Ipsos Bundle
What drives Ipsos' sales and marketing strategy?
Ipsos, a global leader in market research, is adapting its sales and marketing to a changing world. A key focus is integrating new tech like Generative AI to improve how they share insights and connect with clients. This comes as the company reported sales of €2,440.8 million in 2024, with expectations for continued organic growth and an operating margin around 13% in 2025.
From its beginnings in 1975, Ipsos has evolved significantly. Now operating in 90 markets with nearly 20,000 employees, it offers a broad range of solutions across various sectors. This evolution highlights the importance of its sales and marketing approach in reaching its diverse client base.
Ipsos’ sales and marketing strategy centers on its extensive portfolio of 75 business solutions, catering to consumers, clients, employees, citizens, and healthcare professionals. The company leverages a mix of traditional and modern approaches, including social media monitoring and qualitative research, to deliver valuable insights. A core element of their offering includes services like the Ipsos PESTEL Analysis, demonstrating their commitment to providing comprehensive market understanding.
How Does Ipsos Reach Its Customers?
Ipsos primarily utilizes a direct sales approach, leveraging its global network of research professionals and consultants to engage directly with a diverse client base. This strategy emphasizes building strong relationships and tailoring solutions to meet the specific needs of businesses, governments, and various organizations worldwide.
Direct Client Engagement
Ipsos's sales strategy centers on direct engagement through its expert teams. This client-centric model is crucial for understanding and addressing the unique requirements across different sectors, reinforcing its Ipsos business strategy.
Revenue Segmentation Focus
In 2024, revenue was segmented with consumers representing the largest portion at 49.2%. This highlights a key area of focus within the Ipsos sales strategy, alongside significant contributions from clients and employees (20.7%), doctors and patients (15.2%), and citizens (14.9%).
Digital Channel Expansion
The Ipsos.Digital platform exemplifies the company's move towards digital channels, offering streamlined solutions for research projects. This online channel demonstrated robust growth of 26% in the first half of 2025, indicating its increasing importance in the Ipsos marketing strategy.
Strategic Acquisitions for Growth
Acquisitions, such as Infas in Germany and The BVA Family across Europe, have been integral to expanding market reach and sales capabilities. These moves bolster Ipsos's competitive advantage by enhancing service lines and geographical penetration.
The global presence of Ipsos, operating in 90 markets, is a foundational element of its sales channels, enabling direct interaction with a varied international clientele. This extensive reach supports the company's ability to implement its Ipsos business strategy effectively across diverse regions and market segments.
Omnichannel Integration
Ipsos is actively integrating digital platforms with its traditional direct sales methods. This omnichannel approach aims to provide clients with flexible and efficient access to Ipsos's market research and client solutions, enhancing the overall customer experience.
- Direct sales force for personalized client interaction
- Digital platforms like Ipsos.Digital for streamlined access
- Strategic acquisitions to broaden service offerings and market reach
- Global footprint facilitating engagement with international clients
- Focus on relationship-driven sales tailored to specific client needs
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What Marketing Tactics Does Ipsos Use?
Ipsos employs a multifaceted marketing strategy centered on establishing thought leadership and leveraging digital channels. Their approach emphasizes data-driven insights and content creation to engage clients and demonstrate expertise in market research.
Thought Leadership Content
Ipsos consistently publishes influential reports like the annual 'Global Trends' and 'Predictions' series. These reports, often based on extensive global surveys, such as 50,000 interviews in 50 markets for Global Trends, showcase their deep understanding of market dynamics and consumer behavior.
AI Integration for Enhanced Insights
Significant investment in AI, including the development of 'Ipsos Facto,' a secure Generative AI platform, is a key tactic. As of October 2024, 70% of employees regularly use this platform, enhancing data analysis and insight generation.
Digital Engagement and Platforms
The company actively uses digital platforms for engagement, including YouTube for webinars and a strong presence on social media. This reflects a strategic shift towards more affordable and effective digital channels for reaching audiences.
AI-Powered Solutions
Ipsos.Digital, their DIY platform, integrates AI for services like 'Creative|Spark AI' for ad evaluation. This allows for rapid, data-backed insights, directly addressing client needs for speed and accuracy.
Focus on Consumer Interaction
Recognizing that consumers spend an average of 3.28 hours per day on digital platforms, Ipsos prioritizes social media for brand engagement. This space is crucial for delivering value through affordability, empathy, and compelling content.
Evolving Marketing Mix
The company's marketing mix has adapted to the growing importance of digital channels. These channels are seen as more cost-effective and efficient for reaching target audiences, especially in developing digital economies.
Data-Driven Sales and Marketing
Ipsos leverages data extensively in its sales and marketing efforts. This data-driven approach informs client solutions and enhances the effectiveness of their campaigns, aligning with their overall Revenue Streams & Business Model of Ipsos.
- Content marketing through global trend reports.
