Market research and social data must come together to offer the most comprehensive analysis of customers, competitors, markets, and brands. Marketers have access to so much data today that it’s easy to fall into a silo marketing approach where the focus is either on market research data or social data but not the two together. However, neither type of data paints a clear picture. The trick is marrying the two in order to find the necessary clarity to make the right strategic business decisions. However, this is a relationship that needs to be nurtured if it’s going to survive the long-haul. Read more
BLOG ARCHIVE: ALL POSTS FOR May 2012
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Political Updates Survey: Undecided Voters Less Likely to Connect OnlineWith the Presidential election season heating up, candidates and political organizations are looking for new and different ways to connect with voters. Candidates and the organizations that support them are taking advantage of social media, newsletters, and even smartphone apps. But how many Americans are connecting with them in these ways, and how will they affect votes? |
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Brand Extension Brings PayPal to Brick-and-Mortar RetailersPayPal is coming to a store near you. Fifteen retailers will allow consumers to pay for purchases via PayPal at brick-and-mortar stores according to an Advertising Age report. There are many ways to extend a brand, and this seems like a great strategy for PayPal to offer its 110 million users additional ways to use its payment service. The brand extension could lead to new customers, too. Read more |
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Consumer Confidence Survey: Many Not Happy About Economic OutlookConsumer Confidence has fallen to a five-month low after analysts had originally expected it to rise. How do US consumers currently feel about the improvement of the US economy? And how does their economic outlook affect their purchasing decisions? |
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Satisfaction vs. Loyalty: Two Sides Of The Same CoinOne of the more common goals in online surveys is to understand the customer experience. Basically, we’d like to know two things: • Are our customers happy? We could use fancier words, but that’s really the bottom line. Read more |
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Online Television Survey: Many Interested in Exclusive ContentMany television shows have been available to watch online for years. But more recently, some online and streaming entertainment services have showed interest in providing exclusive content. Particularly, some plan to continue shows that have been canceled by networks, since they already have built-in audiences. Are Americans interested in streaming these shows once they’ve been canceled? And how many already enjoy online television? |
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Apple Dominates List of Top 100 Most Valuable Brands of 2012Each year, Millward Brown releases its Brandz list, which ranks the top 100 most valuable global brands, and Apple landed in the top spot again in 2012. While that news might not be surprising to you, you might be surprised to hear just how much more powerful Apple is in terms of brand value than any other global brand. For example, Apple’s brand value is 58% higher than the brand that landed in the #2 spot, IBM, and nearly double that of the brand that landed in the #4 spot, McDonald’s. Read more |
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Business Travelers Survey: Many Research Destinations OnlineBusiness travelers around the country often spend more time in airports and hotels than those who travel for personal reasons. How do the habits of those business travelers differ from other travelers? How do they decide where to travel, and how do they connect with their destinations? |
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Guide to Mobile Apps for Brands – Part 4You decided to develop a branded mobile app. You conducted your market research. You identified your mobile app strategy. Now, it’s time to market your mobile app and analyze its performance. That’s the topic of Part 4 of the Guide to Mobile Apps for Brands series, and it’s a critical component of ensuring your mobile app has a chance for success. Read more |
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Social Media Monitoring Survey: Many Notice Targeted AdsSocial media posts have become a popular source for companies looking to target specific consumers who have been talking about their products. Have consumers noticed these targeted ads on Facebook and other sites? And do they think social media monitoring can be effective, or is it just an invasion of privacy? |
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Guide to Mobile Apps for Brands – Part 3In Part 1 and Part 2 of the Guide to Mobile Apps for Brands series, you learned how to determine if your brand needs a mobile app and how to conduct market research to ensure you develop a branded mobile app that gets downloaded and used frequently. In Part 3, you learn how to create a strategy to develop a mobile app that has a chance at helping you reach your goals. Read more |
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Facebook Advertising Survey: Many Think Ads Can Be EffectiveGeneral Motors recently pulled their advertising from Facebook, causing some concern among potential Facebook investors. Though many companies think Facebook can be an effective platform for advertising, others worry that GM might be the first of many companies to pull their advertising from the social networking site. Do American consumers think that Facebook advertising is effective? And what do they think about GM’s decision? |
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Guide to Mobile Apps for Brands – Part 2In Part 1 of the Guide to Mobile Apps for Brands series, you learned why you might consider developing a branded mobile app, a mobile website, or both. Once you decide to develop a mobile app, you need to conduct some market research so you can put together a mobile strategy that will help you reach your brand goals. If consumers aren’t interested in your mobile app, then your investment in developing that app is little more than an exercise in wasted time and money. Your first step in taking your brand to the mobile audience is learning what they want and need. Read more |
