The Benefits and Boundaries of Ad Tracking Surveys
19 Dec 2017

The Benefits and Boundaries of Ad Tracking Surveys

The benefits and boundaries of Ad tracking surveys are endless. Helping ensure that your advertising campaigns and communication continue to have a positive impact. By gathering quantitative data from consumers regularly, you can benchmark and audit a brand’s health and change strategy according to the outcome of the results. It is important for all ad tracking surveys to be customized to your needs, many setbacks are due to one-size-fits-all solutions that may not be appropriate to your brands needs.
So what exactly are the main benefits and boundaries of Ad tracking surveys?

Initiating a tracker prior to a full ad launch allows the ad to create KPIs to measure the success of your advertising initiatives. Then, once the advertising is launched, the desired outcome is for the ad to be remembered by as many consumers as possible, that the advertisement is credible, is perceived to be communicating its intended message, and is liked. It is also key to determine if the advertisement outperforms the competition.

There is an opportunity to move beyond traditional ad tracking surveys and measure advertising awareness to exploring a changing marketplace and bringing context to consumer behavior.

At Provoke Insights, our standard ad tracker will longitudinally track scores such as ad awareness comparing a brand to its competitors. We have also introduced the Ecosystem Ad Tracker to connect any dots that the ad tracker leaves unjointed. This supplemental product brings additional depth and context to what is happening in the industry. We will measure if KPI’s are being met, conduct social listening, and analyze secondary data to further deepen the knowledge, web and search results will be analyzed as well as industry trends and public relations.

For more information on Ad Tracking studies and our Ecosystem Ad Tracker to provide a 360 connection please contact [email protected].

Jewelry Industry Fine Jewelry Research – PR Newswire
14 Dec 2017

Jewelry Industry Fine Jewelry Research – PR Newswire

 

This post summarizes Jewelers of America’s 2017 consumer and retail market study, conducted by Provoke Insights. This fine jewelry research shows that visiting a jewelry store remains a key step for shoppers, even as e-commerce grows.

According to the study, 64 percent of consumers who purchase jewelry visit a jewelry store and speak to a jeweler during their research. This is 26 percent more than for other luxury products. Seeing jewelry in person and talking to an expert helps customers feel confident about their purchase. Consumers who speak to a jeweler are more likely to buy locally rather than online.

Gifting drives much of this behavior. Forty percent plan to give gold jewelry as a gift in the next year, while 32 percent choose sterling silver, colored gems, or pearls. Half of consumers say fine jewelry holds sentimental value and celebrates special moments. Forty-three percent have purchased or received jewelry as a gift in the past year, and over one-third plan to buy jewelry soon.

Retailers face competition from online sellers, but the in-store experience remains strong. Thirty-nine percent of jewelers say e-commerce is their top challenge, yet only 34 percent have an online store. Instead, jewelers focus on highly trained staff and excellent service to attract shoppers. Many consumers still appreciate the ability to see, touch, and ask questions before buying a valuable piece.

This fine jewelry research shows that even in a digital age, trust and personal service set local jewelers apart. Fine jewelry buyers continue to rely on expert guidance and the emotional connection that comes with shopping in person.

Provoke Insights supports Jewelers of America by delivering the data that helps retailers understand consumer trends and strengthen customer relationships.

Want to see our latest trends research on the affluent consumer?  Check it out here.