Search Engine Land posted a study (featured on Chatmeter) reporting that 9 out of 10 smartphone owners use virtual voice assistant services. Almost half of smartphone owners use voice assistant services daily. Most impressive is a study claim that almost ninety percent (90%) of smartphone users say they are likely to request driving directions to a business after a local-voice search.
Study results like the one mentioned above suggest that voice search is already impacting marketing. Businesses should consider finding ways to implement voice search into existing multichannel and omnichannel marketing efforts.
A recent blog posting featured on NextPage demonstrates several ways to combine local SEO (Search Engine Optimization) with Direct Mail to increase brand and/or product visibility. Such ideas include (but are not limited too) the following:
· Encouraging Direct Mail recipients to visit and comment about your brand online
· Using Direct Mail to promote your brand’s social media presence (e.g., encouraging consumers to follow your brand on Twitter, Instagram, etc…)
· Maintaining a digital presence on sites like Google Business and Yelp while using Direct Mail to invite guests to your physical location
· Featuring QR codes that let consumers link to your brand’s blog, twitter account, video, or website
· Taking advantage of Direct Mail’s ability to add a personal touch to complement your existing digital marketing efforts
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Many publications and podcasts have been touting the rise of voice search since 2018 began. For example, Forbes recently published an article titled, “The Continued Rise of Voice Search and How Your Business Can Leverage It” on January 29, 2018. Voice search poses many benefits for both businesses and consumers. Is interest in voice search actually gaining traction despite recent praise by prominent sources?
The trend graph above shows that online search requests for the phrase “voice search” on Google are noticeably lower than reported in years past. Roku and Amazon Fire are contributing to a resurgence in voice search interest though.
Businesses and consumers can benefit greatly through improved voice search technologies. Do not to go overboard with recent voice search hype until voice search technologies prove to be viable staples for your search optimization strategy.
Entrepreneur Magazine recently featured an interesting story about the importance of podcasts. Approximately 24% of the U.S. population currently listens to podcasts; podcast listenership is expected to rise in the upcoming years. About 68 million people actively listen to podcasts. Millennials, consumers between ages 18 and 34 years old, account for 44% of all podcast listeners. More than 50% of podcast listeners have a bachelor’s degree, or higher.
Millennials prefer podcasting to comparable digital and social media information sources (e.g., blogs). Podcasts give consumers an ability to listen on demand when they want. Podcasts are becoming ever increasingly popular due to an uncanny ability that allows educated millennials to consume digital information on the go.
Why does Podcasting Matter?
Many podcasts attract consumers across niche categories. Comedy, news, sports, politics and business are among the leading podcast genres. Marketers should participate in podcasting (e.g., host podcasts, be a guest on podcasts, sponsor podcasts, etc…) to reach desirable market segments.
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Probability sampling is more accurate than non-probability sampling (Trochim, 2006). Probability sampling allows researchers to collect a random set of data to minimize sampling bias. Non-probability sampling is not as accurate as probability sampling; however, can sufficiently meet research objectives at a fraction of the cost and time necessary to attain probability sampling data.
Judgment sampling methodology is a type of non-probability purposive sampling. Judgment samples take place when a researcher chooses participants based on certain attributes (Cooper & Schindler, 2008). This sampling technique is typically used during the beginning stages of research. It can also be used to select a partisan body for examination. Judgment samples do not provide the same level of accuracy as probability sampling techniques. Judgment samples should not be written off entirely though. Judgment samples can provide directional insights to guide future research endeavors.
Many organizations operate with minimal marketing and research budgets. This is particularly the case with small businesses which may not perform marketing research altogether to avoid perceived expensive research costs. An organization can perform initial low-cost judgment sampling to clarify points of emphasis before moving forward with more expensive market research projects. For instance, a marketing director might think their widget manufacturing company has little brand awareness. A low-cost judgment sample analyzing widget industry digital (e.g., social media) postings can in fact reveal that online brand awareness about the widget manufacturer is better than expected. The marketing director can now decide whether to further pursue a brand awareness study, or research different areas of interest (e.g., customer service and/or product quality).
In conclusion, judgment sampling is not as accurate as most probability sampling methods. Judgment sampling can be a less expensive way to achieve research objectives. Organizations should determine research budgets and goals prior to partaking in probability, or non-probability sampling. Ultimately, determining marketing research goals will contribute to better judgment and marketing research outcomes.
Cooper, D. & Schindler, P. (2008). Business Research Methods. McGraw-Hill Irwin.
10th ed 372-402.