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Motorola Mobility Survey: Many Expect More Innovative Products from GoogleGoogle just purchased Motorola Mobility, the company’s largest acquisition to date. The new merger may allow Google to create more innovative products, but some worry that Google may be becoming too powerful. What do consumers think about the purchase, and how many are excited to see what Google and Motorola can become? |
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Guide to Mobile Apps for Brands – Part 1Does your brand need a mobile app? What should your branded mobile app be? These questions and more will be answered in the Guide to Branded Mobile Apps series. Research by Distimo from the latter half of 2011 shows that 91% of the top 100 brands have at least one app in the leading app stores (Apple, Android). That’s up from 51% in early 2010. Popular mobile apps can be a major coup for brands. However, it’s a costly investment, and research from Deloitte in 2011 revealed that 80% of major consumer and healthcare apps are downloaded fewer than 1,000 times. Read more |
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Text Message Marketing Survey: Many Not Interested in Receiving TextsText Messaging is a relatively new way for companies to reach out to their customers. So many are unsure about how effective it can be and how customers perceive this method. How many consumers currently receive these messages from companies, and how many think text message marketing can be an effective practice? |
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Look out Angry Birds – Rovio is Expanding with a New Game
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What’s a company to do when a brand explodes into a global phenomenon? Extend the brand! Well, Rovio did that with Angry Birds, and can keep doing it since the popularity of the mobile game featuring birds, pigs, and slingshots shows no signs of slowing down (Angry Birds recently hit the billion download mark). However, instead of taking the easy route by simply extending the Angry Birds brand for years to come and launching Angry Birds sub-brands, Rovio is hoping to recreate the Angry Birds phenomenon with a new game that will have it’s own brand identity.
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Tablet Readership Survey: Many Notice Enhanced AdsSince tablet devices have been gaining users, advertisers have been looking for new and different ways to reach out to those users. Since tablets offer unique opportunities for interactive or enhanced ads, many companies have tried out different ad formats to help their messages stand out from the rest. But what do consumers think about these ads? How many users have interacted with ads on their tablet devices? |
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Building a Brand into a Cultural Phenomenon – Part 4So far in the Building a Brand into a Cultural Phenomenon series, you’ve learned about the 5 stages of brand growth, the primary ingredients needed to become a brand phenomenon, and the extra secret ingredient that is necessary to become a true brand phenomenon. Now, it’s time to learn how you can gather the information you need to make all of that happen. In other words, you need to conduct brand research to gather the data and insights necessary to make the right strategic decisions for your brand. Read more |
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Travel Research Survey: Many Would Connect More for DiscountsAmerican travelers often research information about their destinations before they leave, and many do so online. But how many travelers actually connect with their destinations through social media, newsletters, and similar formats? Are there any incentives that would make them more likely to connect? |
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Building a Brand into a Cultural Phenomenon – Part 3When you think about building a brand, one of the first things marketers typically consider is how to make that brand relevant in consumers’ minds. Brands that become cultural phenomena haven’t just become relevant. They’ve made competitors irrelevant. These brands have successfully navigated through the five stages of brand growth and incorporated the necessary ingredients to develop a brand phenomenon. However, these brands also understand the importance of incorporating a secret ingredient into their brand growth plan that makes all the difference — consumers. Read more |
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Video Apps Survey: Sharing Apps Gaining UsersSince the success of photo-sharing apps like Instagram, many different video sharing apps have been vying for the lead in that market. Apps like Viddy, Socialcam, and Color have all been gaining users in recent months, and many feel that their popularity will only continue to rise. How many smartphone users have already downloaded video apps, and how many may do so in the near future? |
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Building a Brand into a Cultural Phenomenon – Part 2In Part 1 of the Building a Brand into a Cultural Phenomenon series, you learned about the five stages of brand growth. Now, it’s time to learn about the primary ingredients that go into a brand that becomes a cultural phenomenon. As you read through this article, you’ll notice that many of the ingredients are fundamental parts of building all brands. However, brands that become cultural phenomena take these ingredients to a higher level of importance and better integrate them into the framework of their brand strategies. Read more |
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Online Posting Survey: Most Think People Share Too MuchIn today’s online culture, many Americans make a habit of sharing information with others through social networking and other websites. Some users are comfortable sharing personal information with their network, and others would prefer to keep that information private. How many US consumers share this type of information, and how many think there are too many personal posts shared online? |
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Building a Brand into a Cultural Phenomenon – Part 1Why do some brands become cultural phenomena? Brands like Apple and Harley Davidson have become a part of society, and they would be missed by a lot of people if they disappeared. Significant changes to either brand would likely draw an outcry from loyal customers and the broader consumer population. The promises that these brands make to consumers are as important as a promise made by one person to another. In short, some brands aren’t just icons, they’re a way of life. In my new series, Building a Brand into a Cultural Phenomenon, you’ll learn how it’s done. Read more |