Market Research

Content aggregation is as old as the Internet but it was only recently that companies took advantage of it to use in marketing research. By definition, content aggregation is the act of collecting data and articles of the same topic and putting them together in one place for use in other content distribution purposes. In the recent years, businesses have become more aggressive in market research and strategies to keep up with the fast-paced technology.

There are two kinds of Content Aggregation: Data Collection and Web Scraping. Collecting data has always been a daunting task. It takes expertise and time to be able to collect data that is relevant to a business for market research. The right data is crucial in making business decisions, customer profiles, and enhancing operations. Web scraping on the other hand, is automated in nature. In both kinds of content aggregation, hiring a third party organization to do it for your business is recommended. Content aggregators already know how and where to look; it is their job. While you focus on your business operations, let someone else do the research that is also vital in marketing.

The most common content aggregation today is social content aggregation. Gone are the days when followers and consumers would regularly visit a company website. In the advent of social media, people are more drawn to Twitter, Instagram, and Facebook to know more about certain companies and their promotions. Social content aggregation means that followers can visit the company site and still see social media content there. There would be a dedicated page for the aggregated content and followers can see updates in real-time.

As already mentioned, content aggregation is mainly used for marketing research. Here are reasons your marketing research is improved through aggregation of content:

  1. All data is stored in one place. This makes it easier for a business owner to check for data because everything he needs is in one place. There is no need to look elsewhere and only one login access is necessary versus having to remember various usernames and passwords.
  1. Increased productivity. If all required data is found in one place, users are more efficient because they save time thus raising productivity.
  1. Search results are comprehensive. Content aggregators can do better data collection and can find more relevant data. Businesses can have access to full-texts instead of just having to settle for metadata.
  1. Search results are ranked by relevance. Businesses doing market research can easily see relevant data because content is already ranked based on the relevance of the documents. A regular metadata search on some topics is sometimes randomized so data returned may not even be useful to the market research.
  1. Advanced search features for all providers. Again, there is ease in searching in the powerful research-optimized search engine being provided by content aggregating companies. The marketing arm of a business entity does not need to learn other searching techniques, which equals to time saved.
  1. Click through with ease. Users who wish to visit the source page can simply click through from the search engine to the original content provider without having to ask for authorization.

When doing market research, collecting relevant data and content to support the recommendations is very important. The results of a market research depend heavily on whatever data is collected. Data collection, however, takes so much time and effort. Content aggregation through a third-party company is the perfect solution to this. Hiring content aggregators to collect data in aid of the company’s market research is the more efficient and productive way these days. They are more experienced in this field after all.