We are looking back on 2017’s most popular blog posts on Provoke Insights to determine what people want to read about marketing.
Interestingly, the number one spot is Tech Companies… What’s Your Brand Strategy? This is one of our oldest blogs. We wrote this way back in September 2015 but it just goes to show, first of all, that nothing is ever lost on the internet! And secondly, this blog becomes more relevant everyday as the tech industry continues to grow at a rapid rate. With more and more technology based brands launching, there is a need to have a consistent marketing strategy based on research and insights. Often we see tech companies who start with tactics first and result in a flimsy advertising plan. Having worked with a handful of tech companies this year, we have learned that each brand has a diverse and unique need.
Next up, Millennials, Fine Jewelry, and the Luxury Category – this blog again is an oldie but a goodie. The piece was written in December 2016 but gained traction for what I can only assume to be the need to understand this generation’s uncommon spending habits within the luxury category. The media talks endlessly about how millennials behave, how to reach them, and what they’re buying. This blog’s popularity may have stemmed from the need to better understand this generation that has caused such a stir. We were so interested in the topic because we did a four-part research project with Jewelers of America in 2017. It included a segmentation that highlighted millennials as a primary target for a national jewelry campaign. You can read more about that here.
The third most popular blog was written at the beginning of 2017 – 7 New Trends in Market Research in 2017. In this blog we ran down a list of new technology and innovative ideas to revitalise a market research strategy. We’re happy to say our predictions were right and we used almost all of these trends in 2017 and plan to use more of them in 2018. From what we know, these trends are going to continue into 2018 with the added rise of smartphone-based research. Applications on smartphones have the ability to track users locations, gender, age, purchasing habits, and app usage. All of this data can be sold to whoever wants it – there’s a possibility that market research firms will take advantage of the data. Until there’s a framework in place to regulate this – all of the data is fair game.
We’d like to wish you all a Happy New Year from the Provoke Insights Team. We are launching our updated advertising research study at the end of January. Keep an eye out for new blog posts with original information from the research study about advertisers, in-house marketers, the pitch process, stress levels in the workplace, media and advertising budgets, and much more. You can also sign up here to be the first to receive the newsletter about it.