Get Connected to the Future of Research
Know your offline consumers even better
Today online sales have been on the rise and e-commerce has led to better understanding of their consumer behavior that are buying and viewing their products through in-depth search analytics. The brick and mortar stores when they look back on their shelves would vision what if the offline of retail would have been able to know more about their consumer in their space.
That’s where BlueRadianz comes in the scene to help brands and stores to take imprints of their consumer and crafts real time location analytics for the offline world.
One of the local apparel chain stores in our city was keen to know more about their consumers and there in store popular sections. With all the due permissions from store level we did the area survey and then placed our sensors at desired locations ensuring uninterrupted power supply and internet connectivity. We collected the data for 100 days and defined the following metrics.
All of these metrics were studied on hourly, daily and weekly basis.
After creating various visual analytics we did comparative study with in store point of sales data. We formulated real-time dashboards for their management team reflecting various data interpretations. The following are some of the real time visual we delivered.
Blueradianz Real-Time Dashboards
BlueRadianz™ wireless infrastructure captures smart devices and smart phone signatures in Wi-Fi enabled zones for delivering these metrics.
Crowd Location analytics
Estimates the number of visitors, number of unique visitors, amount of time they spend, and the frequency of their visits within the space and its specific zones.
Graphs provide knowledge of movement patterns by these visitors while they are in store. Together, these analytics provide detailed insights into general behavior patterns of people moving and interacting within a venue or open space.
The data from the BlueRadianz™ platform formulates discrete time, location of devices detected within the coverage area of the BlueRadianz™ Crowd Monitor in the wireless network.
These advance dashboards gave finer details about unique and repeat visitors at the store, week wise performance and what was sales conversion ratio.
A custom dashboard was made where we were able to find the brands of phone coming in that retail space. The management has further worked on a unique logic on kind of smart phone visitors they are finding at their stores, deriving intelligence to under their consumers better.
Business Interpretation and Value from Blueradianz Solution
Blueradianz systems comply with telecom regulation and ensure no personal information about visitors is collected; rather, trends and patterns of collective behaviour are gathered based on the discrete time, locations, and device signatures. BlueRadianz is the new mantra for Brands and Retail Spaces where the opportunity of knowing your offline consumer behaviour are delivered with real-time metrics.
Ben Evans said it best, “Mobile is eating the world”.
In this latest podcast from Mobile Marketing Watch, we discuss why taking a mobile-first approach to market research is the way of the future, and why marketers need to tune in to where there customers are.
Some key points covered:
We also discuss:
This 20-minute podcast appears on the Mobile Marketing Watch site.
Hundreds of hours of video presentations on mobile research from MRMW conferences
Singapore-based mobile ad company InMobi has agreed to pay $950k and implement a rigorous internal privacy program to settle US Federal Trade Commission charges of large scale unauthorised location tracking, for ad targeting purposes.
The FTC alleged that InMobi tracked the locations of hundreds of millions of consumers, including children, without their knowledge or consent, misrepresenting its policy as opt-in only. The complaint said the firm actually tracked locations whether or not the apps using its software asked for consumers' permission, and even when they had specifically opted out of location tracking. In addition, specifically in violation of the Children’s Online Privacy Protection Act (COPPA), such information was collected from apps clearly aimed at children, despite promising not to do so and without the consent of parents or guardians.
The settlement imposes a $4m civil penalty, suspended to $950,000 based on the company's 'financial condition'. InMobi must also delete all the data collected from children, all the location information collected without consent, and must bring in a comprehensive privacy program subject to an independent audit every two years for the next twenty years.
Jessica Rich, Director of the FTC's Bureau of Consumer Protection, said of the case: 'InMobi tracked the locations of hundreds of millions of consumers, including children, without their consent, in many cases totally ignoring consumers' express privacy preferences. This settlement ensures that InMobi will honor consumers' privacy choices in the future, and will be held accountable for keeping their privacy promises'.
This originally-authored article first appeared on Convince and Convert.
Content marketers have been warned for years to get ready for mobile marketing. Mary Meeker’s 2008 pronouncement that mobile would “overtake fixed Internet access by 2014” came true; we crossed that threshold at full steam to navigate our way through “Mobilegeddon” and beyond.
Google’s 2015 changes to its mobile search algorithm caused collective palpitations over the potential damage it could (and did) do to small businesses. As the changes continue—and best practices regarding new tech adoption and media channel preferences evolve more and more rapidly—it’s high time to re-examine your content marketing strategies.
Are you still giving your target audiences what they want, served up just the way they like it?
