As technology continues to change how businesses and offices respond to new challenges, a sense of disruption can be felt throughout industries. Despite these disruptions, emerging technologies also provide companies with new resources and avenues through which to learn more about audiences and to interact with them. Historically, research and marketing have been two entirely separate concepts, but businesses today understand that the possibilities of technology combined with the demands of competition mean new challenges must be met. Here, Angel Business Suite explain why a growing overlap between marketing and research will mean better outcomes for all.
According to Angel Business Suite’s Operations Manager, technology is the primary culprit in this changing environment. “Fifteen years ago, businesses had to rely upon research firms to drum up information about their audiences, and then had to find marketers willing to provide their services to target these people”, she said. “Today, however, most of these functions are combined under one roof – some businesses are even handling their own marketing and research components in-house in order to save money and be more efficient”. The prevalence of the World Wide Web and the constant demand for quick responses has fuelled such trends.
Even the smallest offices and businesses have the ability to combine research and marketing techniques under one roof via the use of analytics. Angel Business Suite recently covered the topic of analytics programs for web traffic and conversion analysis with its clients. Some programs are free and widely available, allowing offices and businesses to track customer behaviours, employee productivity and audience demographics. Such information would have been costly and less precise even just ten years ago, but the fundamental shifts of technology in the workplace have made it possible to discover who comprises a target audience and what behaviours are most common.
As continued growth, fusion and synergy between marketing and research evolves, Angel Business Suite and others will continue to advise its clients on how to best navigate changing conditions in the workplace and beyond. With more open-sourced possibilities available now than ever before for businesses, challenging the status quo with respect to competition is more important than ever. Many businesses, offices and brands that make the right forward-thinking decisions will inevitably outlive their competitors and expand their market dominance to new and exciting places. The fusion of marketing and research is but one example of how a more uniform, in-house office approach will be necessary to survival in the coming years.