This document discusses how mobile devices can be used for consumer engagement and surveys by CPG companies. It describes how a mobile application framework called iNotify can integrate with content management systems to deliver personalized content like text, images, videos and coupons to users. iNotify also supports conducting dynamic surveys on mobile apps to collect user responses in real-time. The document provides an example workflow of how a CPG company could use iNotify and pre-built templates to build a scalable consumer engagement strategy around content, coupons and surveys on mobile.

1. Consumer
engagement
and
Survey
Management
Building
compe..ve
advantage
for
CPG
companies

2. Advance >The changing face of retail > May 2013 2
Consumer
engagement !
Loyalty
programs
Consumer
Surveys !
By the end of 2013, there
will be more mobile
devices on Earth than
people.

3. Mobile devices are everywhere today and more
than 60% of these are smartphones. Its becoming
clear that not withstanding the industry, every
business today needs to utilise these mobile
channels as a new way of consumer engagement.
Just the vary nature of the mobile device being
omnipresent and geo aware, it opens up infinite
possibilities to the company to create newer and
more personalised ways of consumer
engagement.!
!
Mobile opens up a gamut of engagement models
for various ways of interaction like -!
!
“Mobile applications
are more engaging to
consumers than mobile
optimised websites.
Av e r a g e t i m e t h a t
consumer spends on
apps is 4 times more
than websites” Study
done by Adobe.
- Personalised content delivery!
- Running dynamic consumer surveys!
- Personalised coupons
iNotify Mobile application framework can be integrated into backend CMS
(content management systems) seamlessly. It can then use its Intent rule
repository to create rules for dynamic content delivery to the mobile apps. This
delivery can be segregated or classified on the basis of user groups, types,
demographic parameters or even locale specific classification. iNotify natively
supports all channels of delivery of this content to the users. This content can be
of multiple types such as !
!
- Textual data with images!
- Streaming videos!
- PDF files!
!
The content can be cached in a HTML5 format making it easier to be delivered
to devices with different form factors and operating systems.!
!
The content can also have an encapsulated response forms and interactive
forms to let users enter their responses which can be cached via sync layer in
real time for the backend IT systems. These content apps can also be integrated
into social networks enabling the user to create a more engaging social
environment to be built around the application.!
!
Following diagram will indicate how a typical CPG company can use iNotify
along with the consumer engagement and survey templates to roll out a
scalable and winning consumer engagement strategy built around content,
coupons and surveys.

4. iNotify framework can integrate into CMS engines and deliver the content in
multiple formats like binary or textual content, coupons etc. It can also use
the survey management engine available in the DNA Suite to effortlessly
create dynamic survey and push these to targeted users carrying mobile
devices.
User management module lets the administrators to segment the users, assign
the content channels and the delivery mechanisms alike. iNotify can natively
handle multiple ways of delivery models - SMS, MMS, Cloud Messaging or a
SOAP based content delivery to a native/hybrid app on consumer’s device. So in
terms of handling the delivery of the content, the framework will offer multiple
ways of communication relevant to the device or the content type/nature. The
framework can natively integrate into either the SMSC server or SMS
aggregators to deliver the content via SMS to users. It can also integrate into
Cloud messaging services offered by both Apple or Android and can deliver the
content in the form of notifications. However, if the targeted user is running an
app with capability to cache data, it can expose a set of SOAP services for the
application to consume and offer a very rich and intuitive user experience.

5. Content can be delivered via this framework seamlessly classified using a
range of parameters like !
- User type of targeted user community!
- Device type!
- Content can also have expiry!
- Locale specific content
The most successful companies in the
world rely on consumer surveys to assess
their particular market and the attitude of its
consumers. Making assumptions about
your market is simply not enough. Failing to
have quantitative research to back up your
marketing strategies can be costly. You
must be able to present your product,
service or brand in ways that will be
acceptable to your target. That is why
regularly conducting consumer surveys is
critical to business success.!
Survey Management Module consists of
two basic sub modules - Backoffice
Maintenance module and Survey runtime
module for the device app. Backoffice
maintenance module enables
administrators and back end managers to
create interactive scripts for surveys along
with the flow, sequence and cue cards.
An optional reward program can also be attached for typical loyalty driven
programs. Survey back office module will create a XML script which then could
be delivered via user management module, where scripts will be assigned to
set of users, to the run time module on the app. The app will execute this on
the device in runtime mode and let users navigate the survey in an interactive
manner. Survey responses will then be synced by the runtime module into
iNotify server and which can be integrated into any analytics backend module
via SOAP API for further processing.!
Survey runtime modules are currently available for both Android and iOS
platforms.

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!
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