In the push to provide actionable insights to clients and business partners, researchers should not forget another important stakeholder: the respondent. Respondents are people but are not always treated as such. Learn how to drive respondent engagement.
Using social media for imact, influence and spreadHelen Bevan
The slides that Helen Bevan presented in session B6 at the Middle East Forum on Quality and Safety in Healthcare 24th March 2018. She was supported in the session by Rachel Morris.
What 2016 Holiday Shopping Trends Mean for 2017 Social Ecommercetracx
[WEBINAR SLIDES]
'Tis the season to be selling. The days between Black Friday and Christmas each year generate almost double revenue compared to the rest of the year.
More sales equals more insights. And there’s no better way to glean those insights than from social media listening and analysis — that's where Tracx comes in.
In this webinar, you'll learn:
Which social media marketing tactics won over holiday shoppers
What 2016 holiday social media trends mean for 2017
The effect of mobile and social on "anywhere, anytime" shopping
Which tactics and promotions you should try in 2017
How to glean more consumer insights with a tool like Tracx
TBS is creative Social Media Optimization (SMO) Company and SMM Agency helping Clients to boost brand value socially. For Social Media Services Call Now!
Using social media for imact, influence and spreadHelen Bevan
The slides that Helen Bevan presented in session B6 at the Middle East Forum on Quality and Safety in Healthcare 24th March 2018. She was supported in the session by Rachel Morris.
What 2016 Holiday Shopping Trends Mean for 2017 Social Ecommercetracx
[WEBINAR SLIDES]
'Tis the season to be selling. The days between Black Friday and Christmas each year generate almost double revenue compared to the rest of the year.
More sales equals more insights. And there’s no better way to glean those insights than from social media listening and analysis — that's where Tracx comes in.
In this webinar, you'll learn:
Which social media marketing tactics won over holiday shoppers
What 2016 holiday social media trends mean for 2017
The effect of mobile and social on "anywhere, anytime" shopping
Which tactics and promotions you should try in 2017
How to glean more consumer insights with a tool like Tracx
TBS is creative Social Media Optimization (SMO) Company and SMM Agency helping Clients to boost brand value socially. For Social Media Services Call Now!
Accessing the Already Connected ConsumerRay Poynter
This session explores some of the developments that both the consumer landscape and the Market Research industry are undergoing to better pinpoint real consumer opinion.
Access the recording of this webinar via the NewMR website: NewMR.org/Play-Again
The session covers;
- Meeting consumers on their device and how researchers can leverage the relationship people have with their smartphones
- Engaging through modern survey design and how to communicate to achieve considered, valuable responses
- Connecting through social media channels and leveraging an environment where consumers are already active, such as WeChat (reported to be used by 98% of China’s online users)
- Creating conversation by using Artificial Intelligence to bridge the gap between qualitative and quantitative approaches
- Applying Machine Learning to detect fraudulent activity and increase speed, capacity and the validity and consistency of data outputs
The audience will be left with understanding and examples that show, although there can be a lot of moving parts when integrating technology into survey research and connecting multiple audiences, by thinking about the already connected consumer you can find an easier path to simplifying and improving your data.
The speakers are:
- May Ling Tham (Director, Asia, Modern Survey Design, Kantar)
- Vivien Le Masson (Senior Director, Asia, Innovation & transformation, Kantar)
Moderation by NewMR co-founder, Ray Poynter.
This webinar was presented on 4 September 2019
Social Media Statistics & Insights Australia 2013Inlight
This presentation covers the social media landscape in Australia and includes statistics on users, social media channels and how businesses are usings social media. It also provides some insights into how to build a socially enabled business. If you want to talk about how we can help your business with social media then get in touch at info@inlight.com.au
Design and implement a realistic PR planCharityComms
Becky Slack, founder and managing director, Slack Communications
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What does collecting better data mean, and how to achieve it?Ray Poynter
Presented by Ray Poynter (NewMR & Potentiate)
Access the recording of this presentation via NewMR.org/Play-Again
Presentation Description
Ray Poynter presents a 2021 State of the Art review of the issues surrounding the collection of better data.
Ray outlines the key challenges, new initiatives, the impact of quality on decisions, and pointers to what is likely to happen in the near future.
Changing the Conversation: Brands as NewsroomsDigiday
Connected consumers are now in charge of what, when and where they consume their individually preferred content. Consumers also have higher expectations for responsiveness, participation, and relevance. They expect brands to react to breaking news and engage in conversations about trending topics at the speed of social. According to Edison Research 42% of consumers want brands to respond to their questions within an hour. For more and more in the marketing industry, the answer, at least in part, is content marketing. Creating a cohesive brand strategy that tells the story of the brand, relays useful information and entertains consumers.
Word of mouth and social media monitoring toolsMongezi Mtati
The Enterprise Technology Show is one of Africa's largest showcases of technology, social media, loyalty and customer engagement conferences. They requested me to speak on tools for customer engagement and how to spread word of mouth.
Tools to measure and monitor conversations onlineMongezi Mtati
The Enterprise Technology Show is one of Africa's largest showcases of technology, social media, loyalty and customer engagement conferences. They requested me to speak on tools for customer engagement and how to spread word of mouth.
