Get Connected to the Future of Research
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
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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.
From the Pollfish blog, this originally-authored article appeared on NewsCred Insights.
Mobile technology is not only the future of marketing, but also its immediate present. Effective modern marketing requires both an analytical approach to evaluate what consumers really want and mobile execution strategies to deliver content whenever and wherever they want it.
The mobile user base is colossal and is only expected to continue growing. Nearly 6 in 10 people in the U.S. use their cellphones as their primary means of communication. What’s more, more than half of the planet’s population will have access to the internet by the end of this year, largely thanks to smartphone technology.
With so many mobile users across all age groups, why would you try to reach people any other way? The real question is: How can you most effectively gather the information you need to fuel a strategy that will reach this audience? In many cases, mobile surveys are the solution. People are more likely to respond to online surveys on mobile than on desktop computers because they can complete them from anywhere. And mobile technology can provide more accurate data through features like geolocation to better inform your mobile strategies.
When building a mobile survey, you need to answer a few basic questions:
The answers to these questions allow marketers to tailor an approach that will not only be based on accurate data, but will also resonate with audiences and increase response rates. You shouldn’t simply come out and ask your survey audience these questions, though. To get honest answers, pose the following questions instead. The responses will help you find the information you need to launch more successful campaigns.
This question helps content marketers determine where their core audiences spend the majority of their time online as well as what kinds of content might attract new users. Possible answers include:
The content format, tone of voice, and distribution channels are equally important in attracting users, particularly for a native advertising campaign. Possible answers include:
Determining the target audience’s proverbial “watering hole” allows marketers to determine the right channel and format for every audience. Whether that’s mobile versus desktop or email versus in-app advertising, everyone has a preference about where he feels most comfortable receiving information. Possible answers include:
The previous questions can tell you what users want and where they want it. This question helps you learn how respondents like to consume content. Possible answers include:
If you know what kind of content consumers want and when they want it, then your next step is to discover when they’re most likely to see it. Possible answers include:
This is, perhaps, the most critical question to determine a piece of content’s vitality. Figuring out what compels users to share certain content is as important as learning what, when, how, and with whom they share it. Possible answers include:
We ran a survey of 1,000 people on their mobile content preferences, see results here: https://www.pollfish.com/dashboard/results/9274/-2113873823
The optimal length of any survey is a function of time, the number and type of questions, and the order in which they appear. Typically, mobile users begin to suffer “survey fatigue” after 15 to 17 questions. Any more than that, and you will sharply reduce the respondents completing your survey. Survey fatigue can also set in if those questions are not quick and easy to answer.
Two to three open-ended questions are fine, but people vastly prefer multiple-choice options (although 10 straight “strongly disagree or strongly agree” questions will bore them). People like to be engaged, so mix up the question styles while keeping them as simple as possible. No one has time to sit down and type out thoughtful responses to 15 survey questions on a desktop — less so, a smartphone — so keep it two minutes long, max.
Most important, be considerate of people’s time and aware of the context of the environment in which they take the surveys. A user taking an in-app survey as distributed on our platform has a different frame of mind than someone responding to an email survey on desktop. Use fewer questions and shorter answers. And, to preserve the purity of responses, never ask someone to scroll back to see the answer to a previous question before he can answer the next.
Survey goals are different for every researcher. We’ve helped companies generate surveys on topics ranging from opinions on political issues to brand awareness to who the true criminal is on “Making a Murderer.” When approached correctly, surveys can provide valuable information on just about anything. No matter the source content, delivering a survey into the hands of respondents through mobile can yield deeper, more actionable insights than any other medium.
This originally-authored article first appeared on SEMrush
The most common marketing advice is “know your audience.” If that’s the stepping stone for any good campaign, the next logical question becomes “How do I get to know my audience?”
The core of market research is to help the modern marketer make informed business decisions and develop messaging to the best target audience. It predicts and drives marketing strategy, allowing brands to follow the advice of Craig Davis when he said:
We need to stop interrupting what people are interested in and be what people are interested in.
— Craig Davis
We need to stop interrupting what people are interested in and be what people are interested in.
— Craig Davis
Market research was once a tool solely for large corporations with big budgets. But advances in technology now make it possible for small enterprises and individual entrepreneurs to use market research to save time and money.
And because users spend more time on mobile than on desktop, it’s imperative to reach them in that medium. The current approach to mobile marketing is to assume it’s just another channel for existing advertisements. As a result, there is a deluge of ads, which is just not what people want – the addition of ad blockers in recent iOS and OSX systems renders them less effective. Instead, consumers want personalized content that solves a problem or makes them laugh.
How do you discern what content your audience really wants? It used to be through retrospective split testing, but that really only tells you which one of your guesses worked best. Alternatively, using surveys for market research will help you understand that before you spend any time or money creating content, offers, messaging, or even products and services.
Surveys have been around for ages, and a general pen-and-paper survey or even a desktop online survey won’t cut it anymore. Why would you use an old medium – like landlines or even desktops – to find out what people want on their mobile devices? It seems silly to call consumers on their landlines to ask them what their in-app mobile device preferences are. The world is all about mobile these days; taking any other route would be counterproductive.
That’s what makes mobile surveys so powerful; people are already on their phones. So it’s the perfect time to ask them what they want to experience on those phones. Here are five tips to do that:
1. Consider the entire mobile experience. Mobile experiences aren’t only about beyond screen size. Consider the types of actions users will take: scroll or swipe? Tap or type? Does your survey require a two-handed task to enter information, or can the user flow through it with just thumb movements? Designing your survey around these expectations will create an experience that’s engaging to the end user.
2. Focus on optimizing for mobile vs. catering to all channels. When you create mobile surveys, remember that “mobile-optimized” is different than “mobile-friendly.” There are many elements to consider, and you can’t just reformat your online desktop survey for a mobile device.
3. Keep it brief. The mobile user is pressed for time. No one wants to take a six-minute survey. In fact, the best surveys take less than two minutes. Keep the number of questions short, and the answer options even shorter.
4. Make it engaging (but not onerous). Use images and videos to keep a user’s attention, but make sure the content doesn’t take up a lot of bandwidth, screen space, or time to understand the concept. If any single piece takes too long, the user will quit taking the survey and move on to something else.
5. Test your survey out before you send it. Is this a survey you would stop and take? If you aren’t willing to take it, users who aren’t invested in your idea definitely won’t be. Well-designed platforms enable you to preview the survey and take it like a user would. You should also be able to share a preview link with others so you can get unbiased feedback about the overall flow and experience.
Because anyone can have an online presence and a voice, the modern marketer is faced with the enormous challenge of trying to be seen and heard in a cluttered space. The success of any business hinges on product-market fit, and business opportunities can be revealed through relevant, meaningful market research. If you use the five tips mentioned above, you’ll find out exactly what your customers want, where they want it, and how they want it – directly on their mobile devices.
Published on Apr 26, 2016
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Proponents and users of mobile research face a dilemma. They want to aggressively move ahead with their mobile research surveys, but at the same time they are inflicting poorly constructed and overly long mobile surveys. It soon may be too late to reverse mobile user attitudes about ignoring survey requests. Innovate MR EVP Global Operations Lisa Wilding-Brown revealed attempts through CASRO to tackle this problem.
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