This is a guest post by Ilona Hetsevich.
There has been a steady and inexorable march of all things Web-based over the past 15 years. Alongside the rapid growth of e-business, online marketing has changed the way that enterprises reach out to customers forever. As the capacity to more closely interact with customers has increased – through email subscriptions, social media and mobile devices – then so has the capacity to build up a detailed profile of their online habits and personal preferences. Market research has existed since at least the 1920s, and customer surveys have been a big part of this.
The superlative effectiveness of the online survey
Given the above, it is hardly surprising that the rise of online surveys has been so swift and absolute. The online survey is an incredibly powerful and cost effective string to your online marketing bow, as it is able to gather such a large amount of information from such a large number of people for such a low relative outlay. Marketers can also call upon many a free online survey tool to make designing the surveys, compiling the data and analyzing the results. Thanks to such features, online surveys can provide a massive boost to a company’s marketing efforts.
Sweeping across the private and public sectors alike
Nowadays online surveys rule the roost, being taken up enthusiastically by every kind of business. To give one example, in the hotel and hospitality sector online surveys have almost completely replaced paper “feedback forms” in rooms or even follow-up emails. Large retailers woo customers by adding them to subscription lists and emailing them online surveys with added incentives of discounts and special offers. The public sector has also seen the efficacy of online surveys – such as Canada’s education department, which last summer launched a massive survey aimed at students in 550 schools in order to find out more about the issue of bullying. @
No limits for the future
For Web-based businesses, the take-up of online surveys has been even more extreme, since they can be used as part of an overall marketing strategy that builds stronger relationships with the customer and allows data-gathering to be combined with promotional campaigns. There is seemingly nothing that online surveys cannot help with from a marketing point of view, and as online shopping increasingly becomes the norm, it is likely that their “world domination” will only increase over the next few years.
Ilona Hetsevich writes on behalf of dotDigital Group PLC. She is highly interested in web analytics and market research. She knows 4 foreign languages, is fond of traveling and hiking, and spends free time by exploring new cultures and trying foreign cuisine.