-Pharma)
• Usage trends for consumer education & communication tools and channels (Total Benchmark Class)
• Usage trends for consumer education & communication tools and channels (Pharma)
• Usage trends for consumer education & communication tools and channels (Non-Pharma)
• Innovative combinations of existing market research tools or techniques that have produced valuable insights

• Utilization – Search Engine Marketing Expected to Grow the Most in Next 1 to 3 Years: In terms of utilization trends, the use of search engine marketing and social media appear poised to grow the most in the next 1 to 3 years. Thirty percent of all participants said they expect SEM use to grow more than 10% during that period while another 22% expect it to grow up to 10%. Interestingly, while only 8% see social media as a very effective communication tool, over the next 1 to 3 years 21% expect it to grow in use by more than 10% and another 57% expect its use to increase by up to 10%. A majority of participants expect the use of 6 of the 11 communication tools measured to remain the same over the next 1 to 3 years.
  

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.