The marketing fundamentals must remain as the lodestars in the marketing universe, to guide marketers through the cosmic confusion of changing media, changing technology and changing competitive forces. We have found that strategic tracking of consumer awareness, perceptions and behavior delivers essential marketing intelligence to help guide marketers through the turbulence and helter-skelter of rapid changes in marketing technology, media and distribution channels. The ultimate goal of marketing is to influence and control the ultimate consumer. Therefore, if the perceptions, attitudes and behavior of that ultimate consumer are monitored over time, we will know if the cumulative force of all marketing activities is influencing the ultimate consumer. If we track consistently, it is possible to monitor the effects of specific marketing programs as they are introduced.
Awareness is the single most important marketing variable in many product categories.
The strategic management of brand image is one of the most important goals of marketing. If you should decide to pursue strategic tracking research for your brand, here are some suggestions to keep in mind. Tracking research, like everything else, can be good or bad depending upon how you design and execute it. Telephone surveys are typically the best way to track awareness, image, and advertising message recall . Good sampling is essential .