the impact of content on users;
• relevance of content;
• roles and demographic data of users.
When to use surveys
Keep in mind that surveys are not suitable for all types of content and work better combined with blog or email newsletters. Surveys are an interactive format that is most effective on interactive platforms.
In addition, it should be noted that there are several types of surveys. For example, a company can make a blog post and run a survey through the SurveyMonkey platform, or post a message on Twitter with a special question. Each method has its advantages and disadvantages.
7 key points of a good survey
To be effective and gather the necessary information, the survey must satisfy the following requirements:
Brevity: follow the principle of brevity. Ask a question, choosing, if possible, the most concise formulations to avoid loss of customer interest. Reduce excess words and create surveys that won’t take a lot of time. No one will spend 20 minutes on answering questions. Or, if they still find the time, they will randomly respond, randomly choosing answers in an attempt to complete survey faster.
Details: do not ask questions for which you do not need answers. Also, do not combine multiple goals in one survey. If you are trying to figure out why customers are on your web site, ask only those questions that will lead to the your marketing goals. Each question has a specific focus. If you do not need a username, do not ask about it. Everything is very simple.
No restrictions: every question should be well-formulated and open. By asking such questions, you give the opportunity to answer in a broad manner, which will allow you to get more accurate information. Moreover, asking questions, such as “Why do you think so?”, after the usual “Yes” or “No”, you can describe a more complete picture.
Gradual: each question should be asked individually. If you post one poll on Twitter, that’s great. If you are creating extensive polls, be sure to consider each item separately. Do not force users to view all the information in advance or to overload with data.
Consistency: even if you manage to compose the best survey in the world, most likely it will not help if you do not compile a constant scale for comparing all your surveys. For example, on a scale of one to five, five should always mean one. This will help to avoid inaccuracies in both customer responses and your own interpretation.
Neutrality: One of the mistakes is the creation of tricky questions. It is not in your deal to write questions that lead visitors to a specific answer. This will only confuse and give incorrect results. For example, you should not say, “Recently you abandoned service provider X due to poor service and moved to our company, which will provide the best service. How do you feel about our company?” Instead, it’s better to just ask, “What do you think of our company?”
Timeliness: studies show that polls sent via e-mail are best opened and worked out on Monday, Friday and Sunday. Perhaps the results will vary depending on the clients, so analyze the existing behavioral factors and send out letters in accordance with this.
By creating surveys that incorporate these traits, marketing department receive reliable and accurate data from customers. This makes it possible to evaluate the quality of the content and determine if customers are willing to receive any other information. This allows you to grow your business and give visitors exactly what they need.
Conclusion
Content marketing has a long road to success. In 99% of cases, most likely, you will not be able to get immediate results.
Joe Pulizzi gave the following advice: “Build your content first, and then create the product.”
Analyze your audience, then create products that meet the needs of customers, as well as content. In the long run, this will give good results. Customer-oriented content marketing is the most successful form of content marketing.
USING PRODUCT PLACEMENT ADVERTISING TECHNOLOGY IN MODERN CINEMA
Смирнова Ксения Андреевна
Студентка 1 курса магистратуры
Факультет маркетинга
Российского экономического университета им. Г. В. Плеханова
Ильина Александра Владимировна
Студентка 1 курса магистратуры
Факультет маркетинга
Российского экономического университета им. Г. В. Плеханова
Научный руководитель
Фоминых Наталия Юрьевна
Профессор кафедры ИЯ№1
Российского экономического университета им. Г. В. Плеханова
Abstract
This article discusses the use of Product Placement advertising technology in modern cinema, as well as specific examples of using Product Placement.
Key words: Product Placement, advertising, movies
Product Placement is an advertising technique where props are used in movies, TV shows, computer games, music videos, or books that have a real brand. This is a type of BTL advertising. In this type of advertising, the viewer is shown the product or logo while watching. On top of that, the product may even be mentioned in the production as a high quality product. This type of advertising has become a very relevant topic. According to an online survey by WPP Groups Lightspeed Research, 75% of Americans say that the large number of brands on television and in movies make it difficult to follow and enjoy the storyline. Also, experts believe that due to Product Placement, the line between reality and advertising has become blurred.
The features and formats of Product Placement are clear today, but the question of the effectiveness of this type of advertising is still open. Even abroad, where the new advertising technology developed years ago, its effectiveness is not well studied. Such research is quite expensive. Therefore, instead of conducting expensive surveys, companies prefer to place hidden ads in other projects. Many Western film companies offer focus group testing, but even they themselves are skeptical. Therefore, the main problem of Product Placement is unpredictability. Results have shown that using Product Placement can increase sales. For example, developers of online games say that the memorability of information obtained from
