Limitation of Digital Marketing Research
Digital Marketing Research is never 100% accurate. In any research, there are usually limitations and digital marketing research is certainly no exception because of many reasons why accuracy can be affected. Let’s look at a few of them; firstly, cultural differences. Some cultures are very open and discuss almost anything on social media. On the other hand, some are less open and people tend to express themselves less.
This makes it harder to generalise our findings on the global scale, which consider regional and regulatory limitations. (The link will take you to the Facebook page for assorted wisdom) Facebook and Google represent the sentiment of many people around the world but in countries like China and Russia other solutions are currently in place.
Market share can also vary if you’re using Google to determine what the market demand is, it’s worth noting that Google’s market share your country could be different. For example, the UK Google is almost 85% of the market share but in the USA it has about 70%.
The high of the market share, the more accurate way they can represent the data that we produce.Then, it’s also worth noting that off-line enquiries and phone sections are not recorded online. Conventional trading is very much alive. Therefore, online demand doesn’t demand total demand for a product.
Understand your findings
If 1 million people searched for an item online, they may well be another million people that didn’t use the item But physically went to a store in the search for their product.
Research Accuracy Factors
- Culture differences
- Regional and regulatory limitations
- Market share varies
- Offline transactions are not considered
It is useful to point out to stakeholders that the findings of our research are approximate and indicative without claiming 100% accuracy. Something for you to think about, is what factors are likely to affect the accuracy of your research? At work, what are the ecosystems that you will use for measurement? These are very good questions to ask before getting started.
Be Honest with Stakeholders What factors can affect the accuracy of your research at work?
As you can see conducting digital marketing research can give you access to all sorts of data and insights about her customers and competitors. This data can help you make informed decisions to grow your business and reach even more customers.
If you like to learn more about digital marketing research. There are a few resources that I would recommend, firstly explore the analytics. Be sure to check out the Google analytics that gives you detailed look at how you can use Google analytics to uncover insights about your company.