Secondary Research
The practice of collecting existing data from various sources to inform digital marketing strategies.
Description
In the digital marketing industry, secondary research involves gathering data that has already been compiled, published, and made available by other entities. This data can come from a variety of sources such as industry reports, market analysis, academic papers, and publicly available statistics. Secondary research helps marketers understand market trends, consumer behavior, and competitive landscapes without the need to conduct original research. It's a cost-effective way to gain valuable insights that can guide marketing decisions and strategies.
Examples
- A digital marketing team at a retail company uses industry reports from Forrester Research to understand e-commerce trends and consumer preferences. This helps them tailor their digital ad campaigns to target the most relevant audiences.
- A startup in the tech industry analyzes publicly available market data from Statista to identify potential market gaps and opportunities. This data informs their content marketing strategy and helps them position their product more effectively.
Additional Information
- Secondary research is often quicker and less expensive compared to primary research.
- Reliable sources of secondary data include government publications, trade associations, and academic journals.