This issues keywords: data collection; audience engagement; personal data; mobile marketing
Data from a six-month survey of 187 U.K. research professionals by London research firm RSM show that the MR workers maintain strong reliance on and confidence in traditional methods of data collection. Traditional methods, which included online surveys, focus group, in-depth telephone interviews and CATI, had been used by 98 percent of the professionals in the past year in an average of 93 projects. Emerging methods, which included MROCs, social media and big data analytics, mobile surveys, behavioral economics, neuromarketing and eye-tracking, were used only in an average of 18 projects. However, 87 percent of the respondents agreed that identification of methodology as “traditional” or “new” was not important and that a range of techniques should be considered based on the research objectives.
Research by IPG Media Lab, a New York marketing firm, and YuMe, a Redwood City, Calif., marketing firm, indicates that the best way to engage your audience is to contact them when they are away from home, using a mobile device. The research showed that a consumer’s attention to a video ad increased when they were commuting to work or in a public place. The subject’s location was the highest predictor of attentiveness, followed by mood, genre of video, and the viewer’s “need state.” The screen size of the mobile device was also a factor, with smaller screens bringing more attentive viewers.
A survey by London researcher YouGov found that 35 percent of people who used apps on their smartphones and tablets later deleted them due to concerns that their personal data was being used inappropriately. The online survey included 2,021 U.K. adults and was completed in August, 2014. The survey was commissioned by London law firm Osborne Clarke and Bristol, U.K., software firm Mubaloo.
A new report identifies the best times to deliver an ad in order to engage a consumer and lead him to click on the ad as “rescue,” “reward,” or “encourage” moments, defined respectively as when a consumer feels defeated and in need of help, when a consumer feels happy about an achievement and when a motivational message is given. The Social and Mobile Gaming Report, issued by New York Internet firm MediaBrix, shows that rescue moments brought 66 times higher click rates than online or mobile ads, reward moments brought 50 times higher rates and encourage moments brought 23 times higher rates.
Research by Paris telecommunications company Orange finds that consumers place a value of £140, or $227, on sharing their personal data with businesses, increasing this value to £200 ($324) if they are unfamiliar with the company. Consumers regard the e-mail addresses of friends and family as a valuable set of personal data, with 59 percent saying they would “never” share this information. However, only 39 percent said they would “never” share a history of purchases made on their mobile devices and only 35 percent would “never” share their full name or date of birth. The Orange study, “The Future of Digital Trust,” included data from 2,023 online interviews among mobile phone users in the France, Poland, Spain and the U.K.
These reports were compiled from recent issues of the Daily News Queue, a free e-newsletter digest of marketing research and insights news and information delivered each business morning. Not already in the Queue? Sign up here!