A good marketing strategy must always be based on measurable objectives and activities must always proceed step by step.
Of course, the ultimate goal of all companies is always to increase sales and earn more , but this is not a goal that can be achieved immediately. It is necessary to work towards intermediate objectives, such as brand awareness through web, social and offline channels, customer loyalty , customer engagement , up-selling and cross-selling: all benefits of sms marketing activities that will allow any brand to remain in the minds of its consumers and / or users. And this is where the marketing strategy comes into play, which must necessarily evolve and change over time based on the analysis of KPIs, or the results obtained, but also taking into account the increasingly dynamic needs of the target audience.
As anticipated in the previous paragraph, marketing today can no longer be based on simple sensations and emotions.
When you decide to open a business, you need to know the market in which you intend to operate, study the target audience and conduct surveys and polls to best design the project with the relative strategy. Obviously, the more the business goes on, the more it is necessary to deepen the knowledge, work towards objectives and collect as much data as possible to improve the positioning of the brand for the target audience . All this in a context in which privacy has taken on an ever-increasing importance in the eyes of users, so much so that the big names in the digital world and the competent authorities are already taking their measures.
It all started with the iOS 14 update , which saw Apple ban the tracking of users' online activities, unless they specifically consented, and which caused no small amount of problems for advertisers, especially for Meta. Google also subsequently announced the blocking of third-party cookies on Chrome by the end of 2023, which is leading us towards a real cookie apocalypse. To this we must then add the early retirement of Google Universal Analytics in favor of GA4 , a step accelerated by the historic warning from the Privacy Guarantor against Caffeina Media.
In this scenario, therefore, it becomes essential to collect data from your users independently and with alternative proprietary solutions, such as walled gardens , which we can literally translate from English as “fenced gardens”.
Walled gardens are platforms protected and controlled by a single company, very useful for data ownership purposes . For example, apps such as Snai4fun or EdisonVille are included in the walled gardens , which collect personal data from their users thanks to customer engagement initiatives such as Surveys , Instant Poll and much more.
Prize surveys for market research
