Hot marketing and research topics in 2015 and 2016 priorities | Joel Rubi...

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Hot marketing and research topics in 2015 and 2016 priorities | Joel Rubi...

http://blog.joelrubinson.net/2015/12/hot-marketing-and-research-topics-i...

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Dec
7

Hot marketing and research topics in 2015 and 2016

priorities
In: brand equity, customer journey, data driven marketing, digital marketing, market research, marketing, media,
shopper journey, social media
What were the hot topics in 2015 for marketing research? One barometer comes from over tens of thousands of page

views of my content in 2015 and identifying which blog posts were voted as most
important, treating each pageview as a vote.
The top ten for 2015 suggest the following research priorities for 2016

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Integrate and synthesize. Go beyond the surveyintegrate digital and social data along with surveys and sales
data into one data system. Give your DMP a second purpose beyond media targetingturn it into a fully loaded

7/3/2016 11:48 PM

Hot marketing and research topics in 2015 and 2016 priorities | Joel Rubi...

http://blog.joelrubinson.net/2015/12/hot-marketing-and-research-topics-i...

intelligence engine that you use to query insights out of. This will fundamentally change tracking and
segmentation research.
Predict and act, going beyond insights and embrace the world of action. Embed the insight into prediction
equations of future share, equity, and which individual is most likely to respond to an ad exposure. This not only
makes insights more useful, it validates that the insights are true.
Fix and trim stuff that has never worked well and where expenses are needlessly bloatedsegmentation,
concept testing, and brand tracking are top of the list
Move to decision time from slow and retrospective research systems. Anything that is brand and campaign
tracker-like really needs to be refreshed in close to real time to affect marketing tactics and improve ROI.
Strategic and foundational research can move slower because the cadence of such decisions does not demand
real time.
Understand customer journeys that intertwine shopping and media behaviors and environmental exposures (e.g.
seeing someone else use a product in public, walking past a store display) as a framework for fully integrated
communications and experience planning
Here are my top ten blogs in 2015, starting with the most viewed
What marketing research must do differently in a data driven age. Marketing research thinks it has always been data
driven but it really has been study-driven in a data poor age. That wont be good enough going forward. Market
research must tap into the digital data deluge so insights have tactical relevance while keeping the brand strategic.
Why the insights value of digital data cannot be ignored (LinkedIn pulse blog). While a paid ad impression says that
the consumer is interesting to the advertiser, digital data gives us something newit reveals if the brand is interesting
to the consumer. The basis of always-on marketing and a new source of brand metrics.
The future of research by one of its agents of change (interview with Larry Friedman, recently retired CRO at TNS).
The future of Mkt Research is to bring it beyond insights and into the world of action by using digital and social data
and yes, still surveys.
Four new approaches to consumer segmentation in a digital age. Written two years ago, this is a perennial winner with
over 3,000 shares! Traditional consumer segmentation is maddening because it is rarely actionable. Here is how to fix
this in a digital and social age. See the more recent companion piece to understand how your DMP can leverage your
segmentation for more effective targeting.
Clients have unmet needs yet you cant get a meeting (Advice from Joan Lewis, Former SVP Global CMK Procter).
Dear suppliers: lead with your capabilities that stretch client thinking about possibilitiesyou have 15 minutes! Then,
maybe then, if what you have is interesting, I will open up about my issues.
The 5 point purchase intention questions sucks, or does it? New product failure rates are unacceptably high but is it the
fault of bad research or the media strategy? Can we use contemporary digital targeting approaches to concentrate
efforts on those most likely to become triers?
Conclusive proof that social media predicts salesnow what? Written last year but still going stronga landmark
study proves that social media data are quantitative and predictive, so now we must create research protocols to
harness their full transformative power.
How do you build brand meaning in a digital age? Digital IS a brand building mediumIF you create valuable content
and share your brand values as a force of attraction to encourage consumers to spend more time with your brand

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Hot marketing and research topics in 2015 and 2016 priorities | Joel Rubi...

http://blog.joelrubinson.net/2015/12/hot-marketing-and-research-topics-i...

One simple marketing metric? MASB and marketers need to keep looking The new MASB brand metric wont make
marketing better. Here is the preferred alternative
Marketing thinking fast and slow Despite the change in marketing from slow to fast decision making based on
automation, algorithms, and datamost research teams are still operating as if its a slow world. Researchers must start
reporting results in decision time (fast for tactical action, slower for strategy and foundational learning)
And one bonus, not a blog but a slideshare presentation: What behavioral economics can teach us about shoppers
(Presentation given at IIeX Behavioral Conference, posted on Slideshare). How behavioral economics helps us to
understand and influence shopper choice processes and outcomes.
Success in 2016 requires a foundational pieceyou need to understand how the digital data ecosystem works to
support marketing activities to begin exploring insights possibilities. Its scary to some but I have created workshop
materials that explain and demystify, helping to equip a number of insights teams via workshop materials that have
positioned them for success in a digital age.

Tags: 360 media, advertising, behavioral economics, brand loyalty, brand tracking, branding, brands, digital marketing,
market research, shopper marketing, social media

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