How Market Research Shapes Digital Strategy
This article was published on October 24, 2025
Categorized in: Digital Marketing
There is a lot that goes into creating a digital marketing strategy. That is because the core of digital marketing is multifaceted. It needs to serve a variety of purposes at once, all while keeping in mind your business goals. It’s unwise to consider each branch of digital marketing as a separate entity. Each foundational element, like content marketing, SEO, social media, and even AI marketing, need to be considered with the big picture in mind, while also honoring their individual purposes.
This means that creating a strategy is about more than just coming up with a plan. The plan needs to be developed involving data in order for it to be an effective one, and market research falls into this category. Here’s a look at how marketing research actually shapes your digital marketing strategy.
Understand Your Audience at a Deeper Level
In order to truly connect with your audience, you need to understand them. After all, your audience is what this is all about. These are the people that could become paying customers. There are several strategies in place for understanding your audience, and market research is one of them. You need to understand who they are, what they do, what makes them tick, and more.
Market research will give you some deep insights that you might not be able to get on your own. It could give you glimpses into the intangibles, such as what motivates them, their values, and their overall behaviors. This is the “why” behind their actions, and without market research, it will be much harder to do this. Since the goal is to connect with your audience on a deeper level, these insights are valuable.
Identify the Right Channels and Opportunities
One of the most important uses for market research is that it can shape your digital strategy by showing you exactly where you need to be in order to attract the right audience. Although there are many options related to digital marketing, and each business should do most of these, some are better than others. For example, depending on your business, your audience may heavily populate one social media platform, but not the others. For branding purposes, you might want to be present at all of them, but most of your resources should be spent on the one that gets the most action from your audience.
Market research will show you which platforms, methods, and even brands that your audience trusts. It will also help you understand how they interact with brands online, and can even show you what kind of content resonates with them the most. For example, do they like long-form content or do they prefer short videos? Market research gives you these insights.
As you can see, market research can be a game changer when putting together a digital marketing strategy. This is a tool that we all have at our disposal, and it is worthwhile to use it. In the end, it’s the market research that could inform your decisions and shape the very nature of your strategy.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is a digital marketing expert and President of Brick Marketing. With 25+ years experience, he specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
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