Your customers are tough cookies. They’re extremely media aware and increasingly cynical – it’s a clever marketeer who can get through to them. Online surveys modernizes 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, it’s cheerful
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 survey analysis 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 create and design an online survey. Survey sites allow people who are interested in the benefits of surveys, rather than technicalities, to side-step the required programming skills and create relevant up-to-the-minute surveys, instantly – surveys that are even easier to complete than they are to make.

3. 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. Once advised of the survey’s URL anyone can link can to the survey at a time that is convenient to them, 24×7.

4. Everyone has got an opinion – and likes to give it
The majority of customers do not view surveys as spam and will in fact welcome the opportunity to voice their opinion and have the chance to make an impact on a brand. Online survey’s are an ideal way 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 your respondent’s head
You can lead a customer to an advertisement but you can’t make them think. Surveys have the advantage of engaging each respondent, who thinks 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 their attention and 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 when you have their interest.

7. Link your survey to other online information
One of the most important benefits of a survey is the ability to make inspired or useful connections instantly to other areas. By including links within the survey to websites that offer detailed information you are able to reinforce the marketing message.

8. Subtly does it
Surveys can associate a product with a number of positive attributes. By listing the many features of a product and asking the respondent how important they are, regardless of their response, the product will be associated with the features; if they are rated as important the positive impact is endorsed by the customer.

9. Not just marketing
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.
Take the example of 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. Promoting the cause is just the start as you can then use the feedback you receive to fine tune the overall marketing strategy.

10. Fresh topics engage interest
By thinking laterally a lively and imaginative approach to surveys could provide a ‘hook’ to engage respondents. The survey subject can be targeted at a particular group on a subject close to theirs hearts. The 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 to do and that is highly effective.

Attract traffic by providing a Public Survey section as many people who enjoy completing crosswords and doing word puzzles enjoy completing questionnaires. Low cost and automated, having a public survey notice board as part of a website will help increase traffic and establish a loyal and returning following. Unlike discussion boards there is no opportunity for people to disrupt the site by inappropriate remarks as the survey results are displayed in summary form enabling them to dispense with moderators and maintenance.

Customers do not associate surveys as spam and most 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.