Marketers can establish themselves as knowledgeable sources and build brand awareness with the surveys.
Understanding customers’ mindset can be easier with a survey at each stage of the funnel. The survey data can be utilised to enrich the CRM and immediately address the consumer’s need or problem helping build their affinity towards the brand.
Survey results can help marketers understand whether the consumer is in awareness, consideration or decision-making stage. With appropriate data, brands can guide consumers towards the product they are looking for, whereas traditional ad pitches may seem promotional, irrelevant and untimely for the user at that time.
Marketers can use this data to not only anchor consumers, but also drive conversion with customised follow-ups and support. The author says that this information can be further used to build a cohesive communication strategy and customer-centric brand experience.
[9 minute read]