How to use SurveyMonkey for modern marketing with examples from experts
What’s the one superpower that’s found in today’s leading marketing professionals? If you ask us, it’s curiosity. It’s what fuels insights and innovation. It’s what can turn a hunch into a winning strategy, or a simple survey into an organization-wide conversation.
That’s why SurveyMonkey launched the inaugural Curiosity Awards, to celebrate marketing professionals that are driving what’s next for their businesses, industries, and communities. Partnering with Adweek, who profiled each winner on its site, we invited three Curiosity Award winners to share their experiences and insights on how they're shaping the future of marketing through innovative, data-driven approaches.
The panel featured Abby Forsyth, brand manager of corporate & culture at Maple Leaf Sports & Entertainment (MLSE); Elizabeth Montavon, director of athletic marketing & social media at Parity; and Alicia Cappelli, head of media partnerships at eBay, each offering unique perspectives on how curiosity drives their work.
In this post, we’re looking back at their secret sauce for connecting with target audiences, standing out from competitors with authenticity, and maintaining creativity in data-driven environments.
To view this or any other Curiosity Con 2024 sessions, watch all videos on-demand here.
Abby Forsyth: Community building is key
Abby from MLSE emphasized the importance of creating reciprocal relationships with consumers. She explained, "I think one thing when I think about the future of marketing that's gonna be interesting is I see marketing really needing to become reciprocal."
Abby stressed that consumers are increasingly asking, "How do I feel valued? How do I feel rewarded in exchange for my loyalty?" This shift in consumer expectations means brands need to focus on building genuine communities rather than just pushing content. Abby's work, particularly in sports marketing, involves thinking about how to create experiences that truly resonate with fans and make them feel part of something bigger.
Elizabeth Montavon: Data-driven storytelling is the future
Elizabeth from Parity highlighted how combining data with authentic storytelling can create powerful marketing campaigns. She shared an interesting example: "I'm really curious about how much professional women athletes support the economy of sporting goods and services without receiving the benefit of investments and endorsements."
By conducting a survey with their athletes, Parity uncovered surprising data about how much female athletes spend monthly to maintain their professional careers. Elizabeth emphasized, "When we shared that information with our audience, they were absolutely astounded." This approach demonstrates how data can be used to tell compelling stories that challenge assumptions and drive change in the industry.
Alicia Cappelli: Balancing data and creativity
Alicia from eBay stressed the importance of using data as a guide while still maintaining creativity in marketing efforts. She explained, "We're a very data-driven company, but thinking outside the box, being original, being innovative, can be really challenging when you have all this data in front of you."
Alicia emphasized the need to take a step back from the data sometimes and consider the broader picture: "If we're just looking at data, for example, it could be challenging to make those unilateral decisions. We have to take a step back and go, 'Where are our customers?' Take outside-in data versus inside-out." This approach helps eBay stay relevant and adapt to changing consumer behaviors, especially when targeting younger generations like Gen Z.
Key takeaways: Putting customer insights into action for marketing
From this dynamic discussion, it's clear that curiosity is the driving force behind innovative marketing strategies. Whether it's exploring new ways to engage with customers, uncovering surprising data insights, or staying ahead of generational trends. Their experiences underscore the importance of not just gathering data, but using it creatively to tell compelling stories and drive meaningful change.
Authenticity matters
All three marketers agreed that authenticity is crucial in modern marketing. Alicia mentioned, "Consumers are very smart. They want to feel valued and they want to feel heard." She added, "I think we'll see being authentic and being original come back in marketing in the next couple years." Elizabeth echoed this sentiment when discussing influencer marketing, praising creators who are “accidental influencers" because "there's just so much authenticity in that." This focus on authenticity extends to how brands interact with their communities and how they approach partnerships and influencer relationships.
Embracing curiosity
Our Curiosity Award-winners shared how they stay curious in their roles. Elizabeth mentioned being "really curious about how we can take the integration between data and the creative side of things and take it deeper. I would love to see marketing campaigns be proactive versus reactive." Abby expressed curiosity about solving real-world problems: "I'm really curious about how we can start to make the world of sports look different for girls and how we design things that maybe help solve what is obviously, like, a root problem happening at a young age."
While Alicia focused on future-oriented curiosity, stating, "Gen Z and remaining relevant to the next generation is constantly what I'm curious about." This ongoing curiosity drives innovation and helps these marketers stay ahead in the ever-evolving marketing landscape.
How to modernize your market approach
- Employ data-driven storytelling: Use SurveyMonkey to conduct targeted surveys that uncover unique insights about your industry or audience. Like Elizabeth's revelation about female athletes' spending, use these surprise findings to create compelling narratives that captivate your audience and drive engagement.
- Leverage authenticity and reciprocity: Create surveys that ask your customers how they want to be valued and rewarded. Use these insights to develop loyalty programs or community initiatives that truly resonate with your audience, fostering the reciprocal relationships Abby emphasized.
- Use curiosity to bridge the gap between technical and non-technical teams: Conduct internal surveys to understand the perspectives and challenges of different departments. Use these insights to facilitate better communication and collaboration, following Alicia's approach of being "naturally curious" in cross-team interactions.
- Don't overlook micro-influencers and creators: Identify and understand niche influencers in your industry. Gather data on their audiences, engagement rates, and content styles to inform your influencer marketing strategy and find authentic partners for your brand.
- Stay relevant to younger generations: Regularly survey Gen Z and younger millennials about their preferences, values, and behaviors. Use these insights to adapt your marketing strategies and product offerings, ensuring you remain relevant to the next generation of consumers.
Remember, in the world of marketing, staying curious isn't just an option—it's a necessity. Keep asking questions, challenging assumptions, and letting your curiosity lead the way.
Want to learn more about how you can leverage curiosity in your marketing efforts? Explore all the ways you can use SurveyMonkey to uncover brand, market, and customer insights. Click here for details.