Slides and credits:
1. Source: somadjinn - http://www.rgbstock.com/photo/nGe37bg/Customs+Grunge+Sign
2. Contact details
3. Source: sundstrom - http://www.rgbstock.com/photo/mifpa8Y/Hammer+2
4. The challenges
5. William Edwards Deming quote
6. Trust result from an advertising survey
7. Nielsen report
8. Word of mouth survey
9. Hugh MacLeod: gapingvoid.com
10. Source: MeiTeng - http://www.rgbstock.com/photo/mC8UPmQ/Pancakes+2
11. Source: shortstack.com
12. Shortstack app overview
13. Dolan Auto Group social media campaign
14. Dolan results
15. Source: Lusi - http://www.rgbstock.com/photo/mhGu5Fy/funny+shadows
16. Source: By Lusi - http://www.rgbstock.com/photo/mhGtM2s/brainy+people
17. Source: By Charcoal - http://www.rgbstock.com/photo/nIMK48m/Blog+text
18. Grouphigh.com
19. Blogs are dead
20. Source: By Woodsy http://www.rgbstock.com/photo/2dzxTjW/Blog
21. Walmart moms
22. How Customer Advocacy works; a look at Walmart moms
23. Non-blogging influencers
24. Traackr.com platform outline
25. Traackr.com
26. 84% of people Trust word of mouth.
27. 85% of people take action from network recommendations
28.Create context and a platform
29. Source: florianric on Flickr -
Social data intelligence, presented by Susan EtlingerSocialMedia.org
In her Brands-Only Summit presentation, Altimeter Group's Industry Analyst, Susan Etlinger, talks about how leading organizations are deriving actionable intelligence from a holistic view of social enterprise data.
She discusses the challenges, opportunities, and the criteria required to achieve social intelligence maturity.
My Social Media Breakfast Syracuse presentation
BRIDGING THE DIGITAL SOCIAL SKILLS GAP
SOCIAL MEDIA IN THE ENTERPRISE
Digital literacy and social media etiquette are becoming critical skill sets for individuals and organizations. According to a Harvard Business Review Report, 79% of companies are either using or planning to use social media channels, but only 12% believe they are using them effectively. At the same time, 90% of professional communicators in another study reported that they have to figure things out on their own and receive no training.
Join Dr. William J. Ward (a.k.a. DR4WARD), social media professor at Syracuse University’s S.I. Newhouse School of Public Communications, as he explores several strategies for how you can help yourself and your organizations to bridge the digital social skills gap and improve your internal/external communication and collaboration.
Who is the social consumer and how did the 'social' behaviour affect organisations? How does the 'social shift' affect local government organisations?
This presentation was delivered by James Leavesley - CEO of CrowdControlHQ, to the LGComms meeting on the 8th of March 2012
Accessing the Already Connected ConsumerRay Poynter
This session explores some of the developments that both the consumer landscape and the Market Research industry are undergoing to better pinpoint real consumer opinion.
Access the recording of this webinar via the NewMR website: NewMR.org/Play-Again
The session covers;
- Meeting consumers on their device and how researchers can leverage the relationship people have with their smartphones
- Engaging through modern survey design and how to communicate to achieve considered, valuable responses
- Connecting through social media channels and leveraging an environment where consumers are already active, such as WeChat (reported to be used by 98% of China’s online users)
- Creating conversation by using Artificial Intelligence to bridge the gap between qualitative and quantitative approaches
- Applying Machine Learning to detect fraudulent activity and increase speed, capacity and the validity and consistency of data outputs
The audience will be left with understanding and examples that show, although there can be a lot of moving parts when integrating technology into survey research and connecting multiple audiences, by thinking about the already connected consumer you can find an easier path to simplifying and improving your data.
The speakers are:
- May Ling Tham (Director, Asia, Modern Survey Design, Kantar)
- Vivien Le Masson (Senior Director, Asia, Innovation & transformation, Kantar)
Moderation by NewMR co-founder, Ray Poynter.
This webinar was presented on 4 September 2019
Social Media Statistics & Insights Australia 2013Inlight
This presentation covers the social media landscape in Australia and includes statistics on users, social media channels and how businesses are usings social media. It also provides some insights into how to build a socially enabled business. If you want to talk about how we can help your business with social media then get in touch at info@inlight.com.au
Design and implement a realistic PR planCharityComms
Becky Slack, founder and managing director, Slack Communications
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
What does collecting better data mean, and how to achieve it?Ray Poynter
Presented by Ray Poynter (NewMR & Potentiate)
Access the recording of this presentation via NewMR.org/Play-Again
Presentation Description
Ray Poynter presents a 2021 State of the Art review of the issues surrounding the collection of better data.
Ray outlines the key challenges, new initiatives, the impact of quality on decisions, and pointers to what is likely to happen in the near future.
Changing the Conversation: Brands as NewsroomsDigiday
Connected consumers are now in charge of what, when and where they consume their individually preferred content. Consumers also have higher expectations for responsiveness, participation, and relevance. They expect brands to react to breaking news and engage in conversations about trending topics at the speed of social. According to Edison Research 42% of consumers want brands to respond to their questions within an hour. For more and more in the marketing industry, the answer, at least in part, is content marketing. Creating a cohesive brand strategy that tells the story of the brand, relays useful information and entertains consumers.
Word of mouth and social media monitoring toolsMongezi Mtati
The Enterprise Technology Show is one of Africa's largest showcases of technology, social media, loyalty and customer engagement conferences. They requested me to speak on tools for customer engagement and how to spread word of mouth.
Tools to measure and monitor conversations onlineMongezi Mtati
The Enterprise Technology Show is one of Africa's largest showcases of technology, social media, loyalty and customer engagement conferences. They requested me to speak on tools for customer engagement and how to spread word of mouth.
