John Malcolm has spent over 30 years working in B2B marketing and PR, mainly in marketing communications (now often referred to as “content marketing”). He has also specialised in qualitative market research, and the design and implementation of marketing strategy.
Content marketing - tailoring informative marketing messages, sharing your knowledge, demonstrating your expertise - is an increasingly important activity for many businesses. The more customers know about you, the more they will deal with you - if your content marketing is relevant and accessible.
The value of qualitative research
Using external researchers is a valuable way to gain insights into customer perspectives. Customers are often willing to share a surprising amount of information in research interviews, and these comments can identify or confirm competitive strengths and weaknesses.
Qualitative market research also provides real-life testimonials and proof statements which give added credibility to your content marketing.
As JDM Marketing, we have worked closely with many SMEs on creating and implementing their marketing strategies. This includes collaborating with talented long-term associates (photographers, graphic designers, web designers, video cameramen and editors) on the production of fully-integrated marketing communications and activities.
John Malcolm is a Member of the Chartered Institute of Marketing (MCIM), and a past Chairman of the Aberdeen Branch of CIM.