By Vinaytosh Mishra

1. -Vinaytosh Mishra
B-Tech (Electronics), IIT-BHU (Varanasi)
MBA (Marketing & Operations), Institute of Management, Nirma University
Post Graduate Diploma in Statistics & Computing (ISc. BHU)
Specialization in Digital Marketing, University of Illinois, Urbana Champaign
SESSION-2

2. Agenda
• What is market research?
• Why market research?
• What is process of market research?
• Types of market research
• Tools for market research
• Content Marketing Strategy
• Content Creation
• Content Distribution
• Case Study: Coca Cola Company

3. What is Market Research (MR) ?
• “Market research helps you make informed
business decisions. It involves systematically
gathering, recording and analyzing data about
customers, competitors and the market, and
turning this data into insight that can drive
marketing strategies and campaigns”.

4. Online MR
Traditional and online market research have the same goals and underlying
principles, but online market research has the benefit of using digital technology,
which provides a range of benefits:
1. The Internet is always on, meaning that data are readily available at any time.
2. Many of the processes for finding, gathering and storing data can be automated
(for example, you can get an automatic email alert if someone mentions your
brand, or you can set up self-administered digital surveys).
3. You have access to a large number of participants around the world at the click
of a button.
4. A lot of the information you will use is already being automatically collected
(such as web analytics and social media data) – all you need to do is access it.
5. People are often happy to share their own research, insights and methodologies
online, so you can access this trove of resources to inform your own research.
6. Online market research can be much more cost effective and quick to set up
than traditional research techniques.

5. Why MR?
The objective of Market Research is to gain insights
into your consumers – this can include:
1. What customers want and need from your brand
2. What customers like and dislike about the brand
3. Why customers buy the brand’s products or services
4. Why potential customers might choose your brand
over another one
5. Why (or why not) customers make repeat purchases

6. Type of Business Manager
Customized
Research
Use Secondary
Research
Laggards

7. Market Research
Key Concepts
• Research methodology
• Qualitative and Quantitative
data
• Primary and Secondary
Research
• Sampling
– Random
– Non Random
Research Methodology
1. Establish the goals of the
project
2. Determine your sample
3. Choose a data collection
method
4. Collect data
5. Analyze the results
6. Formulate conclusions and
actionable insights (for
example, producing reports)

8. Online Research Methodologies

9. Content is King!
Content marketing is a marketing technique of creating and
distributing relevant and valuable content to attract, acquire,
and engage a clearly defined and understood target audience –
with the objective of driving profitable customer action.
(Content Marketing Institute, 2013).

10. Content Strategy

11. Content Planning

12. Different Forms of Content

13. Content Audit

14. Resource Planning
• Content marketing touches on a number of departments in an
organization.
“Marketing, sales, customer service, corporate communications, human resources
and website management teams should all be aware of the content marketing
strategy for a business”.
• Coordinating content between these teams can be challenging if not
impossible if turnaround times are tight. This is why it is important not
only to look at where content production should live in your organization,
but also to map the workflow of content creation, an essential function.
– Are designers involved?
– Where does quality control take place?
– Where can a piece of content be adapted and reused on a different
distribution channel?
• Centralized Vs Decentralized Content Team
• In-house Vs Outsourcing Decision

15. Always on Content Planning

16. Content Distribution
• Rather than focusing solely on driving readers to your owned media
spaces , such as your website, consider how to create content that
engages with your target audience in the spaces where they are active.
• Algorithmic curation is a term that refers to the algorithms platforms have
created for dealing with information overload.
• Various platforms, like Facebook and the search engine Google, use
algorithms to filter out the amount of information that is delivered to
users.
• Each algorithm will use a number of factors to determine what is actually
relevant and interesting to the person doing a search, or looking at their
news feed.
• One of the factors that influences whether a piece of content is
considered relevant is how much an individual engages with the brand’s
presence on that platform over time.
• Content for Email is different from content for social media

17. Brand Style Guide
• This document guides anyone creating content for a brand
at any
time.
1. What is the tone of voice and brand personality?
2. How is it best represented visually?
3. what are the brand colors and fonts?
• This can be a challenging document to put together.
It is also a document that tends to be ‘live’ – it is
constantly updated as the brand and content landscapes evolve and new
conventions need to come into play.
• Persona Map: The persona map assists content creators in focusing
on those for whom they are in fact creating content, and what the
motivations of consumers would be.

18. Content Calendar
• Content calendars assist
the content marketer in
planning the content
they will be sharing,
across which platforms,
and when.
• The more advance
planning is undertaken,
the easier it is to react
quickly to tactical
opportunities.

19. Work Flow Map
• A workflow map documents the path a piece
of content takes when it is created. A
workflow map assists you in streamlining the
content creation process.
• What are the steps in approval?
• How is it optimized for digital publishing?
• Who has final sign off?
• Is it a duplicate of existing content?
• where else can it be used?

21. Case Study
• Coca-Cola Company

22. Thanks