Slides and credits:
1. Source: somadjinn - http://www.rgbstock.com/photo/nGe37bg/Customs+Grunge+Sign
2. Contact details
3. Source: sundstrom - http://www.rgbstock.com/photo/mifpa8Y/Hammer+2
4. The challenges
5. William Edwards Deming quote
6. Trust result from an advertising survey
7. Nielsen report
8. Word of mouth survey
9. Hugh MacLeod: gapingvoid.com
10. Source: MeiTeng - http://www.rgbstock.com/photo/mC8UPmQ/Pancakes+2
11. Source: shortstack.com
12. Shortstack app overview
13. Dolan Auto Group social media campaign
14. Dolan results
15. Source: Lusi - http://www.rgbstock.com/photo/mhGu5Fy/funny+shadows
16. Source: By Lusi - http://www.rgbstock.com/photo/mhGtM2s/brainy+people
17. Source: By Charcoal - http://www.rgbstock.com/photo/nIMK48m/Blog+text
18. Grouphigh.com
19. Blogs are dead
20. Source: By Woodsy http://www.rgbstock.com/photo/2dzxTjW/Blog
21. Walmart moms
22. How Customer Advocacy works; a look at Walmart moms
23. Non-blogging influencers
24. Traackr.com platform outline
25. Traackr.com
26. 84% of people Trust word of mouth.
27. 85% of people take action from network recommendations
28.Create context and a platform
29. Source: florianric on Flickr -
Social data intelligence, presented by Susan EtlingerSocialMedia.org
In her Brands-Only Summit presentation, Altimeter Group's Industry Analyst, Susan Etlinger, talks about how leading organizations are deriving actionable intelligence from a holistic view of social enterprise data.
She discusses the challenges, opportunities, and the criteria required to achieve social intelligence maturity.
My Social Media Breakfast Syracuse presentation
BRIDGING THE DIGITAL SOCIAL SKILLS GAP
SOCIAL MEDIA IN THE ENTERPRISE
Digital literacy and social media etiquette are becoming critical skill sets for individuals and organizations. According to a Harvard Business Review Report, 79% of companies are either using or planning to use social media channels, but only 12% believe they are using them effectively. At the same time, 90% of professional communicators in another study reported that they have to figure things out on their own and receive no training.
Join Dr. William J. Ward (a.k.a. DR4WARD), social media professor at Syracuse University’s S.I. Newhouse School of Public Communications, as he explores several strategies for how you can help yourself and your organizations to bridge the digital social skills gap and improve your internal/external communication and collaboration.
Who is the social consumer and how did the 'social' behaviour affect organisations? How does the 'social shift' affect local government organisations?
This presentation was delivered by James Leavesley - CEO of CrowdControlHQ, to the LGComms meeting on the 8th of March 2012
Meeting Content Demand in Regulated Industries through Social MediaPhilip Calvert
Strategies and Best Practice to Win Hearts, Minds and Customers - with Philip Calvert, Social Media Sales Strategist
Special breakfast event with Northplains and Elateral, 2nd Dec 2015. Visit http://www.northplains.com/ for digital asset management expertise.
Follow Philip Calvert @PhilipCalvert
and on LinkedIn https://www.linkedin.com/in/socialmediaspeaker
Going Deep with Social: Methods to Listen andRipple6, Inc.
Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans.
• How do you generate rich qualitative insight on the discussions that are most relevant to you?
• How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations
Translating Social Insights-DAWSG August 2015Aman Sandhu
Social media is changing the marketing game. It represents a goldmine for marketers as consumers express themselves more, with greater depth and across a broader range of topics. By harnessing the power of social media insights – by the hundreds of millions of daily posts on global and regional social networks (e.g., Facebook, Twitter, etc.) as well as blogs, and forums – marketers can surface meaningful and fresh consumer insights.
Winning in a social world requires a far more intimate understanding of the consumer. By using social insights to inform our social strategy and execution, this will help us target our audience better and appear relevant to them.
Social Media Marketing Strategies for NonprofitsCynthia Oliver
How well is your nonprofit telling its story? Social media marketing is one of the best ways for nonprofits to engage their members, tell their story, cultivate their donors and engage members, yet research shows that so many are not making this platform a priority. Why? After working as a nonprofit CEO and development for over 25 years I can tell you social media should, in fact must, become a priority. It's where your members are engaging in significant conversations every day. Social media is no longer a fad, its a fundamental shift in how we communicate.
Pátá vlna unikátního celosvětového výzkumu, který se ze všech aspektů v tzv. sociálním médiím a moderním trendům on-line chování je na světě! Data obsahují meziroční srovnání, trendy a prognózy. Do detailu se věnují každé z více než 50 zúčastněných zemí, včetně České republiky. V současné době neexistuje systematičtější a rozsáhlejší informační zdroj v oblasti sociálních médií.
Running a Restaurant in the Digital World - A Chef's Perspective is the title of a presentation by Chef Mark Garcia at the Unipro Mindshare Sales and Marketing Workshop in San Antonio Texas in September of 2011. Chef Mark Garcia teaches and trains chefs and restaurateurs how to better market themselves and their brands to make significant business breakthroughs. http://www.chefmarkgarcia.com/
The Bright Future of Market Research Smartees WorkshopInSites on Stage
This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' in Utrecht (15 April, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
Managing and Connecting with your Influencers (by W2O Group & SBA)W2O Group
This webinar will help small business owners learn how to engage with people who can influence their online reputation and gain value through social media tools. Word-of-mouth is becoming increasingly more important in driving purchases. Consumers care about what other consumers think, so they spend more time researching products and services online. Influencers who have the widest reach have the potential to sway their community. Research has shown that 65 percent of top US brands reported participating in influencer marketing.
Topics covered during this webinar are:
• Understanding the importance of influencers;
• Finding the right tools and methodologies to identify your influencers;
• Learning some basic techniques for engaging your key influencers; and
• Focusing on growing your future influencers
How Behavioural Recruitment can inspire more authentic youth research Feeling Mutual ltd.
An overview of how to do more authentic market research with young people (16-24 year old, 'Generation Z'). Outlines how Feeling Mutual used Liveminds' behavioural recruitment' to do more authentic youth research and some of the psychology of young people that inspired us.
