Varos Glossary

Marketing Intelligence

What is Marketing Intelligence?

Understanding marketing as a whole is essential to articulating what marketing intelligence is. The term "marketing" now encompasses a wide range of activities that are used to increase the visibility and interest in a company's goods and services.

As marketing rapidly blurs the lines between the digital and the real worlds, companies must start incorporating advanced marketing intelligence tools like cutting-edge tactics using alternative data and AI into their tried-and-true marketing intelligence systems.

  • When a business decides to enter a new market, it uses marketing intelligence or information gathered from outside sources, to guide its strategy. It's the first thing the corporation looks at when deciding whether or not to invest.

To this end, marketing intelligence and planning are constructed from a broad range of data, including consumer sentiment, to give businesses comprehensive and actionable insights into market circumstances.

The Importance of Marketing Intelligence

Market information is crucial to a company's prosperity. Collecting data, analyzing it, and putting it to use are all essential in making good use of market intelligence.

  • Market intelligence is one of the most important factors in developing successful strategies for a company's growth and prosperity because of the advantages it provides.

Here are a few reasons why knowing your market is essential for your company.

  • Achieving a firm grasp of your market standing requires that you use surveys to gather market data is a great way to get a thorough grasp of the industry. You can learn a lot about the market, your potential customers, and the strategies of your rivals. Through this analysis, a business may better comprehend its place in the market and adapt its tactics appropriately.
  • Assessing your product. You may get useful information about market trends, consumer interest in various product aspects, and desired product specifications by conducting market intelligence surveys. With this data at hand, you can better assess your item and make informed business choices.
  • Finding out who your target audience is. By conducting surveys, companies may quickly narrow down their intended audience for various goods and services based on their responses to these surveys, which help them gather market information.
  • Analyze the competition. Business intelligence for marketing is a broad area. To be competitive in today's world, it's essential to regularly assess the marketplace and learn as much as possible about your rivals. This knowledge allows companies to adjust their offerings and develop new approaches in response to the competition.

The Different Types of Marketing Intelligence

Marketers may use a wide variety of techniques to get useful insights into their industry. Let's look at some of the most typical approaches:

  • Group discussions with a focus on a certain topic. Selecting participants for a focus group by hand allows for a more representative presentation of the target demographic. A moderator leads a group conversation by asking participants a set of questions beforehand. Marketers may use this information to learn more about their target audience's true feelings and thoughts, helping them to craft more effective ads in the future.
  • Mail Surveys. Sending out mail surveys is a cheap approach to pull lots of people. Although there has been a move in recent years toward technological resources, this approach may be useful for groups undertaking outreach in areas where the availability of technology may be limited.
  • Forms. Marketers may discover more about their intended audience by having them fill out forms, which often ask for demographic data. These are often carried out by a researcher, and they offer deeper insights into objective data as opposed to the subjective opinions or general comments of customers.
  • Polls. The main difference between a poll and a questionnaire or survey is that polls tend to just ask one question. Polls have a greater response rate because respondents don't have to spend as much time thinking about their answers as they would on more open-ended questions used in other research methods.
  • Field Trials. Because they enable marketing teams to try out new initiatives while reducing advertising waste, field trials are a great way for firms to test out various factors about their product or brand. A new product may be tried in a few outlets, or a different advertising strategy might be used in one area. The success of such pilot programs will determine whether or not they will reach a wider audience.
  • Questionnaires. Marketers may also use surveys to get their message out to a wide audience. It may be done online or offline, and it can help marketers learn about their consumers in both ways.