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GlobalWebIndex is a leading provider of digital consumer insight and home of the world’s largest survey on the connected consumer.

We maintain a global panel of over 20m consumers, providing data from over 40 countries to leading brands, agencies and media organizations. We help them make more strategic decisions in an ever more complex marketing landscape.

We set ourselves apart through our unique fusion of analytics and survey data, and our technology-powered solution that offers end-to-end marketing insight.

Delivered in an intuitive platform, we enable clients to go far beyond demographic data, analyzing consumer behaviors, perceptions, interests and attitudes.

Automotive, Computers – software, Drinks (Alcoholic), Drinks (Non-alcoholic), Entertainment – in home, Fashion/Clothing, Finance/Investment – Business, Finance/Investment – Personal, FMCG – General, Food, Gambling/Online Gaming, Home Entertainment, Information Technology, Interactive Entertainment, Internet/New Media, Media (Broadcast), Media (Mobile), Online, Pets/Petcare, Retail, Social Media, Sponsorship, Sport/Leisure/Arts, Telecommunications, Toiletries/Beauty Products, Travel/Tourism, Wellness/Fitness
Access Panels, Audience Measurement, Coding/Data Entry, Consultancy, Custom, Internet Research/CAWI, Mobile Web Surveys, Omnibus Surveys, Online Results and Data Portals, Online Surveys, Panels, Quantitative, Questionnaire Design, Report Writing, Syndicated Surveys, Tabulation & Analysis, Tracking
Advertising, Analytics, Business-to-Business, Communications/PR, Concept Testing, Consumer, Data Analytics, E-Commerce, Emerging Markets, International, Media Monitoring, Online Panels, Social Media, Usage & Attitude, Web Analytics
Affluent, Baby Boomers, College/University Students, Digital Consumers, Ethnic Minorities, High Net Worth, Hispanic Markets, Kids, Mature/Midlife, Mothers/Parents, Single Parents, Unemployed, Women, Youth/Teens
Africa, Australasia, Canada, Central America, Central Asia, Central Europe, China, Eastern Europe, India/Pakistan, Japan, Middle East, Northern/Western Europe, Pacific Rim, Republic of Ireland, Russia, Scandinavia, South America, UK, USA
Senior Contacts

Jason Mander (Chief Research Officer)
Tom Smith (CEO)

Breakdown of Personnel

Admin/Support staff: 20
Executive/Research staff: 40
Non-research: 100
Data processing: 30
Total Number of Employees: 101 to 500


25 Farringdon Street
Tel: +44 (0) 207 731 1614
Establishment date: 2009

International Address

22 W 38th St
New York
NY 10018
Tel: +1 347 719 4453

Ermou 56
Athina 105 63

Insight for SMEs: 10 Ways to Make Digital Advertising More Cost-Effective

Digital advertising continues to grow, and for good reason.

Our data shows consumers are most likely to discover brands through online ads, followed by in-app. This highlights the need for brands to be more present online, regardless of size.

For SMEs, the benefits of having a strong online presence are clear, but with increasing demand comes higher costs.

Luckily, there are ways to keep costs low and ensure the right spend is allocated to the right audiences, in the right ways. Here’s how.

1. Validate your targeting.

Exploring behaviors across time, location, devices and platforms in minute detail helps you fine-tune your targeting.

This information not only tells you you’re targeting the right people, it ensures you’re using the most cost-effective approach by not putting spend where you shouldn’t.

By investing in fully integrated tracking tools like GWIQ Analytics, you can consistently paint the most complete picture of your audience.

Key takeaway: Don’t waste money targeting the wrong audiences.

2. Analyze their online activities.

With granular consumer data, you can start analyzing the online behaviors of your target consumers.

Identify the social channels they spend their time on, what they use them for, which websites they prefer, and what their purchase journey looks like.

This tells you exactly which channels are worth the investment, minimizing waste in those less relevant to your audience.

Key takeaway: Only invest in the channels that are right for your audience.

3. Focus on the right social media platforms.

Once you know which social media platforms your target audience prefers, focus on those.

Having an effective, all-encompassing social media strategy doesn’t have to involve significant budget and manpower.

Once you narrow your strategy down to the most essential networks for you, you can ace your engagement where it counts. By building a loyal, engaged social following, you’re getting the benefits of word of mouth, as well as better, more targeted results from your online ads.

Key takeaway: Focus on the social platforms that will give you the best return.

4. Know what journey stage they’re at.

Having a clear idea of your target consumer’s path to purchase is crucial for any small business to succeed.

By staying ahead of your audience at each stage, you can figure out how to best target and engage them.

Key takeaway: Don’t rely on assumption. Get reliable insight into the purchase journeys of your target consumers.

5. Don’t just rely on the what.

It’s not enough to know what your target audience is doing online.

To avoid wasting spend and blindly following them, you need to understand why.

Using an extensive data source like GlobalWebIndex, you can dig deep to find out why your target consumers do what they do.

This gives you insight into the motivations, preferences and attitudes that define them, and enables you to form more consumer-centric ideas.

Key takeaway: Use robust data to find out why your consumers do what they do in the digital space.

6. Explore their interests.

To maximize your reach, it’s essential to go one step further to understand what interests you should be tapping into.

This will tell you which topics your consumers care about, unveiling new opportunities for engagement.

Influencer marketing is a tried and tested approach, closely tied in with consumer interests. Here’s an example of how it can be done.

7. Analyze their device usage.

As shown in the chart above, 22% of online consumers are likely to discover brands through ads in-app, on mobiles or tablets.

Combine insight like this with data around your target consumers’ interests, and you can shape a strategy to fit, investing only in the devices that are right for your audience.  

Key takeaway: Don’t waste money optimizing your campaigns for the wrong devices. Find out which ones your consumers use most and put your spend in the right place.

8. Tailor your message.

For your message to hit home, personalization needs to be at the very heart of it.

By combining insights around your target consumers’ behaviors and interests, you can create a truly personalized message that’s sure to resonate.

Key takeaway: The more personalized you can be, the better. Use deep consumer insight to put it into practice.

9. Invest in the content they want.

It’s all well and good knowing what channels and content are most popular – but are they right for your audience?

To compete, small businesses need to get smart about what they produce, leading with data as opposed to educated assumption.

Find out what kind of content your audience is interested in by analyzing the latest trends.

This way, you can tailor your content strategy to fit.

Key takeaway: Content marketing is key for small businesses, but the most effective strategies are driven by data.

10. Evaluate the effectiveness of your campaigns and retarget with care.

Know that what you’re doing is working. This is the only sure way to see the real ROI, allowing you to tweak and optimize as needed.Retargeting can be an effective way to capture leads already familiar with your brand. But bad retargeting can result in a bad brand image.

Start with ads that appeal to your audience’s needs, behaviors and interests by combining behavioral analytics with deep consumer insight.

Key takeaway: Before you start retargeting, make sure your data is reliable.

Leading with Insight

There are endless opportunities for SMEs in the digital space, despite fears of oversaturation and a perceived lack of budget.

Smaller businesses can reap the benefits by leading with robust consumer insight.

With this level of understanding, you can tailor your online ads, both in creative and placement, to fit the consumers you want to reach.

This means no more wasted spend and a data-driven strategy that ensures you get the most out of your budget.

Source: GlobalWebIndex blog

“GlobalWebIndex helps us think smarter and get ahead of our competitors.” - Digitas / Publicis

“This data gives our clients the answers that no one else is able to provide.” - BuzzFeed

“With GlobalWebIndex, we can get smarter quicker.” - Barefoot Proximity

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