Our company’s recent survey of more than 1,000 U.S. mobile phone users—representing a bell curve of ages ranging from 14 to 54 and a male/female split of 38 percent to 62 percent—not only gave us valuable new insights, but they also reaffirmed common knowledge.
We asked respondents about their preferences for internet use. In other words, how, what, where, when, and why do they access it? While the results didn’t come as an enormous surprise, they certainly provided for some intriguing breakdowns across the different demographics.
We’ve culled and analyzed the data, and here are four key ways you can advance your content marketing initiatives using the findings from this survey.
Mary Meeker called it. Of 1,000 respondents, 658 reported that their primary method of accessing the Internet was via their mobile phones. That’s almost 70%!
Why? It comes down to convenience. The content they seek is literally in their back pockets. The top three reasons those surveyed would read an article or blog on mobile instead of a desktop were:
What does that mean for content marketers? It means mobile marketing is about more than just responsive design. Here’s what else smart mobile marketing entails:
Naturally, we can look to the consumer packaged goods sector for standout examples of mobile-first strategies. For instance, take Unilever, 2015’s Mobile Marketer of the Year. Already known for its emotional—and viral—“Real Beauty” campaigns for its Dove skin care line, the company took it to the next level last year by introducing emojis for women of all shapes and colors to use in their text messaging.
Unilever also used mobile ads to direct users to its YouTube tutorials on hair care for Tresemmé, another of its brands. And for its brand Magnum, Unilever launched a campaign in Ecuador that combined geo-targeting with consumers’ inherent urge to create and interact. Using mobile banners to alert nearby consumers of the unique opportunity to design their own ice cream bars, Unilever drove foot traffic to a local shop.
What would you guess is most important to your readers: headline, image, or video? These days, it seems like all of the social platforms are adding or improving their video-sharing and live-broadcasting capabilities. So if you guessed video, you wouldn’t be alone.
But you would be wrong, according to our survey.
Overwhelmingly, the headline is still most important to capturing clicks. Sixty-one percent of adults surveyed said it’s what makes them click. Images came second at 23.6 percent, and video came in last as a reason to click, with only 15.4 percent of adult respondents selecting it.
It is worth noting that the younger demographic, ages 14 to 17, is more egalitarian in their click preferences. Among this group, headline and video were almost evenly split at nearly 38 percent and nearly 36 percent, respectively, with image coming in around 28 percent.
No matter the medium, people want to get to the right content to find the information they need and consume it quickly. With this in mind, content marketers must craft compelling, concise information. Use a headline analyzer like the one at CoSchedule to determine if your headline is click-worthy. If not, the tool’s feedback can help you refine until it is.
Forget stats you might have heard concerning morning, evening, or commuting time as the most popular times for when people want to view content. Almost half of all respondents like to consume their favorite content whenever and wherever they can.
Mobile marketing is an on-the-go, 24/7 business, so you have to make your content accessible to customers and potential customers on social feeds and mobile apps at all times. The survey results state that the majority or respondents prefer content from social media feeds, which is inherently comprised of shorter content.
But mobile doesn’t mean light, so don’t short-shrift readers. It’s not about their attention spans so much as the screen size. Long-form content does work on smartphones, as long as it follows the principles of great user experience design and great content. Don’t shorten your content; write tighter, more captivating copy.
For example, Quartz, the news outlet for digital natives, has an app for that—an iPhone app to illustrate this concept, to be exact—that is “perfect for the train, elevator, grocery store line, or wherever you have a spare moment to catch up on the news.”
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The top three reasons people share content are because it’s humorous (19.92 percent), informational (17.77 percent), or valuable to someone they know (15.85 percent). These survey results remind us that great content must be personalized, meaningful, and relevant to the user. (highlight to tweet)
To be remarkable enough to share, your content has to fulfill people’s needs at an emotional level or provide value for someone they care about. To keep it real, make sure you:
When it comes to content marketing, nothing happens until you get a click—no new leads, no conversions, nor anything approaching demonstrable ROI. Clicks fill the funnel and get those gears going, the levers in motion.
Our survey results offer an up-to-date look at how users across your target audiences are finding, choosing, consuming, reacting to, and sharing content—and, ultimately, how they are converting. Use the perspectives they’ve shared to boost your mobile game with the kind of smart content your audience craves.
What other insights can you draw from these survey findings to inform your content marketing strategy and make your offerings more mobile-responsive?
Published on Jun 6, 2016
Today on RBDR: What marketers need to know about mobile so that they can begin making all sorts of changes that will enhance their marketing.
RBDR is sponsored by Nuance, a Decision Analyst Company, which offers multi-language verbatim coding services that enable clients to quantify the meaning of open-ended answers.
