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Engaging audiences in the age of mobile by Neil Jessop

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Winning business from research buyers is particularly competitive when the economy is under pressure as Market Research budgets often the first to suffer. Looking at the great success stories from our customer base we've seen a consistent thread of strong mobile engagement running throughout. Client companies are almost always pleasantly surprised to find that the economics of mobile engagement are far better than the benchmarks they have from online surveys.

This is essentially down to the far higher degree of participation they see when approaching customers via the channels they prefer, rather than the channels they, as researchers, feel comfortably familiar with. We think mobile, for many researchers and panel companies, presents a case of 'better the devil you don't know' or rather, better the devil OnePoint Global knows. Our expertise and mobile-first functionality lets researchers probe deeper in ways that respondents are keen to try.

The slides in this post hint at some of the features that have proven time and time again to win favour with panels. First however, we set the scene to underline our belief that we live in the age of mobile and not just the age of the internet. This point is crucial to understanding why online surveys are receiving far lower response rates as time goes on, making what is often free software less and less attractive given the time and effort that goes into creating a research programme using it, only to receive low and slow uptake and cause difficulty meeting quotas.

We share just the very tip of the mobile market research iceberg here but are always willing to discuss ways this model can be applied to specific research needs, so I warmly encourage you to get in touch and make the most of our expertise and the first class support our research experts provide.

www.paneltoolkit.onepointglobal.com

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Engaging audiences in the age of mobile by Neil Jessop

