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What Are the Questions that Marketers Are Asking Now? – Sapio Research Round Up

When we’re tasked with conducting research for clients, a question that we’re regularly asked is ‘how can we be more sensitive in our campaigns?’

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Hannah Baker
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The evergreen need

It goes without saying that the world has changed dramatically in recent years with a pandemic and the rise in social justice movements. The way people think, and feel has changed. To that end, when we’re tasked with conducting research for clients, but a question that we’re regularly asked is ‘how can we be more sensitive in our campaigns?’.

1. How should I be?

Social sensitivity is essential. Success depends as much upon EQ (Emotional Quotient) as it does IQ and we don’t envisage this changing anytime soon. In fact, quite the opposite. We believe that companies will want to know the specific areas and topics of sensitivity so that their campaigns can be reflective of and sensitive to the contemporary world. Armed with this information, companies can create the best possible campaigns.

2. What is the most important thing to do?

Having socially sensitive campaigns helps to tackle another common query: ‘how do we keep the audience interested in what we have to say?’. To put it simply, without audience engagement, how can a campaign be successful?

3. How do I deliver it?

Luckily, we think we’ve got an answer. In our research, we’ve found that video is consumers’ preferred medium for receiving content. Looking forward, we anticipate researching exactly how video should be used to optimise audience engagement.

Creating the best possible video, along with social media, can optimise your campaigns. It is not just a question of targeting audiences but targeting the right audience in the right way.

4. How do I prepare for the future?

Last, but by no means least, in our list revolves around the continual problem of managing risk: ‘how do mitigate risk when launching a campaign?’. Everyone wants their fresh campaign to succeed but you can’t know that it will before you launch. Often, you just have to hold your breath and jump.

This can be a scary step. Months of hard work are being released and there is no guarantee that it will land the way that it was envisaged. This trepidation has led to an increased desire to conduct a test run on campaigns before a full launch.

We happened across this detail in a study on AI and Marketing where 79% of respondents stated that they wanted to be able to test campaigns before launching them. Accordingly, we’re anticipating the companies will be looking into the possibility of piloting campaigns to achieve the best possible ROI. After all, that’s the name of the game.

4 key themes in marketing surveys*

  1. Social sensitivity is integral to any campaign
  2. Audience engagement is a perpetual problem
  3. Video is the best medium to maintain engagement
  4. Mitigating risk is always a consideration

This information does come with a caveat. Whilst we may know the questions and some of the answers, we aren’t omniscient. What we can promise, however, is that we are always learning about markets and looking for patterns.

If you choose to come to us, we will not only help you answer these questions, but also the questions that follow. Whatever the challenge, we’re confident that we can help you find the answer. It’s our job to make you look good and that’s exactly what we will do.

* These findings have been created by reviewing a series of Sapio Research recent B2B research projects conducted among marketers. Details and specific statistics have been omitted due to the confidential nature of the information therein. Nevertheless, the takeaways analysed here were found across multiple projects and have been rigorously checked to ensure that we have provided accurate analysis.