Marketing and market research used to maintain their own respective, very distinct camps. This is starting to change. Our CRO JD Deitch writes more about this for the American Marketing Association’s Marketing News blog, where he delves into how evolving consumer behavior is driving a need for companies to more closely align these two functions.

In the article, he explores several driving forces behind this changing landscape, including:

  • The digital ecosystem: Consumers have more demands than ever before for their attention online, making it more and more difficult for researchers to engage them for traditional research. In addition, all the digital activities they are participating in provide their own sources of passive data which is “being collected constantly with every interaction online.” This is shifting the role of the traditional “give us your data, we’ll give you an incentive” interaction.
  • Demands for speed: Driven in part by the digital reality outlined above, the “ linear process of research, delivery of findings, development of campaigns and outreach to consumers” will no longer suffice. Brands and companies need insights faster than ever before in order to attempt to stay ahead of consumer needs and preferences. This is forcing integrated platforms that use technology like automation in both the marketing and research camps. These functions are logically being brought together.
  • Revenue opportunities: All of these changes mean that research growth is slow. This is “causing research suppliers to pursue new avenues for growth.” They are seeking these avenues in the greater marketing ecosystem, because the “revenue potential here is significant and highly alluring.”

He concludes: “This sort of seamless integration means they will be delivering on clients’ total needs, thus closing the traditional gap between market research and marketing functions. But in doing so, research companies will be able to achieve their highest goal: delivering actionable insight that helps their clients make money.”

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