Desk Research

Description

In the digital marketing industry, desk research is an essential practice that involves collecting data from existing resources rather than conducting new, original research. This approach leverages information found in reports, articles, studies, and databases to inform marketing strategies and decision-making. It is cost-effective and time-saving because it uses readily available information. Desk research can provide insights into market trends, consumer behavior, and competitor activities, which are crucial for creating effective marketing campaigns. By understanding what has already been discovered and documented, marketers can avoid redundancy, identify gaps in the market, and build strategies that are both innovative and grounded in existing knowledge.

Examples

• A marketing team at a small e-commerce business uses desk research to analyze industry reports and consumer behavior studies. They discover that there is a growing trend in eco-friendly products, which leads them to develop a new line of sustainable goods.
• A digital marketing agency conducts desk research to gather data on competitor advertising strategies. By examining case studies and existing marketing campaigns, they identify successful tactics and common pitfalls, helping them to craft more effective ad campaigns for their clients.

Additional Information

• Desk research is also known as secondary research.
• It is an effective way to gather background information and context before undertaking primary research efforts.