Market Research Mayhem
The 5 steps of market research
Define the problem, develop a research plan, collect data, interpret data, report findings
Billboards - traditional or digital?
Traditional – it's a physical/outdoor medium used to reach mass audiences.
Name one of the core groups of emotions used in emotional marketing.
Joy, belonging, pride, nostalgia.
Is direct mail considered a digital marketing tactic?
No – it is a traditional tactic.
What are extrinsic motivators in marketing?
External rewards - discounts; risk: reduces long-term loyalty.
A benefit of conducting market research.
Identifies customer needs and market opportunities
Reducing the risk of failure.
A key difference between SEO and PPC.
SEO is organic and long-term;
PPC is paid and quicker, short-term traffic
True or False: Sadness is a powerful trigger for driving engagement.
True – it can create empathy and drive action.
Explain "experiential marketing."
Marketing that engages consumers through real-world brand experiences or events.
Define cold calling - give 1 advantage and 1 disadvantage.
Calling potential customers unsolicited; advantage = personal; disadvantage = intrusive.
Difference between primary and secondary research.
Primary = data collected first-hand
Secondary = existing data from reports/articles.
2 examples of mobile marketing.
SMS, MMS, mobile apps, messaging apps, browser sites
Why does nostalgia work well in campaigns?
It connects people to positive memories and builds emotional bonds.
Two differences between influencer vs affiliate marketing.
Influencer = brand awareness via social clout; Affiliate = performance-based sales with commissions.
How does MaXhosa use storytelling to connect with their audience?
Showcased real-life moments like weddings; reinforced cultural pride.
3 key traits to include when segmenting your audience.
Demographics, psychographics, buying behaviour.
One traditional tactic and one advanced digital tactic for a local sneaker brand.
Traditional: Billboard near mall/TV/radio/mail/event
Digital: Influencer/PPC/social media paid ad/email campaign
What makes storytelling so effective for South African ads?
It creates personal, emotional relevance and cultural connection.
What is a KPI and why does it matter in a marketing?
Key Performance Indicator – it measures campaign success (e.g. click-through rate).
Fenty uses 7 strategies in social media marketing. List any 3.
Influencer partnerships, inclusive representation, user-generated content, brand storytelling, tutorials, community engagement, product variety.