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ESOMAR Conference papers
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New insights from practice: Exploring online channel management strategies and the use of social media as a market research tool
Philipp 'Phil' Klaus, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 829-850
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike.
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike. Despite the belief that social media, imbedded in a corresponding online channel strategy, can be the key to successfully track and analyse consumer behaviour, most of the research focuses solely on the consumer rather than the companies’ strategic viewpoint. This study investigates current online channel management strategies of retail banking services, developing a much-needed typology of such practices. Based upon a thorough and rigorous data analysis process, we propose a typology of online channel strategies. The typology differentiates existing practices into initiators, reformers and consolidators, and discusses the differences between these categories with implications for theory and practice. We highlight the current and future roles of social media market research, and their strategic implications for the industry sector and market research in general, introducing the concept of ‘Strategic Social Intelligence (SSI)’.
The beauty and the beast: How can a bank communicate in times of stress
Jochum Stienstra and Tibor van Bekkum, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank.
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank. A narrative method is presented that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped the client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity.
Ads are watching me - A view from the interplay between anthropomorphism and customisation
Marina Puzakova, Joseph F. Rocereto and Hyokjin Kwak, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 513-538
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous. Marketing academics and practitioners alike have begun to investigate various communication styles and functionality designs of such decision aid systems. One variant of a design of a recommendation agent is to imbue it with humanlike features (i.e. to anthropomorphise it). However, academic research is silent with respect to whether this type of design would lead to more favourable consumer evaluations. To fill this gap, our research investigates the downstream consequences of anthropomorphising a recommendation agent, when the recommendation itself may require the exchange of personally sensitive information, and the message is customised. The results of two experiments reveal that, when a message is customised, the effect of an anthropomorphised recommendation agent on attitude towards the advertisement is predominantly negative and is mediated by consumers’ unwillingness to provide personal information to an anthropomorphic recommendation agent, as well as by greater psychological resistance towards the advertisement. Our research concludes with theoretical and practical implications, as well as further research directions.
MasterCard evolves ‘Priceless’ campaign with QR code based shopping app
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This event report describes how MasterCard, the financial services company, has created a shopping app in an evolution of its 'Priceless' campaign.
This event report describes how MasterCard, the financial services company, has created a shopping app in an evolution of its 'Priceless' campaign. The app allows users to scan QR codes at a location and pay for goods through the app, and has been used in coffee shops, cinemas and sports stadiums. The app makes purchasing easier and more rewarding for the consumer. It is not designed to drive sales, but to enhance the customer's experience and therefore build an emotional connection with the MasterCard brand.
NCB Consumer Finance: Winning consumers with emotions rather than promotions
Naren Chandra and Suleman Abdullah, Case Studies on Warc, PG Integrated, October 2013
This case study describes how NCB, a commercial bank in Saudi Arabia, avoided getting stuck in a competitive price war by appealing to consumers with an emotional campaign.
This case study describes how NCB, a commercial bank in Saudi Arabia, avoided getting stuck in a competitive price war by appealing to consumers with an emotional campaign. It targeted young and ambitious Saudis who have become smart bargain hunters and appealed to them with the proposition that NCB would fulfil their dreams. TV was used for the launch thematic ads, supported by a strong focus on digital media and consistent use of print and outdoor. The campaign generated the highest levels of unaided awareness in the category and grew both sales leads and conversions. After this campaign, two competitors followed the same approach by launching thematic campaigns for their consumer finance portfolio.
Embracing the new: Marie Devlin serves customers' passions at American Express
Robin D Schatz, ANA Magazine, Autumn 2013
This article covers an interview with Marie Devlin, senior vice president of global advertising, media, sponsorship, and insights, of American Express, the financial company.
This article covers an interview with Marie Devlin, senior vice president of global advertising, media, sponsorship, and insights, of American Express, the financial company. It looks at American Express' change in approach, which seeks to open up its services to people who traditionally wouldn't have considered themselves customers of the brand. It has previously been seen as a symbol for those who are already advantaged; Devlin has sought to change this message to one that says its customers are advantaged because of their American Express membership. It is doing this through products such as Bluebird, which is seen as an alternative to debit and checking accounts and sold only through Walmart, the retail corporation, and initiatives such as the Passion Project, which profiles people's projects in a series of YouTube videos.
American Express: Talking Tags
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes how American Express, the credit card company, marketed supplementary cards to existing customers of other credit products in Australia through direct mail.
This case study describes how American Express, the credit card company, marketed supplementary cards to existing customers of other credit products in Australia through direct mail. In a challenging market - due to strong competition and difficult economic circumstances prompting people to reduce their debt - the company used direct mail to encourage cardholders to give family members a supplementary card. Previous campaigns had found that cardholders liked membership rewards and that supplementary cards were popular at Christmas. A gift tag was attached to the direct mail, and when the company website was visited and this tag held in front of a webcam, it told the person how 'naughty or nice' they had been. To continue the Christmas theme, users could then browse different characters and voices and print out corresponding tags to send to friends. This campaign had an acquisition rate 50% better than previous campaigns, with a reduced cost per acquisition.
Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2013
This case study describes a campaign in Norway for DNB, the financial services company, that launched a new savings product.
This case study describes a campaign in Norway for DNB, the financial services company, that launched a new savings product. Using the message 'Some people strike lucky. For the rest of us it makes sense to save', the campaign involved a hunt for buried treasure in Norway. A television ad featured a treasure chest being stolen by thieves, with radio, television, social media and online channels used to encourage everyone to search for it. Consumers who took part received further marketing communications and were directed towards the company's website. DNB increased the number of savings sign ups by 500% year-on-year, with 30% of these set up online by the customer.
Bank of Montreal: Ticket to Paradise Facebook Contest
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a campaign by Bank of Montreal (BMO) in Canada which sought to increase the impact of an existing air miles product, by using social media.
This case study describes a campaign by Bank of Montreal (BMO) in Canada which sought to increase the impact of an existing air miles product, by using social media. A travel themed Facebook competition offer was employed, promoted through paid online ads and proprietary marketing channels. The campaign aimed to increase the number of brand 'likes' on Facebook, increase content registrations and engage existing and prospective cardholders with the benefits of the product.
ABN AMRO: Queen's Day cash box
Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2013
This case study describes how ABN AMRO, the bank, promoted its youth account in the Netherlands by focusing on a single day.
This case study describes how ABN AMRO, the bank, promoted its youth account in the Netherlands by focusing on a single day. The bank sought to persuade parents that younger children (aged 6-12) should be able to manage a bank account, and that this forms a valuable part of their financial education. Queen's Day is a national holiday featuring widespread flea markets; this day was chosen as parents and children commonly cooperate over money. The campaign started two weeks before the event with in-store advertising and was developed through a website, direct mail, and online and print ads. Build-your-own cash boxes were distributed to children with ABN Amro branding and information about the youth account. 200% more accounts were opened compared to the same period in a previous year and on Queen's Day itself, there was a 300% increase in opened accounts.
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