Fundraising Trends and the Next Generation of Canadian Giving hjc
Fundraising Trends in 2013
Michael and Danielle focussed on fundraising trends such as social media, mobile, and crowdfunding and other can’t-miss insights from the 2013 Next Generation of Canadian Giving study.
Similar to Keeping research respondents engaged and interested in research (20)
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Keeping research respondents engaged and interested in research
1. Respondents of the Future
Keeping respondents
interested in research in a
feedback-obsessed world.
Lorin A. Drake
Consumer Insights Manager,
Publix Super Markets, Inc.
1
10. Big Idea #3 The Market
Research
Industry no
longer has the
corner on the
market as it
relates to
consumer
feedback
10
11. Big Idea #4 People are
tired of giving
feedback –
unless they’re
engaged,
passionate or
have a stake in
the outcome.
How was your order at
Subway?
Go to
www.crappysurvey.com
11
12. Big Idea #5: It’s an ADHD world
Then why are
surveys still 10-20
minutes+?
Make it easy.
Make it quick.
Make it fun.
Or I’m not playing.
Vines are 6 secs
Tweets are 140
characters
Hitting the “Like”
button takes <1
second
The new ‘5x5’
environment
12
19. Is there any hope?
Endangered Species
#1: Panda Bear
Endangered Species #2:
Market researcher
19
20. How can we get better?
5 ideas to increase
respondent engagement
1. Humanized surveys
2. Short(er) surveys
3. Insights Communities
4. Go mobile!
5. A glimpse into a potential future
20
21. 1. Humanized surveys
“Based on any advertising, such as TV
commercials, roadside billboards, banners
on Internet Web sites, or other similar
forms of advertising, please list in the text
box below the products or types of
products that you yourself have seen
publicly advertised between January 1,
2014 and December 31, 2014. “
(Please type your answer in the box
below.)
21
24. 1. Humanized surveys
Source: Forget gamification; try writing a humanized survey.
Published in Quirk’s Marketing Research Review, February, 2014. Author: Annie Pettit.
24
25. 1. Humanized surveys
Source: Forget gamification; try writing a humanized survey.
Published in Quirk’s Marketing Research Review, February, 2014. Author: Annie Pettit.
25
26. 2. Shorter surveys
26
Source: Effects of splitting long surveys into two. Annie Pettit, Ph.D.
Published in MRA’s Alert Magazine, Fourth Quarter 2014..
27. 2. Shorter surveys Satisfaction Scores: At the end of
each survey, a 4-item grid
question to rate the survey was
provided. The shorter surveys
received significantly more
positive scores in terms of the
length and recommending the
survey.
• The last open-ended question was
a voluntary question. 75% of
responses on the long survey
were positive. By contrast, 86%
were positive for Short Survey A
and 93% were positive for Short
Survey B.
27
30. How do you drive engagement among
online community members?
1. Provide a meaningful proposition
2. Get the composition right
3. Create a private, safe and intimate
environment
4. Tailor your facilitation
5. Leverage your brand
6. More nuanced approach
30
Source: A Successful research community requires a mix of strategies. Manila Austin.
Published in Quirk’s Marketing Research Review, April 2012. Pg. 46.
31. How Member Satisfaction is Correlated with Participation
But Varies by Community Type
Participation
metrics
This
community is
a trusted
forum for
sharing ideas
I feel I can
give candid
feedback to
the brand
Technology buyers
Average # of
posts/week
0.16*
% Weeks actively
engaged
0.23** 0.17**
% Weeks lurking
High net-worth investors
Average # of
posts/week
0.17*
% Weeks actively
engaged
% Weeks lurking (0.16*)
31
32. How Member Satisfaction is Correlated with Participation
But Varies by Community Type
Participation metrics The brand is truly
concerned with
what we have to
say.
Teachers
Average # of posts/week 0.22*
% Weeks actively
engaged
0.22*
32
33. The 1% rule
1%
9%
90%
33
Create content: 1%
9% edit or
modify content
Consume only-
no contributions
Source: The 64% Rule: What real customer engagement looks like. (Communispace Corporation.)
34. Insights Communities: the 64% Rule
34Source: The 64% Rule: What real customer engagement looks like..(Communispace Corporation.)
35. More activities = More participation
35Source: The 64% Rule: What real customer engagement looks like. (Communispace Corporation.)
36. To drive engagement: Smaller is better
• Typical insights community is 300-500 members
• Average monthly participation in communities with >500
members is 61.1%. That is 6% lower than communities
with <300 members.
• Small “gated” communities yield high(er) participation.
• Exclusivity, intimacy, privacy, the opportunity to forge
relationships with other members and with the sponsoring
brand, high-touch facilitation, and the knowledge that
one’s voice is being heard– are all important factors
driving engagement.
• That and size of the community.
36Source: The 64% Rule: What real customer engagement looks like. (Communispace Corporation.)
37. Don’t forget to reward
37Source: The 64% Rule: What real customer engagement looks like.. (Communispace Corporation.)
38. 4. Go mobile!
38Source: Mobile apps overtake PC Internet usage in U.S. CNN/Money. February 28. 2014.
39. 4. Go mobile
Source: 14 striking findings from 2014. Pew Research Center..
Americans are now more
attached to their cellphones
and internet access than
their televisions or landline
telephones
Over half of internet users
now say the internet would
be “very hard” to give up
Among this devoted group,
61% say the internet
is essential to them.
Translated to the whole
population, 39% of all
Americans feel they
absolutely need to have
internet access.
39
41. The news business is
now 50% mobile.
Breaking news is even
higher.
