Customers are tough. They are extremely media aware and increasingly cynical and it is a clever marketeer who can get under their skin. Online surveys reinvent the traditional format and offer a unique way of interaction – all the benefits of the internet without the programming. Here are ten reasons why they may be the silver bullet marketeers’ need, complete with examples supplied by Martin Day, managing director of Survey Galaxy – one of a new breed of websites making online surveys quicker and cheaper

1. It’s cheap
Select the right survey website and creating surveys can be free of any charge and the cost to publish is minimal.
Useful information derived from surveys can be reused and repackaged in other marketing and PR for use in press outlets making it a very efficient form of information gathering.

2. It’s very easy
Anyone can develop and publish an online survey. Online surveys are quick and simple to create and design, no programming skills are required and when publishing completing the surveys is straight forward.

3. Multiple deployment options
Promoting an online survey can be via email (with a link enclosed), through a link from a website or as a referenced by other forms of advertising. Anyone who has the link can be connected instantly to the survey, at a time that’s convenient to them, 24×7.

4. We have an opinion – and we like to give it
Customers do not often view surveys as spam and the majority welcome the opportunity to voice their opinion and the chance to have an impact on a brand. They can be particularly good for broaching sensitive subjects with concerned employees; a survey asking a workforce on their opinion of change allows the key issues to be raised in a positive manner and encourages employee participation. Online surveys allow the message to reach each individual and invite feedback in a manageable form.

5. Get inside their heads
With traditional advertising you can lead a customer to an advertisement but you can’t make them think. Surveys actively engage the respondent, who think about the question before giving their response.

6. Seize the opportunity
It needn’t all end at the end of the survey – while you have the respondent’s attention and they are in the mood you can ask if they want to sign up for more information or a regular newsletter – making the most of the window of opportunity where you have their interest.

7. Have you also seen….
Maximise the interest of those responding to your survey by referencing related information. By embedding links within the survey to other websites that offer more detailed information you are able to reinforce the marketing message.

8. Subtle marketing
Use surveys to associate a product with its positive attributes. By listing the features of a product and asking the respondent to say how important they are to them, regardless of their response, the respondent will associate the product with the features.

9. Not just selling
A survey is an effective, quick and easy method to help promote and gain acceptance for a difficult proposal; such as a public body trying to gain acceptance and support for a particular scheme.
For example take a city trying to gain support from the general public for their bid to host a future Olympic Games. A survey can explain each benefit putting the respondent in a much better position to appreciate what the real advantages are that might just combat any negative headlines. Not only do you promote the cause but you also gain useful feedback that can be used to fine tune the overall marketing strategy.

10. Engage interest
Think laterally and a lively and imaginative approach to surveys can provide a ‘hook’ to engage respondents. The survey subject can be targeted at a particular group on a subject close to theirs hearts. A survey’s marketing message can take the form of a simple brand awareness message by stating that the survey is being sponsored by brand name, or by finding a link from the subject matter to the product – something that is surprisingly easy and highly effective.

Discover the benefits of including in your website a Public Survey section as many people who enjoy completing crosswords and doing word puzzles enjoy completing surveys. Having a public survey notice board as part of a website is a cost effective and automated method that will help increase traffic and establish a loyal and returning following. No need for moderators as unlike discussion boards there is no opportunity for people to disrupt the site by inappropriate remarks as the survey results can be displayed in summary form.

Customers do not often view surveys as spam and the majority welcome the opportunity to make their voice heard and a chance to have an impact on a brand.

Many of the techniques and a few more are contained in the following Sample Marketing Survey.