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Embracing Change: Exploring How Creative Professionals Use Interactive Media in Advertising Campaigns
Adam Wagler, The Journal of Interactive Advertising, Vol. 13, Issue 2 2013
Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change.
Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from 'advertising'. An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences while embracing change by building interactivity into their 'DNA'. Professionals and educators will benefit from these findings that identify traits, skills, and strategies to stay current with a media environment that changes daily.
The Art of Research: Using the power of images to increase the value of the Diesel Pinterest page
Annelies Verhaeghe, Joeri Van den Bergh, Filip De Boeck, Stefano Tabogo and Alice Merlo, ESOMAR, Congress, Istanbul, September 2013
This paper describes how Diesel, the clothing company, developed a Pinterest page to allow the brand to communicate a visual brand message.
This paper describes how Diesel, the clothing company, developed a Pinterest page to allow the brand to communicate a visual brand message. Diesel explains that pictures are a great means to break down communication barriers between consumers and marketers, as pictures can show far more, and at greater speed, than written descriptions. Visual analysis of social media data led to a digital segmentation that forms the base of Diesel’s digital strategy on Pinterest. This has allowed it to build its online brand in a way relevant to the target generation Y audience.
Unlocking Success with Digital Shoppers: The e-commerce barriers and enablers that you need to consider
Jeanne Danubio and Nikhil Sharma, ESOMAR, Congress, Istanbul, September 2013
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase.
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase. This research views the path to purchase from the perspective of the increasingly connected shopper, explores the benefits/barriers to digital adoption of key consumer product categories, and considers how to integrate digital touch points that achieve success online and in-store. Results illuminate the role that various digital touch points play in influencing shoppers' purchase decisions.
Collaboration with co-researchers in communities
Anouk Willems and Tom De Ruyck, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 587-589
These conference notes are drawn from the Association for Survey Computing conference held in London in April 2013.
These conference notes are drawn from the Association for Survey Computing conference held in London in April 2013. They consider the challenge of the gap between what a consumer shares and how a researcher understands it and provides recommendations for ways in which consumers can collaborate and become "co-researchers".
The Future Foundation Digital Download: The latest and greatest in the world of digital
Richard Nicholls, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper provides an overview of the world of digital in 2013, focusing on global and national digital behaviours, how consumers are using digital tools, how social media is affecting culture and how internet users are managing their personal data and online identities.
This paper provides an overview of the world of digital in 2013, focusing on global and national digital behaviours, how consumers are using digital tools, how social media is affecting culture and how internet users are managing their personal data and online identities. The presented figures include mobile, smartphone and tablet ownership; e-commerce and mobile banking usage; maximising behaviour online; attitudes to social media; and management of online profiles. Each section concludes with actionable insights. It includes data for 26 national markets.
Screen Age: Digital impacts on Asian middle class lifestyles
Christophe Robert, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi).
This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi). It offers insights on the impact of digital life on middle class lifestyles, work, education and entertainment in emerging markets, in addition to digital fatigue from always-on multi-tasking in advanced markets. Amongst the in-depth findings, the report shows that while there are generational gaps in people's approach to digital life, even in emerging Asia, the over 50s are connecting to the internet. Young adults and teens live full digital lives, enhanced by mobile. However, there are usage differences between emerging markets, where there is a sense of fascination and excitement about the digital world, and the emerged Asian markets, where there is growing fatigue from always-on multi-tasking. Here people try to re-establish control over chaotic digital lifestyles by de-cluttering and streamlining their use of online services. In the future, this report predicts that the term 'digital' will become irrelevant, marketers must learn how to involve consumers without overwhelming them, brands must be subject to peer review, social networks will be created for specific purposes and marketers are encouraged to think local first.
How research assisted the rollout of a mobile agriculture information service: the day Peepli went [live]
Purvi Mistry and Ameya Samant, International Journal of Market Research, Vol. 54, No. 5, 2012, pp. 589-602
Knowledge is power. It can help you transform the way you live and the way you do business, and can help you to reap benefits that you never thought possible.
Knowledge is power. It can help you transform the way you live and the way you do business, and can help you to reap benefits that you never thought possible. A small bit of information can enable you to take informed decisions in a proactive manner and save yourself the agony of various losses: time, money and so on. The client discussed herein is the world’s leading provider of intelligent information for businesses and professionals. It wanted to empower the mass of the Indian population – the agricultural community – with basic information on weather, commodity prices and crop advice. The question was ‘How feasible is this?’ To answer this, the client partnered with IMRB International nearly five years ago. The research project was long drawn out and completed in varied stages, starting with checking the acceptance of a paper concept through a house-to-house survey of farmers, converting the same to a tangible offering upon acceptance and testing the same through central location testing, where all farmers were collectively given a demonstration of the product, their reactions recorded and, finally, a working model developed to be tested in real time by a select set of farmers to bring the finishing touches to the product. The client still touches base with subscribers through IMRB International, to garner post-usage feedback, satisfaction with services being provided and to discover any other thing that could be done better. From providing the service in one state, the client has progressed to successfully providing the service to 13 states in India. The service has enjoyed unprecedented success and is estimated to have been taken up by more than two million farmers through its usage and sharing in more than 15,000 villages. The decision-enabling nature of the information has had a direct impact on the livelihood of the farmers, enabling them to lead a better life through increased incomes and reduced losses. Individual farmers claim to have reaped significant return on their investment, achieving up to INR200,000 (US$4000) of additional profits, and savings of nearly INR400,000 (US$8000) by using this service, which costs roughly INR250 (US$5) for three months.
Stop the Music! How Advertising Can Help Stop College Students from Downloading Music Illegally
Brian Sheehan, James Tsao and James Pokrywczynski, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 309-321
Digital-music piracy takes a heavy toll on the music industry and the US economy. Losses are measured in the tens of billions of dollars.
Digital-music piracy takes a heavy toll on the music industry and the US economy. Losses are measured in the tens of billions of dollars. College students especially are problematic, downloading more than 1 billion illegal songs per year. This paper reports on a four-phase research project. Phases I and II mapped specific motivations for the behavior and attendant reinforcements and costs. Phase III tested a variety of advertising concept statements intended to reverse the behavior. Phase IV was an in-market survey of advertising campaigns across two college campuses. Two campaigns were significantly effective in reversing music piracy among college students.
Digital boost in Latin America
Alexandro Herrera, ESOMAR, Latin America, Mexico City, May 2012
Latin America will be boasting of the greatest Internet growth in the coming years. Latin American consumers are also more open to brand interaction on the internet.
Latin America will be boasting of the greatest Internet growth in the coming years. Latin American consumers are also more open to brand interaction on the internet. This paper seeks to understand the behaviour, needs and attitudes of Latin-American digital consumers that are key to planning a digital strategy in the region. The digital consumer is split into seven segments based on their online behaviour, the largest of which is the Aspirers, who focus on socialising when online. Mobile digital will continue to grow in consumers' lives and seven mandates for brands in the digital world are given including make consumers active participants in your brand and combine digital with real life.
Bringing mobile to 'real' research
Masao Kakihara, ESOMAR, Asia Pacific, Shanghai, April 2012
This paper discusses a global study on consumer smartphone usage across 30 countries, including the Asia Pacific region, conducted by Google and Ipsos.
This paper discusses a global study on consumer smartphone usage across 30 countries, including the Asia Pacific region, conducted by Google and Ipsos. It reports on smartphone penetration and the number and length of daily online sessions and typical activities, with additional data focusing on Japan.
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