WOT Analysis: The Good, the Bad and the Ugly

The best place to begin laying the groundwork for a successful cross media marketing program is with a thorough and revealing exploration of your strengths, weaknesses, opportunities and threats, which many know as a SWOT analysis. We can identify the attributes and conditions that work in your campaign’s favor, as well as those that may be harmful. With this information, gathered through primary and secondary research, we gain the insight we need to begin planning for success.

Primary Research

First-hand Information Gathering

Nobody knows your business or organization marketing goals better than you, so we’ll need to talk face-to-face. Actually, you’ll do most of the talking and we’ll do the listening.

Research with Target Audience, Current Customers or Current Members

Connect with a representational sample of your audience to learn all that you can about their needs and opinions. Working with you, Darwill can identify and connect with your target audience via:

• Your own customer/member base or through list purchase
• Online surveys
• Telephone interviews

Secondary Research: Leveraging Published Knowledge

Where primary research involves direct conversations, our secondary research approach leverages data and information that’s already been gathered and compiled in the following ways:

• Online
• Published studies
• Publication scans