Google (GOOG) commissioned a survey recently through MarketCast to find out the habits of moviegoers in connection with doing research on the Internet concerning movies they hear about. Online Media Daily talks about the various results of the survey.
What I want to mention about this is the use of surveys or studies to reinforce your marketing plan. For example, one of the points that Google makes from the survey is, that 17 percent of the moviegoers questioned said that the Internet was the determining factor is deciding which movie they wanted to go and see.
Right after that Google mentions that movie studios only spend 2.6 percent of their marketing budgets online.
Do you see how Google positioned themselves here? They get a company to take a survey that Google obviously had some information about, but couldn't offer that information from their own research because it would be considered suspect. So they commission a company to perform a survey confirming their existing information. The results were obviously similar to Google's figures.
Then from those figures and results they announce the lack of spending by media companies on Internet advertising.
Of course who is it that can supply the media companies' needs? Google of course. As a matter of fact they just started a site last month that includes movie trailers and a search service for films that also offers information on local theaters along with reviews of films.
Google knows that the market is being underserved and hires a survey company to confirm their own data. With those figures in hand they than offer the information out there that studios are missing out on a lot of the action by not putting more of their ad dollars into the online marketplace. Guess who will get the majority of those dollars when the media companies respond?
What kind of data do you have and how can it be used as a marketing tool to promote your products?
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