Source: SlideShare presentation entitled ‘We’re 50% mobile. Now what?” Sources include CNN, The New York Times and
Internet aggregator Buzzfeed.
45. When news breaks, mobile is 65%+ of NYT traffic.
Source: NYT Internal
ONA 2014 #halfmobile
46. What is the market
research industry doing
to prepare for…
50% mobile?
75% mobile?
100% mobile?
47. Source: Surveys: The perfect time to optimize your content for mobile. Sundog Interactive, April 29. 2013.
Progress bar
Easy to read
Easy to select choice
Easy to move forward
Easy to go back
Back button
47
48. Exact same survey you
would see if you
accessed the survey on
a larger computer
screen.
Without zooming in
and scanning around
there is no way to read
the questions, and it’s
not easy to tap your
answers and see if you
are almost done.
Why waste your time?
48
55. Thank you!
• For questions, or a copy of the presentation:
lorin.drake@publix.com
(863) 688-1188 x58901
• For career opportunities:
http://corporate.publix.com/careers
55
Editor's Notes
This presentation is not about actionable insights. It’s not about how to be a better business partner.
Today’s presentation is about a stakeholder group that is vital to successful research—yet somehow often overlooked.
Today we are talking about respondents—those people who voluntarily participate in the research process—sometimes for a tangible reward and sometimes not. My goal for this presentation is to get you thinking more about respondents. Because without respondents, none of us would have jobs. If I can get you to think more about respondents after today’s sessions, I will consider my mission to be a success.
The percentage of households in a sample that are successfully interviewed – the response rate – has fallen dramatically. At Pew Research, the response rate of a typical telephone survey was 36% in 1997 and is just 9% today.
The general decline in response rates is evident across nearly all types of surveys, in the United States and abroad. At the same time, greater effort and expense are required to achieve even the diminished response rates of today. These challenges have led many to question whether surveys are still providing accurate and unbiased information.
Although response rates have decreased in landline surveys, the inclusion of cell phones – necessitated by the rapid rise of households with cell phones but no landline – has further contributed to the overall decline in response rates for telephone surveys.
I’d like to share 5 ideas with you. I use the term “big idea” somewhat facetiously as these are more intended to be things to get you thinking about this topic.
Soylent Green is a 1973 American science fiction film directed by Richard Fleischer and starring Charlton Heston.
The film depicts the investigation into the murder of a wealthy businessman in a dystopian future suffering from pollution, overpopulation, depleted resources, poverty, dying oceans, and all year humidity due to the greenhouse effect. Much of the population survives on processed food rations, including "soylent green".
The 20th century's industrialization has left the world permanently overcrowded, polluted and stagnant by the turn of the 21st century.
In 2022, with 40 million people in New York City alone, housing is dilapidated and overcrowded; homeless people fill the streets; about half are unemployed, the few "lucky" ones with jobs are only barely scraping by themselves, and food and working technology is scarce. Most of the population survives on rations produced by the Soylent Corporation, whose newest product is Soylent Green, a green wafer advertised to contain "high-energy plankton" from the world's oceans, more nutritious and palatable than its predecessors "Red" and "Yellow," but in short supply.
New York City Police Department detective Frank Thorn (Charlton Heston) lives with his aged friend Solomon "Sol" Roth (Edward G. Robinson). Due to Roth's advanced age, he remembers life before its current miserable state, and he routinely waxes nostalgic for his youth when the air was clean and the weather wasn't perpetually summer.
Roth takes Soylent's oceanographic reports to a like-minded group of researchers known as the Exchange, who agree that the oceans no longer produce the plankton from which Soylent Green is reputedly made, and infer that it must be made from human remains, as this is the only conceivable supply of protein that matches the known production. Unable to live with this discovery, Roth seeks assisted suicide at a government clinic called "Home."
Thorn rushes to stop him, but arrives too late, and is mesmerized by the euthanasia process's visual and musical montage – a display of forests, wild animals, rivers, and ocean life, now extinct.
Under the influence of a lethal drug, Roth tells Thorn his discovery and begs him to expose the truth. To this end, Thorn stows himself aboard a garbage truck to the disposal center, where he sees human corpses converted into Soylent Green. Returning to make his report, he is ambushed by Fielding and others.
He phones his precinct for backup but the precinct is engaged on a priority call. Thorn asks to be connected with Shirl, and to be "cut in" when the precinct is free. Thorn retreats into a cathedral filled with homeless people. In the ensuing fight, he kills Fielding but is seriously injured. When the police arrive, Thorn urges Hatcher to spread the word that "Soylent Green is people!".
It’s easy to forget that respondents are people.
We think about our clients.
We think about getting our questions answered.
But how often do we think about the respondent experience?
Who are these mysterious people taking our surveys?
Answer: they are people just like you and me!
A customer is someone you perform a service for.
A customer is someone you need in order to stay in business.
Without customers/respondents you cannot do research.
Therefore, it is important that respondents (customers) have a good customer experience when participating in research.
Hey, that was fun. I’d like to do it again!
How differently would we write surveys or moderator’s guides or screeners if we thought of respondents as customers?
We’re over-surveyed.
Every sandwich we eat, every taco we order—we’re constantly being barraged with request for feedback.
Opportunities to win sweepstakes or shopping sprees or a lifetime supply of bean burritos simply aren’t working anymore.
Also, we survey people but never share the results with them. How interesting would it be to see the results of a survey you participated in?
We use this in B2B research as an incentive—why can’t we do it with consumers? Have you ever seen those instant surveys where you vote on a single question and then see how everyone else voted—pretty powerful stuff.
3. The new 5x5 reality
Today’s consumer is willing to interact spontaneously during an interview for no longer than five minutes. Face-to-face communication is being replaced by communication via FaceTime, Skype or Hangouts. And most will interact via a five-inch screen (the smartphone), hence the new 5x5 reality.