From Jasper Lim, CEO Merlien Institute
Mobile is the device of choice for consumers today - but content is King! Companies are paying increasing attention - and budgets - on content to engage, attract and retain customers. We have asked Footlocker, CNN and AOL to share their mobile research and engagement strategies at MRMW on July 18-19 in Fort Worth,Texas. See: http://na.mrmw.net
- Hear how Footlocker developed a multi-channel approach for customer engagement
- Get tips from AOL on producing content that captivates digital consumers
- Learn how CNN has embraced mobility as a critical component of its engagement processes
Many more research buyers are coming to MRMW this year to share their experiences, learn, network and explore new partnerships. They include:
Heineken, Pepsico, BMW, Walt Disney, Footlocker, CNN, AOL, Microsoft, Thomson Reuters, InterContinental Hotels Group,Shell, IBM, Jet.com, Pinterest, American Cancer Society, Firmenich, Heinz, Alcon, Mama Gaia, Arcade City, Allure, Roy Rogers Restaurants, CSM, Acturus, Jiffy Lube, Marriott International, CMA, Slingshot, Kellogg's, Verizon, Azure Advisors, Electronic Arts, Pizza Hut, Bayer, Dr Pepper Snapple Group, Dean Foods, Groupon, Kraft and many more!
Learn, network and explore new partnerships at MRMW!
Book your tickets now by clicking the link below. Use code MMRA20 to save 20% on registration. http://na.mrmw.net
This is from an article on Fortune.com from March 24, 2014
Interesting to note how fortunes have changed for some of the companies listed (GetFeedback was acquired by email marketer Campaign Monitor) and how mobile has become much more mainstream and valued by clients even more than the research companies.
People are moving to mobile devices in droves, but researchers haven’t followed. Online survey companies are trying to change that.
FORTUNE — The days of lengthy online surveys are numbered, and the startup GetFeedback and online survey leader SurveyMonkey are both poised to benefit.
Countless millions of dollars are spent validating the mobile revolution with adoption statistics and usage metrics. Ironically, the field of market research itself appears to have overlooked this shift, relying on outdated technology and techniques that are increasingly at odds with mobile attention spans.
According to Forrester Research, just 17% of researchers had taken their survey processes mobile as of December 2012. The most obvious side effect is falling response rates. But businesses also risk alienating existing or prospective customers by seeming out-of-step with their communications preferences. There’s a lot of money at stake: A staggering $18.9 billion on a global basis is spent annually on telephone polls, online surveys, questionnaires, and other market research, says the Council of American Survey Research Organizations. Roughly $2 billion is spent on online surveys in the United States alone, according to the market research firm IBISWorld.
“People have been using online surveys for a very long time, but now at least 50% of these emails are being opened on a mobile gadget of some sort,” says Scott Holden, a vice president of marketing for Salesforce CRM 0.01% , responsible for the company’s Salesforce1 platform. “If you’re not thinking mobile-first, you’re going to be left behind for sure.”
Forrester analyst Roxana Strohmenger is more blunt in her annual report, “The Mobile Market Research Landscape.” She writes: “Consumers have already decided for us: If you want to connect with them, mobile is the way … For every new research study you commence moving forward, think about how mobile can play a role. Let this mobile mindset shift your perspective on how you approach testing your research questions. For example, rather than asking consumers to write about their experience at a festival, you can ask them to record through video or photos the parts they like and don’t like and even have them write down their immediate thoughts and feelings.”
Technology startup GetFeedback.com, launched in December 2013 by two former Salesforce.com employees, hopes to get out front of this transition with a service designed to create surveys for smartphones, tablets, and mobile web browsers. The more than 1,000 early users of GetFeedback include high-tech powerhouses Salesforce, LinkedIn LNKD -0.53% , Facebook FB 1.30% , and Dropbox, and outdoor apparel company The North Face. Prices range from $20 per month for up to 100 responses to $125 per month for up to 10,000 responses.
“This was a personal pain point for me,” says Kraig Swensrud, co-founder of GetFeedback, who fielded numerous research studies in his previous role. “I asked myself, ‘What experiences are we delivering in the process of getting these questions answered?’ and ‘How are we representing our brand when we’re having this conversation?’ ”
One big consideration for mobile surveys is optimizing them for far smaller screen sizes, so that they can be scrolled and processed quickly — maybe during a two-minute cab ride or between meetings, Swensrud says. In markets where bandwidth is a concern or smartphone adoption is limited, some companies have also found success with SMS or text-based surveys. “This approach is also beneficial if one wants to reach a wide cross-section of a population: for example, both younger and older generations,” Forrester’s Strohmenger says.
