Impact of digitalization advertising, marketing and media research
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Conducting market research used to be too time-consuming, not to mention expensive. Thanks to the internet, market research has evolved from pen-and-paper surveys, one-on-one interviews, and focus group discussions into something more mobile, instant and convenient. Mobile market research capitalises on the widespread use of devices, such as smartphones, to ask questions, distribute polls, and analyse product usage. Market research has also made use of social media, collecting and analysing millions of posts across various social networking platforms to discover trends and reveal more information about consumers.
Through market research, businesses have several ways to improve their content, strengthen their calls to action, and eventually improve conversion rates. It has led to digital marketing searching for ever-more effective ways of using social and mobile media to be able to reach the people researchers need to get in touch with.
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