On the bright side, researchers get real-time, location- and context-specific information from respondents. Future marketing models will be loaded with a string of rich information snippets that require advanced methodologies but generate almost real-time and enriched insights.
As a consequence of the 5x5 reality, traditional long-form interviews will be segmented and doled out over time. It will still be one assignment but executed in different steps, building upon what we learn from one step to the next.
Sorry, CNET, I’m out. Not only does this show every sign of making me miserable, it also doesn’t appear to have anything to do with your business, since I can’t imagine a product review site launching its own rewards program. If the research looked like it was directly connected to improving the site I actually was interested in viewing when I went to cnet.com this morning, I might have been willing to go further with this, but not for this.
Respondents were sourced from the Peanut Labs online research panel, a non-probability incentivized source of prescreened adults who have agreed to participate in online surveys. Test (n = 530) and control (n = 532) groups were matched on U.S. census-rep demographics (age, gender, ethnicity, Hispanic, region).
The research was conducted with a non-branded survey about computer- and video-gaming opinions and behaviors.
The survey was first written using traditional survey wording and style. It was then copied into a second version where about 90 percent of the questions were rewritten in a more casual and humanized style.
Some of the revisions were very slight, incorporating only the addition of a few words, whereas other revisions were complete rewrites. Some rewrites ended up in questions or answer options that were much longer or shorter than the original version. Regardless of whether the question and answer at hand was revised, responders in the test group would have been exposed to all of the previous humanized rewrites. Table 1 provides several examples of matching questions from both versions of the survey.
Figure 1 shows that the humanized survey generated slightly more favorable data quality results for the straightlining, open-ends and speeding measures.
Additionally, the humanized survey generated a lower overall failure rate. These results suggest that the humanized survey did not create data quality issues but may have in fact improved data quality.
Five data quality measures were designed to identify data that did not conform to what was expected.
Straightlining: Failed if data demonstrated straightlining to a half-positive, half-negative eight-question grid.
Open-ends: Failed if less than 10 characters were provided in response to a request for “Three reasons why…”
Speeding: Failed if the survey was completed in the slowest 5 percent of completion times.
Red herrings: Failed if two fake computer games were selected.
Acquiescing: Failed if 14 or more items in a list of 16 were selected
In this example, the researchers took a 20-minute survey about hotels, airlines, and loyalty programs and split it into two, splitting the incentive as well.
However, it wasn’t a simple chop. They were careful to include matching sections from the beginning, middle, and end of the long survey in each of the two short surveys for comparison. This resulted in two, 12-minute surveys.
Six hundred U.S. Census representative individuals completed the long survey, while each short survey was completed by 300 U.S. Census representative individuals.
Table 1 illustrates the breakdown of the three surveys used in this study
Following Instructions: In two cases, people were asked to select one item from a list where the question was set-up as a “select all that apply” question. In both cases, people answering the shorter survey were more likely to follow the instructions correctly.
Six open-ended questions were evaluated for quality. After coding for poor responses such as “asdf” and
“NA”, five of the six questions generated better data for the shorter surveys.
Satisfaction Scores: At the end of each survey, a 4-item grid question to rate the survey was provided. The shorter surveys received significantly more
positive scores in terms of the length and recommending the survey. With regard to ease of answering the survey and how boring it was, the short and long surveys fared the same – with the long survey scoring in-between the two short surveys.
Positive Comments: The very last open-ended question was a voluntary question that did not need to be filled in before the responder could continue to the
next page. Where 75 percent of voluntary responses on the long survey were positive, 86 percent (Short Survey A) and 93 percent (Short Survey B) on the short survey were positive.
Market research online communities (MROCs) are an increasingly popular research method. They allow market insights professionals to engage with consumers via a number of different research activities, and provide in-depth insights in a relatively quick nature. They are, in most instances, more cost-efficient than traditional forms of qualitative and quantitative research.
According to industry research, the fastest growing major new research methodology is the use of market research online communities. Greenbook’s most recent GRIT study (GreenBook Research Industry Trends) reports 36% of client-side researchers currently use MROCs. The most high profile communities are those run by consumer facing companies, such as retailers, banks, consumer packaged goods, media, and travel. Many major grocery chains, Wegmans, Safeway, Lowes Foods, Whole Foods, Kroger, and Wal Mart just to name a few, use MROCs.
MROCs provide a platform where companies can engage directly with customers in ongoing, two-way or even group conversations, as opposed to the one-way interaction of traditional research methods. Traditional research methods rely on “asking” questions, where communities emphasize “listening” to customers.
There is intrinsic motivation to join and participate in an online community because of a relationship with a brand. This would be especially true for Publix because of our customer-centric focus, and the deep relationships we have with our customer base. People who sign up for panels and communities do so because they want to be involved and want to be heard. Listening to customers and acting upon their feedback can create greater loyalty and advocacy.
The most common reasons customers will participate in a community include:
To be part of a club
To feel exclusive
To have an impact
To get insider knowledgeable
To give advice
Stood the test of time
While community design is arguably as much of an art as it is a science, the following tactics have stood the test of time for us, helping us deliver value across multiple demographics and industry verticals, and in support of any number of business objectives.
Provide a meaningful proposition for members. First and foremost, remember that online research communities are intentional and purpose-driven. The community designer must create and communicate that purpose, which becomes a center of gravity for members and which can help differentiate the research community from public social networks. So be it a shared experience with a medical condition, being frequent shoppers of the same retailer, being fashion mavens or style leaders or having professional interests in common, finding that common bond that creates social glue for the community is a critical first step.