  1. 1. Neil Jessop CEO Engaging Audiences in The Mobile Age July 2018
  2. 2. www.onepointglobal.com www.onepointglobal.com 2 There are 7.6 billion people on the planet. 7.6bn 5.1 billion of them own a cell phone. (2/3 people) 5.1bn Source: Digital in 2018 by We are Social and Hootsuite: The Age of the Mobile
  3. 3. www.onepointglobal.com www.onepointglobal.com 3 5.1 billion of them own a cell phone. (2/3 people) 5.1bn Source: Digital in 2018 by We are Social and Hootsuite: Most of these people own a smartphone The Age of the Mobile Internet
  4. 4. www.onepointglobal.com www.onepointglobal.com 4 There are 7.6 billion people on the planet. 7.6bn Source: Mobile Marketing Association Asia Over half the world’s population is online.
  5. 5. www.onepointglobal.com www.onepointglobal.com 5 5% of all media consumption was via mobile devices 20 mins / day 2011 24% of all media consumption will be mobile 2 hours/ day 2018 Source: Zenith https://www.marketingcharts.com/industries/media-and-entertainment- 83605 Across 63 global markets mobile internet usage has grown sixfold:
  6. 6. www.onepointglobal.com www.onepointglobal.com 6 The data speak for themselves. Today, around the world, we spend an increasing amount of time online, the growing majority of which is via mobile devices. We need to meet the customer where they want to spend time. This implies competing with other distractions for their online time.
  7. 7. www.onepointglobal.com www.onepointglobal.com Greenbook Research Industry Trends Report Q2 2018 “I think capturing respondents’ interest will remain a challenge - the more we become immersed in mobile, the more there are platforms and activities competing for our time.” “More respondents will be taking surveys on their mobile devices, almost exclusively as desktop surveys begin to fade out.” “Surveys are competing for attention and screen share across devices -- they need to jump ahead of the curve to be relevant / interesting enough to complete in a post-digital world.” G.R.I.T. Report 2018 found awareness among Researchers of the growing dominance of mobile channels.Quotes are from Market Research suppliers, buyers and sample providers
  8. 8. www.onepointglobal.com www.onepointglobal.com 8 And while Suppliers & Panel providers believe sample quality may diminish, buyers believe mobile will improve sample quality. Providers now need to meet Buyer expectations for mobile engagement. Sample & panel providers Insights buyers and suppliers IMPROVE DIMINISH 19% 31% 39% 23% • So many more surveys around. People will get survey fatigue. (Quality) has steadily gone downhill as the number of surveys fielded per company has increased. There are not enough people to go around and it is showing.” AS MOBILE USAGE GROWS SAMPLE QUALITY WILL:
  9. 9. www.onepointglobal.com www.onepointglobal.com 9 Source: CTIA.org Audiences want mobile experiences, not the just the internet on a small screen. As desktop usage fades, it is imperative that online surveys are compatible with mobile web… but that’s no longer enough Mobile Web We need to shift our mindsets from…
  10. 10. www.onepointglobal.com www.onepointglobal.com 10 Driving traffic to mobile web surveys alone raises problems Mobile Web • Wifi often unavailable • Cell coverage unavailable • Question types designed for a mouse not fingers • Lower incidence of online ads to drive traffic • Answer rates to emails are declining • Response time to emails is increasing Mobile First • Helps brands gain traction & loyalty • Less advertising (user & owner controlled) • Create ‘real-time’ feedback with geolocation • Increase engagement with user-friendly features • Keep all relevant functionality within the app, e.g. till receipt scanning The self-contained environment of an App puts users back in control
  11. 11. www.onepointglobal.com www.onepointglobal.com 11 So how do we grab and hold audience attention via mobile devices?
  12. 12. www.onepointglobal.com www.onepointglobal.com 12 We respond quickly We delete text messages, we file emails. We tend to act quickly or dismiss Win Attention Keep Attention • Short questions • Set expectations (survey length) • Reward participation • Build community Survey Apps and in-App surveys enable us to… Exploit the three major qualities of mobile device features: IMMEDIACY IMPERMANENCY ACTIONABILITY
  13. 13. www.onepointglobal.com www.onepointglobal.com 13 Mobile offers 4+ ways to attract attention to surveys Win Attention • Email • SMS • App push notifications • App notifications • + any signage and marcomms, outdoor, instore etc Keep Attention Mobile Apps can include functionality that uses device features • Audio and video play • Audio and video capture (selfie/ Vlog) • Scanning devices • Text in pictures, bar codes, QR codes, Till Receipts • Geolocation & Location tracking • Language settings • Passport/ passcodes & wallets • Address Book 90% of SMS are read within the first three minutes.
  14. 14. www.onepointglobal.com www.onepointglobal.com 14 App push notifications are deleted or overwritten by new ones. New App notifications waiting show on the App icon until viewed. Most one-way text messages are deleted immediately after being read Impermanency 2 4 Location triggered surveys have an ‘in the moment’ feel and are impermanent by nature. Responses are given spontaneously and re about ‘now’ not about long term views.
  15. 15. www.onepointglobal.com www.onepointglobal.com 15 It takes 90 minutes for the average person to respond to an email. Sources: CTIA.org & Singlepoint. 90 minutes It takes 90 seconds for the average person to respond to a text message. 90 seconds Email marketing has an average open rate of 22% 22% Open Rate 99% Open Rate SMS has an average open rate of 98% Immediacy
  16. 16. www.onepointglobal.com www.onepointglobal.com 16 • Found a strong correlation between survey length and retention rate. • Companies with 2-6 questions had a better response rate and were more proactive in addressing issues raised by the NPS™ study. Actionabilty CustomerGuage NPS™ Benchmarks Report 2018 Shorter surveys make for better engagement, higher response rates and higher retention rates.
  17. 17. www.onepointglobal.com www.onepointglobal.com 17 VIDEO CAPTURE sdfkjsdkfjsdkfjsdf GEOLOCATIO N TRIGGERING GEO-FENCED SURVEYS Pinpoint respondent locations to validate eligibility or trigger surveys when entering or exiting locations or zones. WHERE QUAL MEETS QUANT Enhance quantitative studies by capturing evidential feedback in unprompted natural language. You’ll get beneath the numbers to gain real insight. TILL RECEIPT SCANNER IN-APP SCANNER Read till receipts, bar codes or trigger surveys based on keywords detected in images. OFFLINE SURVEYS CACHED SURVEYS In the App allow users to take surveys offline where and when they want.
  18. 18. www.onepointglobal.com www.onepointglobal.com 18 VIDEO CAPTURE AUDIO CAPTUR E APP NOTIFIC- ATIONS sdfkjsdkfjsdkfjsdf GEOLOCATION TRIGGERING SMS INVITATIONS AUDIO PLAYBAC K USE THE MICROPHONE Just using this simple feature of mobile devices lets you capture immediate and unbiased feedback from respondents and gain natural language inputs. FOR TIMELY PARTICIPATION For quick responses prompt with SMS invitations. Reduce fielding times and increase uptake. Remind or thank with SMS messages or even conduct two-way SMS surveys. SPEAK DIRECTLY TO THEM Include audio clips to keep the experience fresh. You could assess recognition to visual inputs in ad testing or include personalities and characters or specific instructions. Perfect for employee engagement. GEO-FENCED SURVEYS Pinpoint respondent locations to validate eligibility or trigger surveys when entering or exiting locations or zones. WHERE QUAL MEETS QUANT Enhance quantitative studies by capturing evidential feedback in unprompted natural language. You’ll get beneath the numbers to gain real insight. VIDEO PLAYBACK SHOW NOT TELL Include video instructions or clips in questions. Why not test ad effectiveness with specific sample segments. INVITE, REMIND, THANK Fill those quotas quickly by alerting users with push notifications. PICTURE THE SCENE Capture the context, picture the scene Get their real life views on what matters in your research.. TILL RECEIPT SCANNER PHOTO UPLOADS IN-APP SCANNER Read till receipts, bar codes or trigger surveys based on keywords detected in images. OFFLINE SURVEYS CACHED SURVEYS In the App allow users to take surveys offline where and when they want.
  19. 19. www.onepointglobal.com www.onepointglobal.com 19 VIDEO CAPTURE sdfkjsdkfjsdkfjsdf GEOLOCATION TRIGGERING GEO-FENCED SURVEYS Pinpoint respondent locations to validate eligibility or trigger surveys when entering or exiting locations or zones. WHERE QUAL MEETS QUANT Enhance quantitative studies by capturing evidential feedback in unprompted natural language. You’ll get beneath the numbers to gain real insight. TILL RECEIPT SCANNER IN-APP SCANNER Read till receipts, bar codes or trigger surveys based on keywords detected in images. OFFLINE SURVEYS CACHED SURVEYS In the App allow users to take surveys offline where and when they want. FIND OUT MORE about how to implement these free features in your research contact and question strategy: www.paneltoolkit@onepointglobal.com
  20. 20. www.onepointglobal.com www.onepointglobal.com PowerPoint Template Updated Feb 2018 20 www.onepointglobal.com

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