Greek Consumer Perspective on Marketing Effectiveness!
An exclusive research on consumers (plus infographic).

What kind of marketing do consumers really want?
The current population of Greece is approximately 10,746.74 and the average daily time spent using internet per capita in Greece for 2016 was 140,4 minutes. Interesting, don’t you think? Hold on… It was found that the daily time spent per person is expected to increase! A forecast says that by 2018 the daily time spent per person is expected to increase from approximately 140,4 minutes in 2016 to 144,4 minutes in 2018. Now, it’s getting interesting.
What does that mean for the marketers?
Marketers and brands need to step up their game in order to keep up and engage with the consumers. But nowadays everyone is online . . . and offline obviously! What can marketers do about that? Is there enough data concerning Greece consumers? Are they satisfied with their marketing results? In this digitalised world that we are living in, data is everything! It’s a digital age!
Brands should be everywhere! They need to take advantage of Online & Offline channels combined as a unique marketing approach. They need to keep up and engage with the consumers constantly in order to win them!
Thus, during my diploma thesis for my MBA studies, in order to better understand the current consumer and the impact of the most wide-spread marketing tactics upon them, I went straight to the source and conducted an online survey targeted to the consumers!
The voice of consumers, on a new comprehensive study solely for the Greek individuals!
In the infographic below, you will see all of my research that refers to consumers regardless of their age. You can also find another research I conducted, with the same data, on millennial customers. After I collected the entire data, I just filtered out the Millennial segment within the survey responses (18-to-36 year-olds) and the findings I came across are somewhat amazing. Click here to see the millennials research!
The findings of this exclusive research will give you an analytical approach on which marketing tactics grab consumers attention, attract their business, and influence their buying decisions. Don’t forget that we are living in a period of time where the inbound vs outbound marketing battle is on the rise. Every possible, reliable and comprehensive data source that comes up much be thought as gold in the hand of every marketer!
The complete inbound vs outbound marketing survey on Greek individuals is available to you and the findings you will presented here are very intriguing and useful for your marketing approach.
What kind of marketing do consumers really want?
The problem of the study lies in the abundance of shallow topic coverage in Greece without comprehensive knowledge of those presenting the coverage. Myriads of websites and blogs present narrow approaches and suggestions concerning consumers. This is not enough!
The research objective is simple, is the current marketing approach implemented by marketers to the point or do marketing tactics need radical changes in order to maximise marketing response?
Questions on the horizon
What do consumers really want?
Are the well-known marketing tactics and channels still an effective ingredient of the marketing mix? Better yet, is inbound marketing any better in the eyes of the consumer? Does outbound marketing have any force upon the consumer’s decision making?
But the most important of all is, what kind of marketing do consumers really want? What are they longing for in order to attract their attention and interest?
Methodology
In May 2017, I conducted an online survey of more than 500 Greek individuals. The only restrictions of this survey were consumers to be internet users and over 18 years old. The participants of this survey were asked 13 questions regarding their opinions on recent engagement with various marketing and advertising media and tactics that marketers are using nowadays such as Traditional Advertising, Social Media Marketing, Search Engine Marketing, Content Marketing e.t.c.
Important notes before you continue:
- This survey is based on a previous research conducted for the US individuals by Franctl & MOZ that had teamed up to examine various marketing tactics’ efficacy and efficiency in 2015.
- Within the survey questions the clarification of “traditional advertising” term was defined as TV, radio, billboards, and print ads.
- I provided participants with visual and verbal examples of terms they may not have been familiar with, such as display ads, ad retargeting, and sponsored story links.
- The majority of participants were between 18 and 36(74,35%).
- The majority of respondents were female (63,2%).
Overview
Here’s a glimpse into the findings:
- Most likely to have a positive influence on buying decisions: Online search, Customer reviews, Social media, Traditional advertising and Online articles.
- Most likely to have a negative influence on buying decisions: Press releases, Mobile app ads, Paid search and Email marketing.
- Most effective to attract their business: Appearing in search results, Direct mail and Posting on social media.
- Popular methods for self-education: Doing online search, Visiting a company’s website and Customer reviews.
- Most-noticed digital ads: Social media ads, Display ads and Mobile app ads.
- Best outbound channels for grabbing attention: Traditional advertising, Social media ads, Direct mail and Email marketing.
A few notes:
The consumers appear not to choose content as their first choice, although 74,95% said they had read an online article within the week of being surveyed, but I think there is a reason why that happens. Just think about what social media would be without content? Consumers don’t recognise marketing tactics such as Social Media Marketing, PPC, Content Marketing, Inbound Marketing e.t.c. they simply choose the most intriguing channels, either online or offline, at their own unique perspective.
Consumers want to form their own opinions about a company, a product or a service rather than be served a cold marketing message.
Is Traditional Advertising tarnishing? I don’t think so!
The insights may give you a new perspective on approaches you may not have considered before or may have believed to have dubious efficacy. For example, you may be just as surprised as I was to see how effective consumers find direct mail and traditional advertising.
Furthermore, these findings may simply reinforce the efficacy of your current marketing mix or what you already know about consumer behaviour and give you another much broader perspective upon your marketing efforts!
An exclusive research on which marketing tactics grab consumers attention, attract their business, and influence their buying decisions.
Enjoy!

Marketers need to adapt to nowadays consumers needs and wants. Learn what they respond to and what matters to them but keep in mind that consumers want to form their own opinions about a company, a product or a service rather than be served a marketing message.
Now that you saw the analysis of the data, try asking yourself . . .
What kind of marketing do consumers really want?
Thanks for reading! I hope that the findings of this survey has helped you see things from another perspective. If you liked this article do not forget to clap and follow me to keep in touch.