Visual elements are critical: GetFeedback’s templates integrate video clips, photographs, or images that reinforce a company’s marketing. “You can use these surveys to create an emotional reaction to your company, product, and brand,” says Salesforce’s Holden. “You can make it fun and make it look like a representation of things you’re looking for feedback on.”
The GetFeedback software also integrates with Salesforce, so results can be shared and marketing teams can see how many different surveys are being fielded simultaneously (important for reducing respondent fatigue); additional integrations with leading marketing automation software platforms are forthcoming. This makes results far easier to interpret, Holden says.
Going mobile requires marketers to become far more disciplined about keeping surveys succinct and simple, says Dave Goldberg, CEO of online survey software company SurveyMonkey. His advice: Keep the entire process under 10 minutes. “People are going to resist long, complex surveys,” he says.
How can you shorten a survey? One future method would be to integrate them with a person’s identity on a social network, which could be used to collect basic demographic information. “That would be a shortcut, but it is also clearly a privacy concern,” Goldberg says.
As the de facto market leader with more than 15 million customers including the likes of Kraft Foods KRFT 0.00% , Sirius XM SIRI -0.13% and Facebook, SurveyMonkey says it has seen a 14-fold increase in mobile traffic over the past three years.
The company is adjusting its platform accordingly. In late February, it released a mobile app for Apple iOS devices that marketers can use to launch surveys, and monitor and analyze results in real time. In addition, SurveyMonkey is planning technology for late 2014 that software developers can use behind the scenes to track how users interact with their mobile applications: essentially another way to gather feedback, in the moment. “Right now, they can see what people are doing, but they can’t ask them why,” Goldberg says.
Correction: An earlier version of this story misquoted Holden on the percentage of online survey e-mails opened on mobile devices.
This originally-authored article first appeared on MarketingProfs.
Any good marketing campaign strategy strives to answer this essential question: Are we reaching the right customer, with the right message, at the right time?
Answering that question isn't easy, but doing so is vital. By collecting data on concept and product development, market trends, branding key performance indicators, campaign measurement, customer satisfaction, communication, and creative, you'll be empowered to take a more strategic marketing approach.
Moreover, selecting the right medium for gathering feedback can reduce cost, improve reach, and speed up your data collection. The trick is to get data quickly enough that it can guide internal decision-making—which makes mobile surveys a great option.
Mobile: Market Research's New Frontier
Agencies and clients need to consider that traditional methods of gathering market research (such as door to door, in person, via a live operator, and robocall surveys) have their limitations and biases.
People see door-to-door visits, live-operator calls, and robocalls to mobile phones or landlines as the most intrusive forms of survey invitations, according to a recent study.
By contrast, mobile surveys assure anonymity, eliminate interviewer bias, and reach and engage participants within their time-constrained schedules.
How do marketers know whether they're targeting the wrong survey audiences or taking antiquated approaches to data collection?
Consider these top four mistakes that marketers make when launching surveys.
1. Forgetting to consider context
A 20-year-old and a 55-year-old will have different responses to a paper-based survey. Moreover, someone accustomed to interacting with your brand on social media may balk at an email survey.
Know your audience and which mode will work best to reach your customers (e.g., in person, on paper, or by telephone, email, social media, or mobile). Make sure you know the pros and cons of each methodology, and consider how you will compile data from multiple sources.
2. Failing to put mobile first
Daily use of the mobile Internet is increasing across all age groups. Americans between ages 18 and 24 check their phones an average of 74X a day. Those between 25 and 35 look at their devices 50X per day, and 35- to 44-year-olds check them 35X a day. Phone addiction is a real phenomenon—and one that can benefit mobile marketers.
The promises of mobile are scale, reach, and efficiency. If you need quick turnaround on your concept, mobile is the fastest, most economical, and most efficient way to obtain results. Case in point: My company recently conducted a survey on the "Brexit" (i.e., whether Britain should leave the European Union). We reached out to mobile users in the UK, and we needed only to connect with 771 users to receive 750 completed surveys in just over an hour.
3. Overlooking the customer journey
People don't differentiate their online experiences by what they do on different screens, so the onus is on you to provide the best experience based on where you reach consumers.
For example, the US has about 207 million smartphone users, and 91% look to their phones for ideas in the middle of tasks, which means most customers will be on their mobile devices at some point in their journeys. What better way to evaluate your mobile impact than with a survey designed to reach the mobile user?