Get the community composition right. Hand-in-hand with creating a compelling, shared purpose is the need to be thoughtful and targeted about who to invite into the community. Recruitment costs can be expensive but the cost of assembling the wrong group of people is even higher. Not only do community members need to meet specific criteria as determined by the research objectives, they must also find the notion of interacting with one another interpersonally appealing. So research design in online communities is just as much about designing an engaging social context as it is about writing good survey questions or moderating discussions.
Create a private, safe and intimate environment. Unless the business purpose is to spread word-of-mouth (which is arguably a marketing, not a market research, goal), then the person-environment fit is almost always improved by keeping the community small and private. From the members’ perspective, the fact that the community is closed and exclusive makes them feel as though they are participating in something special. Additionally, privacy – along with the intimacy and trust that develop as a result of it – are crucial contextual elements if the content of the community is at all sensitive. From the brand’s point of view, closed communities allow companies to test products early on in the innovation stream, to get to know individual members in ways that would be impossible in a large and public network, and – conversely perhaps – to hear a greater range of opinions. One advantage of a small and private online environment is that it is difficult to remain anonymous or to be a passive participant; this means that the formation of cliques, which do occur in public settings, is deterred, creating a more inclusive dialogue with a greater diversity of members
Tailor your facilitation. The value proposition is based on more than the structural elements of community design, which are often determined before a community launches. Of equal importance are the ongoing interpersonal actions community managers perform on a daily basis. While cultural norms are often codified in member agreements and information on the homepage, they are enacted and reinforced daily by facilitators. We have learned, for example, that the style of communication and activity design are very different in B2B versus B2C communities. It is fine and even welcomed in a community of moms, for example, to field activities on lighthearted or sentimental topics. In business customer communities, whose members look for and expect a much a more business-focused experience, communication and research activities need to be clearly aligned with members’ professional interests.
Leverage your brand. Research has shown that branded communities consistently outperform unbranded ones (Lerman and Austin, 2006) and companies should not underestimate the power of a brand to bring people together. Even for low-involvement categories (e.g., fabric softeners, toothpaste, motor oil) we have found that people are energized by the opportunity to engage with companies when they believe their time and effort are being well spent.
More nuanced
In order to engage people in online market research we must view them in more nuanced ways than one-dimensional demographic or consumer categories. Historically, the measure of good research has been to mitigate and control systematic error as much as possible (Austin, 2012). In online research communities today, however, we must figure out how to engage people before we can consider measuring (or predicting!) their behavior. Thus the design of the setting – putting in place those features that will make a given community compelling to members for various reasons – is a new core competency.
Despite the explosion of social media, the “1% rule” first identified in the early 1990s, still largely holds true.
Opinion, feedback and knowledge-sharing forums such as blogs and rating and review sites (Trip Advisor, Netflix, Amazon, Yelp, etc. etc.) show the same social technographics that they did at their inception: 1% of people create content, 9% edit or modify that content, and 90% view the content without contributing.
While roughly 35% of the Facebook users who log in weekly update their status, that content is generally private and inaccessible.
To market researchers, and the public feedback gathering tools within Facebook –as of this writing, a simple polling capability – show response rates of about 5% (based on very limited data).
In contrast, in the private, recruited 300-500 person insight communities run by Communispace Corporation, an average of 64.1% of community members contribute new content every month, and only 7.5% “lurk,” i.e. read content but do not contribute.
More opportunity breeds more participation
A more significant variable than either community type (B2B vs. B2C) or industry vertical is the volume of facilitator-initiated activities each month, where an activity can be a discussion, survey, brainstorm, image or video gallery, or other special assignment such as journaling projects, mind maps, mobile diaries, etc.
Just as there is an optimal community size (discussed on the next slide), there is also an optimal number of activities per month. With fewer than four activities per month, there simply isn’t enough fresh content to keep members engaged. With more than twelve (when fielded to the community as a whole,
as opposed to smaller subgroups), members become overwhelmed by too many activities competing for
their attention.
However, even within that four-to-twelve monthly activity range, we see notable variations in participation and lurker rates. Service levels that include more monthly activities yield a higher rate of participation and number of contributions per member. In communities where facilitators start at least seven activities per month (and the typical client engagement is for eight activities per month), participation rates are over 10% higher, and lurker rates almost 4% lower than in communities offering a maximum of four business-related activities per month.
To best deliver on a community’s purpose, which is to generate deep insight and engage consumers in co-creation, large numbers are neither desirable nor effective. Data from the current study echo findings from our 2007 research, indicating that when it comes to community, it is definitely possible to be too big.
Average monthly participation in communities with over 500 members is 61.1%, which is 6% lower than that in communities with fewer than 300 members.
Prior research by Communispace has revealed several reasons why small, “gated” communities yield high participation.
Exclusivity, intimacy, privacy, the opportunity to forge relationships with other members and with the sponsoring brand,high-touch facilitation, and the knowledge that one’s voice is being heard– these are all important factors driving engagement. And the total number of members – whether the
group feels like a large reception vs. a crowd vs. a mob – is a major determinant of whether those essential conditions can exist.
NEW YORK (CNNMoney)
Americans used smartphone and tablet apps more than PCs to access the Internet since one year ago this month -- the first time that has ever happened.
Mobile devices accounted for 55% of Internet usage in the United States in January. Apps made up 47% of Internet traffic and 8% of traffic came from mobile browsers, according to data from comScore, cited Thursday by research firm Enders Analysis.
PCs clocked in at 45%.
Although total Internet usage on mobile devices has previously exceeded that on PCs, this is the first time it's happened for app usage alone.
The shift follows a freefall in PC sales, which suffered their worst decline in history last year.
