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A 4-Dimensional View of the Digitally Engaged Consumer: Creating a single-source methodology to harness insights of today's 'new' consumer
Maria Domoslawska and Heather Dougherty, ESOMAR, Congress, Istanbul, September 2013
This paper discusses research into consumer engagement with brands across different technology platforms.
This paper discusses research into consumer engagement with brands across different technology platforms. It explains how a single-source methodology was developed to allow advertisers to understand the behaviour and purchasing intent of digitally engaged consumers, finding that there is a discrepancy between what consumers says they do online, and what they actually do. Understanding the in-depth segmentation of consumers is important as they now expect a personalised brand message across platforms.
Using Neuromarketing to Discover How We Really Feel About Apps
Melody Adhami, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing agency Plastic Mobile and neuromarketing firm True Impact Marketing use cutting-edge neuromarketing technology to determine what really resonates with users when browsing, selecting and purchasing items on mobile.
Mobile marketing agency Plastic Mobile and neuromarketing firm True Impact Marketing use cutting-edge neuromarketing technology to determine what really resonates with users when browsing, selecting and purchasing items on mobile. The two firms used brain-imaging technology to gather insights on how users are feeling and reacting to mobile commerce experiences. Thirty participants used the iPhone to navigate three transactional applications through a pre-determined purchase path while using EEG and eye tracking hardware. These devices analyzed the emotional and attentional activation of the brain, and what aspects of the applications saw the most visual attention. Participants were asked to complete two surveys, one before and one after using the applications, to garner information on the implications of mobile applications to brand perception. Results showed that users do not always say what they are really thinking or seeing, that apps have a significant impact on overall brand perception and that user experience impacts on whether or not the user shops in the app.
Shop While You Talk: Determinants of Purchase Intentions Through A Mobile Device
Archana Kumar and Avinandan Mukherjee, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
As mobile devices become ubiquitous in consumers' lives they are starting to play a major role in consumers' shopping experiences.
As mobile devices become ubiquitous in consumers' lives they are starting to play a major role in consumers' shopping experiences. However, the relatively slow off-take in mobile purchasing has perplexed researchers. Research in marketing and retailing has predominantly focused on consumer characteristics to predict mobile shopping without considering the interdependencies between user personality, perceptions and attitudes toward technology in general and mobile shopping in particular. This study adopts an integrative approach by combining TAM and TRI to predict attitudes toward mobile shopping and purchase behavior through mobile devices. The authors argue that user personality traits toward technology influence user perception toward mobile shopping, which in turn impact user attitudes toward mobile shopping leading to purchase behavior. The study not only demonstrates support for this three-stage process, but also identifies key personality and perception variables that marketers could use to segment and target consumers that have a greater proclivity toward mobile shopping.
Chinese Consumers' Perceptions Toward Smartphone and Marketing Communication on Smartphone
Huan Chen, Fang Liu and Tingting Dai, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Qualitative research was conducted to explore Chinese consumers' perceptions of smartphones and marketing information on smartphones.
Qualitative research was conducted to explore Chinese consumers' perceptions of smartphones and marketing information on smartphones. Findings indicated that Chinese consumers' interpretations were largely shaped by their previous experiences with computer usage. The study also revealed the multiple barriers of mobile marketing on smartphones in the context of China. Theoretical and practical implications are offered.
Mobile marketing and the value of customer analytics
Cameron Dow, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing and commerce is gaining prominence in Canada, but companies that do not understand the needs and preferences of their customers risk alienating them in this highly intimate medium.
Mobile marketing and commerce is gaining prominence in Canada, but companies that do not understand the needs and preferences of their customers risk alienating them in this highly intimate medium. Analytics helps marketers increase their knowledge of the customer, enabling improved personalization of marketing to help build trust with the customer, which is important to the success of mobile marketing. It also assists in breaking through marketing barriers with location-based, hyper-personal marketing that is best able to reach the customer and be impactful. As the promise of the mobile wallet is becoming a reality, by owning the payment and shopping channels, businesses can garner extensive customer insight and turn around to sell them product the company knows they are likely to buy based on previous behaviour.
The Effects of Interface Design of Hand-Held Devices on Mobile Advertising Effectiveness Among College Students in China
Wenjing Xie, Yunze Zhao and Wenya Xie, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China.
Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China. This study employs mobile marketing theories and examines how the interface design of hand-held devices influences mobile advertising effectiveness among college students in China. A survey with 442 undergraduate and graduate students was conducted in Beijing in 2011. Results indicate that the interface design of the hand-held devices, especially the ubiquitous feature, large screen size, advertisement size, and ease of use, will foster a positive emotion, increase Chinese college students' arousal upon receiving mobile ads, and increase purchase intention. Theoretical and practical implications and suggestions for future research are discussed.
Understanding the Orientation of Gen Y Toward Mobile Applications and In-app Advertising in India
Varsha Jain, Ketaki Bhave and Subhadip Roy, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012.
Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012. Smartphones are being used extensively in India by Generation Y individuals (those born between 1980-2000). The rise in smartphone usage is attributed to usage of mobile applications. The marketers are trying to cash in on this trend by approaching consumers through phone media. Since a majority of the heavy users belong to Gen Y, it is important to study how they interact with brands through mobile applications. This study attempts to comprehend Gen Y's attitude toward in-app advertising and branded applications. The authors adopt a qualitative approach to understand the consumer insights. Focus group discussions and in-depth interviews have been used to comprehend perception, liking and preference toward mobile applications and in-app advertising of Gen Y. The major determinants that formulated the attitude of consumers pertaining to in-app advertising were found to be: involvement with the app, hindrance caused by the ad, screen size, contextualization, personalization, relevance, credibility, permission, control and incentives. The study provides relevant insights for practitioners and also provides a scope for further research in the area.
2013: The Breakout Year for Mobile Measurement - What every marketer needs to know about push notifications, SMS and mobile email messaging in 2013
Brendan O'Kane, International Journal of Mobile Marketing, Vol. 8, No. 1, 2013
As consumers adopt smartphones and tablets at soaring rates, marketers are racing to make sense of the copious data those transactions generate, harness what the data says about their customers, and then act on that information.
As consumers adopt smartphones and tablets at soaring rates, marketers are racing to make sense of the copious data those transactions generate, harness what the data says about their customers, and then act on that information. This paper addresses the issue of whether there is a need for analytics and data aggregation for mobile messaging campaigns. It describes the results of a case study preformed on one of Australia's most comprehensive parenting websites and provides insights and analysis of the strategies and techniques used, such as action analytics, a/b split testing and retargeting. The paper draws the conclusion that using analytics to target precise messaging will substantially increase consumer engagement and increase ROI.
You've Got Mobile Ads! Young Consumers' Responses to Mobile Ads with Different Types of Interactivity
Jay (Hyunjae) Yu, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity.
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity. The results indicate that young consumers have significantly different attitudes (positive or negative) toward mobile ads with different levels of interactivity. In other words, companies should reconsider their optimistic view that consumers will welcome all types of mobile ads. The responses from some participants even indicate that they not only dislike mobile ads, but also sometimes dislike the brand of the mobile ad.
Youth Mobile World! A multi-country comparative case study of mobile use among young people
Anastasia Mirzoyants and Aneta Guenova, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media.
This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media. The methodology was replicated with little to no adaptation across selected countries. The study employed a suite of research methods from a large-scale national survey to expert interviews, focus groups and ethnographic observations. Results indicated that, while the new media did not turn youth into political activists overnight, they did make them more responsive to the world around them and, in times of crisis, more politically or socially active. The authors argue that the study served as a useful background for "situating" findings from follow up digital research in selected countries.
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