Ten Reasons to Market to the Online Generation Using Surveys and Questionnaires

Your customers are tough and demanding. They are extremely media aware and increasingly cynical and it is a clever marketeer who can get under their skin. Online surveys modernizes the traditional format – all the benefits of the Internet without the programming. Here are ten reasons why they may be the silver bullet marketeers’ need, complete with examples supplied by Martin Day, managing director of Survey Galaxy – one of a new breed of websites making online surveys quicker and cheaper

1. It’s cheap
Select the right survey website and creating surveys can be free of any charge and the cost to publish is minimal.
Information harvested from surveys can be reused and repackaged in other marketing and PR for use in press outlets making it a very efficient form of information gathering.

2. It’s very easy
Anyone can create and design an online survey. Using an online survey website only basic browser skills is required to create professional looking surveys that when published ate simple to comcomplete.

3. Canvas the world
Once the survey is online it’s a simple step to promote it, either through email (with a link enclosed), via a link from a website or referenced by other forms of advertising. Anyone who has the URL can be connected instantly to the survey, at a time that’s convenient to them, 24×7.

4. Everyone has got an opinion – and likes to give it
Customers like surveys – they’re not seen as spam, but as an empowering opportunity to make their voice heard and a chance to have an impact on a brand. They can be particularly good for broaching sensitive subjects with concerned employees; a survey asking a workforce on their opinion of change allows the key issues to be raised in a positive manner and encourages employee participation. Deliver a message to individuals and then have the feedback collated in a manageable form.

5. Get inside your respondents heads
With traditional advertising you can lead a customer to an advertisement but you can’t make them think. Surveys actively engage the respondent, who read and then think about the question before giving their response.

6. Building relationships
It needn’t all end at the end of the survey – while you have the respondent’s attention and they are in the mood you can ask if they want to sign up for more information or a regular newsletter – making the most of the window of opportunity where you have their interest.

7. Link your survey to other online information
Perhaps one of the strongest elements in a survey is the ability to make inspired or useful connections instantly to other areas. By including links within the survey to websites that offer detailed information you are able to maximise your marketing effort and reinforce the marketing message.

8. Subtly does it
Use surveys to associate a product with its positive attributes. By listing a product’s features and then asking the respondent to score on how important they are, regardless of their response, the product will be associated with the feature.

9. Not just marketing
A survey is an effective, easy and quick method to promote and gain acceptance for a difficult proposal; for example a public body trying to gain acceptance and support for a particular scheme.
Take the example of a city trying to gain support from the general public for their bid to host a future Olympic Games. With a survey you have the opportunity to explain each benefit putting the respondent in a much better frame of mind to appreciate an argument and be more positive in their response. Unlike other forms of marketing as well as promoting a cause, useful feedback can be gained that can then be used to fine tune the overall marketing strategy.

10. Engage your target group
Thinking laterally a lively and imaginative approach to surveys can provide the ‘hook’ to engage respondents. The survey subject can be aimed at a particular group on a subject close to theirs hearts. A survey’s marketing message can take the form of a simple brand awareness message by stating that the survey is being sponsored by brand name, or by finding a link from the subject matter to the product – something that is surprisingly easy and highly effective.

Attract more people to your website by providing a Public Survey section as many people who enjoy completing crosswords and doing word puzzles enjoy completing surveys. Having a public survey notice board as part of a website is a cost effective and automated method that will help increase traffic and establish a loyal and returning following. No need for moderators as unlike discussion boards there is no opportunity for people to disrupt the site by inappropriate remarks as the survey results can be displayed in summary form.

Customers do not often view surveys as spam and the majority welcome the opportunity to voice their opinion and the chance to have an impact on a brand.

Many of the techniques and a few more are contained in the following Sample Marketing Survey.