Smartphone adoption, meanwhile, increased 39%, acording to research firm IDC. This trend will likely continue thanks to improved user experience on mobile apps and the expansion of high-speed 4G access, said Andrew Lipsman, vice president of marketing and insights at comScore (SCOR).
As of January, 55% of American adults had smartphones, while 42% owned tablets, according to the Pew Research Center.
Americans are now more attached to their cellphones and internet access than their televisions or landline telephones, marking a shift in their communications habits since 2006. Over half of internet users now say the internet would be “very hard” to give up. And among this devoted group, 61% say the internet is essential to them, either for work or other reasons. Translated to the whole population, 39% of all Americans feel they absolutely need to have internet access.
In the six years that Flurry has been reporting on our mobile app usage, and in some cases addiction, we’ve seen stunning growth. This last year was no different.
According to Flurry Analytics, in 2014 overall app usage grew by 76%. In this context, Flurry defines app usage as a user opening an app and recording what we call a session.
In 2014, Shopping, Utilities & Productivity, and Messaging experienced triple-digit growth and were the key drivers. As our mobile devices become more and more a part of our everyday lives, we are increasingly using them for always-on shopping, working, and communication. Where years past have seen massive growth in games and entertainment, 2014 was the year apps got down to serious business.
Every app store category has again seen session growth in 2014. While 2013 was the year messaging apps took off, 2014 was the year retail came to mobile in a big way.
Sessions in shopping apps on iOS and Android increased by a whopping 174% year-over-year (note: for iOS, the “Lifestyle” category includes more than shopping). On Android alone, the shopping category increased by 220%.
Smartphone users opened more Utilities & Productivity apps in 2014, confirming that our phones and tablets have become indispensable devices that help us work and keep our lives organized. We need look no further than Microsoft’s mobile moves this past year. The quintessential productivity suite - Office - is now available on mobile, and not just Windows devices but Apple and Android. Microsoft also made other moves to show its commitment to mobile by buying email app Acompli. It makes sense that productivity in the cloud should be mobile-first, powering the “anytime, anywhere” nature of the way we work today.
This example comes from a Toyota dealership in Denver. At the dealership the customer was assigned a customer representative, and when her car was finished she indicated that she would receive a survey by email, and it was extremely important to her and the dealership that I fill it out and give my honest feedback.
A few days later a link to the survey appeared in the inbox of her personal email. She almost never logs in to her personal email on my laptop. Rather, the endless reminders about sales at Nordstrom and that bills are due just get checked on her phone, so only work email needs to be pulled up on a larger screen.
She appreciates (especially as a marketer) that for businesses, these surveys can offer some really valuable insight. However, she will admit that she is lazy enough to pass on a survey if it means she has to turn to her computer (or go and get her bag, or set a reminder for when she is near her computer again) in order to complete it.
She decided to just tap the link to the survey on her phone and give it a try. She didn’t have very high hopes for what it would look like, but she was pleasantly surprised to see that the survey was perfectly optimized to be done on a mobile device.
The text was easy to read, it was easy to tap her choice, go forward or go back, and it was nice to have the progress bar at the top.
While she was surprised to have had such a good experience, the more she thought about it the more she wondered why every single business isn’t making their surveys work on mobile devices.
Please note: Optimized for mobile does not mean that you can take the survey using a mobile device. Optimized for mobile means that the survey is programmed, customized and tailored entirely for the mobile user experience. It also means taking advantage of the unique features and benefits that the mobile environment offers.
This is a time when your business needs something from someone else, and the participant doesn’t usually get anything in return. You should make the experience as easy as possible, and that means no matter what device someone opens the survey on, it should work.
Lots of proponents of mobile content complain that even if a website has a mobile version, it might not include all the pages really needed or, at the end of the day, it just doesn’t work well enough. This would be an excellent example of that. Maybe your home page works well on mobile, but what about the pages people are likely to click into after receiving an email?
This survey came from a customer who had some maintenance work done in her apartment recently and they, again, sent her an email with a survey and asked that she fill it out. When she clicked into it, this is what the survey looked like.
It’s not a total train wreck, but it is the exact same thing you would see if you accessed the survey on a larger computer screen. Without zooming in and scanning around there is no way to read the questions, and it’s not easy to tap your answers and see if you are almost done.
If your customers have that sort of an experience on their mobile device, they might very will just give up and not send you the feedback you claimed was so valuable.
As you go forward, consider mobile, or work to make your mobile experience better, don’t forget the times that might involve asking customers for a favor.
I’m guessing I’m not the only one busily checking emails on my phone only to forget about them a few minutes later. The purpose of content optimized for mobile is to give people what they need, when and where they need it. Why should a survey be any different?
How many of you got to Miami on an airplane? [ask for show of hands]
How many of you felt like this guy on the plane? [again, show of hands]
How many of you got to Miami like these people?
If airlines have separate experiences for different passengers—why can’t research?
Should every respondent have the same experience? Why?
Business class research: For the real high rollers and super-hard-to-reach participants, incentives aren’t enough: you need to retool the whole research experience to make it as seductive and delightful as possible – a kind of first- or business-class research to set against the economy experience we usually offer. Whether this is a bespoke, beautifully designed and smooth online questionnaire or a luxurious one-on-one interview, there will be some participants who are definitely more equal than others. Example: health care, such as doctors or other highly specialized, highly paid, highly sought after individuals. Or HR or IT executives. Again, highly sought after populations.
6. Spontaneous surveys: The rest of us might find ourselves faced with authorless surveys. If we can be served ads based on our searches and interests, why not questions? Researchers will be thinking in terms of short, highly modular questions anyway – release those as streams of individual attitudinal questions and let Google serve them individually. Eventually it might auto-generate its own questions and let you buy “information terms” like you buy ad words.