- AI integration for advanced analytics and client solutions.
- Digital engagement across various online platforms.
- AI-powered tools for scaled ad evaluation and insights.
- Social media presence for consumer interaction and brand building.
- Adaptation to digital channels for improved reach and efficiency.
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How Is Ipsos Positioned in the Market?
Ipsos positions itself as a trusted advisor, offering 'true understanding and powerful insights' to guide clients through a dynamic world. Its brand narrative centers on being 'Game Changers,' aiming to equip clients to confidently tackle complex challenges.
Core Brand Promise
The brand's essence is built on a deep curiosity about people, markets, brands, and society. This is brought to life by its multi-specialist capabilities and a team of passionate research professionals, analysts, and scientists.
Innovation and Reach
Ipsos appeals to its audience through significant investments in innovation, particularly in generative AI and digital platforms, promising advanced insights. Its global presence in 90 markets ensures a nuanced understanding of both local and international contexts.
Thought Leadership and Values Alignment
Through thought leadership content like 'Global Trends' and 'Predictions' reports, Ipsos reinforces its expertise. It demonstrates how leveraging 'Expectations, Context and Empathy' can help brands connect with audiences. Research indicates 69% of consumers are more likely to buy from brands that reflect their values, a trend Ipsos helps clients navigate.
Brand Consistency and Societal Relevance
Brand consistency across solutions underscores reliability and substance. Ipsos' broad client base, from consumers to doctors, highlights its diverse capabilities. The company actively researches societal shifts, such as those identified in the 'Ipsos Global Trends 2024,' to inform business strategies.
Understanding Ipsos' go-to-market strategy involves recognizing its commitment to providing deep market research and client solutions that address evolving consumer sentiment and societal issues. This approach is crucial for navigating the competitive landscape of Ipsos.
AI and Digital Investment
Ipsos' focus on generative AI and digital platforms signifies a commitment to delivering faster, cutting-edge insights. This investment is a key differentiator in its sales and marketing approach.
Global Expertise
Operating in 90 markets, Ipsos offers unparalleled global reach. This extensive network allows for comprehensive understanding of diverse local and global market dynamics, a core element of its business strategy.
Thought Leadership
Regularly publishing reports like 'Global Trends' and 'Predictions' establishes Ipsos as an authority. This content marketing strategy reinforces its brand positioning and educates clients on navigating market complexities.
Client-Centric Approach
Ipsos serves a broad spectrum of clients, including consumers, citizens, employees, and healthcare professionals. This diverse client base necessitates tailored solutions, reflecting a sophisticated understanding of various market segments.
Societal Trend Analysis
By researching societal issues, such as the findings in 'Ipsos Global Trends 2024,' the company helps clients adapt to changing consumer sentiments. This proactive research informs its marketing campaigns and sales strategies.
Value Alignment
Ipsos' research highlights the growing importance of personal values for consumers, with 69% favoring brands that align with their beliefs. This insight is integrated into its client solutions, demonstrating how Ipsos leverages data in its sales and marketing.
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What Are Ipsos’s Most Notable Campaigns?
Ipsos, as a business-to-business market research firm, focuses its 'key campaigns' on thought leadership, strategic growth through acquisitions, and the advancement of its research methodologies. These initiatives are designed to solidify its position as a leader in providing consumer insights and strategic guidance to its clients.
Ipsos Global Trends Initiative
The Ipsos Global Trends initiative is a cornerstone of its thought leadership. The 2024 report, based on 50,000 interviews across 50 markets, offers deep insights into evolving attitudes and values. This campaign utilizes webinars and direct client engagements to position Ipsos as an authority on global consumer behavior.
AI and Digital Transformation Focus
A significant strategic campaign involves the company's investment in Artificial Intelligence and digital platforms. The adoption of platforms like 'Ipsos Facto,' utilized by 70% of employees as of October 2024, and the growth of Ipsos.Digital, which saw 26% growth in H1 2025, highlight this commitment. These efforts aim to deliver faster, more advanced insights and improve operational efficiency.
Strategic Acquisition Campaigns
The company's acquisition strategy is a key driver of its growth and capability expansion. Notable acquisitions in 2024-2025, such as Infas in Germany and The BVA Family in France, the UK, and Italy, are aimed at strengthening its leadership in specific market segments. These moves contribute to its overall business strategy and market presence.
Enhancing Client Solutions through Technology
Ipsos actively promotes its technological advancements, such as 'Creative|Spark AI,' as part of its sales and marketing efforts. These innovations are communicated through investor relations and website content, demonstrating how technology enhances its client solutions and provides a competitive advantage in the market research industry.
These campaigns collectively illustrate Ipsos's approach to sales and marketing, focusing on building expertise, leveraging technology, and strategic expansion to meet evolving client needs in the consumer insights landscape. Understanding Mission, Vision & Core Values of Ipsos provides further context to these strategic initiatives.
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