4. Overcomplicating survey content
People make decisions on the basis of functional, economic, or emotional benefits. Reaching a core understanding of which benefit compels your customer within just a few questions is better than having the results of an exhaustively long survey.
If a survey is too long and respondents tire out, the information they provide can become convoluted.
The nature of mobile encourages people to be concise. Every time consumers pick up their devices, it's to take action—and that means your survey needs to be clear, succinct, and time-sensitive. Plus, because consumers often multitask on their smartphones, they're more likely to drop out when the survey takes more than a few minutes or contains more than 15 questions.
* * *
A well-designed survey that reaches the target audience benefits you by helping you to collect, analyze, and understand customers' opinions. Those insights allow you to test concepts beforehand and avoid costly mistakes (e.g., the Gap logo in 2010 or Netflix Qwikster) so that you can focus your resources on developing products and features that really matter to your customers.
Remember that a survey should answer the following questions:
This originally-authored article first appeared on Memeburn.
The marketing community’s obsession with finding the right audience has only intensified in the digital age. With so many ways to track consumer behavior now, we’re constantly seeking the next best method for getting inside people’s brains. Once we’ve cracked their compulsions and preferences, we can convert them by serving up the perfect products for their needs.
We fixate on producing the rights ads, content, products, and services, and then we’re frustrated when conversions don’t go through the roof. Where did we go wrong?
No matter how much money you invest in products and advertising, you’ll never see the numbers you desire unless you’re selling the right products to the right people. Not only that, but you also need to sell to the right people in the ways they want to be reached.
That’s no small task, and it’s critical to your business performance — which is why surveys are so appealing. Hearing directly from your audience helps you improve your marketing messaging, customer satisfaction rates, brand awareness, competitive monitoring strategies, and product development — when surveys are done right, that is.
Question-and-answer formats are fundamental to human communication. The key is asking the right questions of the right people to gain insights from your target market. Here’s how to knock your next survey out of the park:
1. Define your audience
Many researchers mistakenly focus more on the questions they’re asking than on the audiences they’re trying to reach. But even the best questions won’t provide the information you’re seeking if you ask the wrong people. Be clear about what type of information you need and from whom. Do you want feedback on a new product or insights into brand loyalty? Establish your survey goals, and then go after the right people.
Identify their personas: their demographic profiles and current behaviors, as well as which platforms are most likely to engage them. People of all ages will likely prefer a mobile survey they can complete in a few minutes on their smartphones. But your 20-something customers may only be reached that way — nearly 20% of them are mobile-only. To get high-quality data, make it simple and comfortable for people to respond.
2. Reach customers on their own turf
Standard survey methods return low-quality responses for a number of reasons. Most people dislike telephone surveys when brands target them on their home landlines. Phone interviews are also becoming less effective, with 57% of Americans relying predominantly on their mobile phones and 41% using them exclusively. Moreover, in-person interviews provide in-depth, qualitative information but are limited in scale, so the data may not be broadly representative.
Paid panels also return nonrepresentative data; you have to account for bias because people receive something in exchange for participating. And online surveys demand that you pay for traffic to get people to the questionnaire site. But the biggest problem with all of these methods is that they’re not one-size-fits-all solutions. Millennials who live on their mobile phones aren’t going to be interested in sitting for in-person interviews or filling out lengthy surveys on a desktop site.
Fortunately, mobile survey methods hold the key to the best data, and smartphones provide affordable, unparalleled access to your audience members. You can invite them to complete simple surveys via smartphone apps. Considering that 89% of users spend most of their smartphone time in apps, it makes sense to target them there.
3. Ask the right screening questions
Screening questions play a major role in finding the right audience for your survey. If you want to select an audience based on common traits, behaviors, or opinions, your screening questions should help identify them.
Get specific here. Rather than focus on age, gender, or income level, ask, “Who is the ideal customer for my product?” That approach nets the most relevant responses, whereas targeting by age alone brings in people with too broad a range of perspectives.
Properly worded screening questions establish participants’ credibility and filter out respondents who don’t have strong opinions on your brand or don’t fit the core criteria. They lower costs, improve data quality and analysis, and reduce respondent biases.
Let’s say you want fresh, candid responses, so you decide to weed out frequent survey takers. One of your screening questions might be “Have you taken an online survey in the past six months?” Anyone who answers “yes” can be eliminated. Questions about educational background and lifestyle can also narrow the pool to the most relevant participants.
Be conscientious about the audience you want to engage with your surveys. As you become more specific and focused in your surveys, you’ll receive data that’s of higher quality. When you’ve connected with the right people, you can hone your product and marketing strategies to really meet your target market’s needs.
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