The document discusses the benefits of implementing a mobile engagement strategy to interact with customers. Mobile adoption is growing rapidly worldwide and changing customer expectations and behaviors. Customers now want interactions to be timely, relevant, and brief via their mobile devices. To maintain relationships, organizations need mobile strategies to engage customers anytime, anywhere. Some benefits include capturing more accurate feedback close to experiences, validating responses with location data and multimedia, and targeting customers based on location. Mobile engagement can make it easier for customers to provide feedback whenever convenient.
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction, and which will reshape how we digitally interact with the world around us.
Predicting, managing and profiting from new technologies is one of the most important challenges that business leaders face.
It requires them to integrate a hugely diverse range of perspectives in a meaningful way: they must balance the insights of technology specialists with those of consumer experts, they must understand the related technologies that will determine a new launch’s success, and they must predict the moves and motivations of all of the players behind those technologies.
Me Data - The Rising Opportunity for Self Optimization Apps Beyond
This document summarizes research on self-optimization apps that track personal data ("Me Data"). Key findings include:
- Users are largely unconcerned with data privacy and willing to share data publicly in exchange for benefits like performance tracking and visualization.
- Motivation for using these apps is mainly self-improvement through goals like better organization, knowledge, and behavior changes.
- Emerging opportunities exist for innovation in apps that optimize new lifestyle areas like productivity, travel, shopping and leisure using personal data.
- Developers should focus on effectively analyzing, storing and visualizing personal data as well as ensuring intuitive user interfaces and accurate, easy-to-use data collection.
The document provides an overview of the global telecommunications industry. It discusses how previously state-run telecom monopolies have been privatized in many countries. New technologies have led to increased competition from private companies in telephone, telegraph, and satellite communications services. Structural reforms are ongoing to separate infrastructure and service provision to further promote innovation and competition. The transition to digital and mobile networks is driving major changes in the industry.
10 trends reshaping digital - updated Q1 2016Beyond
This document summarizes 10 trends that are reshaping the digital industry in 2016. It discusses trends related to non-traditional user interfaces, virtual assistants, open data, the personal information economy, mobile commerce, the sharing economy, and virtual reality. It categorizes the trends as either "Trends to start thinking about", which are emerging ideas to consider, or "Trends to prepare for now", which brands need to actively prepare for in the near future.
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
The document outlines 12 trends that will shape digital marketing in 2015. It discusses trends that marketers should prepare for now, such as optimizing image strategies to drive conversion rates higher, opening up APIs and data to allow for faster innovation, and improving mobile commerce experiences. It also discusses longer term trends to start thinking about, such as how sensors will be used in "smart" products, recognizing the value of consumer data, and ensuring automated marketing maintains a human touch. The document provides details and examples for each trend.
This document discusses the rise of on-demand marketing driven by emerging technologies and evolving consumer expectations. It argues that consumers will increasingly demand interactions that are personalized, accessible anywhere and anytime, allow them to do new things simply, and are precisely tailored to their individual needs and preferences. The document outlines scenarios of how future marketing interactions might unfold and emphasizes that companies must excel at designing integrated customer experiences, leveraging diverse data to understand consumer behaviors, and developing new processes across functions to meet rising consumer expectations for on-demand marketing.
Mobile innovation & The next step in Multichannel CommerceMarcel Schut
Just as mobile is changing the shopping paradigm for consumers, it is also creating new opportunities for retailers. Mobile capabilities help retailers serve numerous goals encompassing the entire customer life-cycle, including revenue generation, customer relationship building, and cost reduction
In highly regulated healthcare environments, mobile technology advancements enable greater -flexibility, portability, interactivity and better patient care than ever before. This infographic presents different use cases for the latest technologies.
1) The document is a research report that summarizes a survey of over 2,000 American consumers on their perceptions of privacy regarding connected devices and the Internet of Things.
2) The survey found that consumers have significant concerns about how companies use and share their data from connected devices, and are anxious about third parties accessing their information without consent.
3) While exposure and adoption of connected technologies varies, the survey showed strong discomfort across all age groups regarding companies' collection and sale of personal data without transparency or consent.
As the notion of Web-enabled self-service matures, organizations must be sensitive to customer expectations for relevant information and problem resolution across channels in order to optimize costs and deliver a consistent user experience.
The document summarizes Somo's top 7 mobile tech trends for 2017.
1. Conversational UI and voice search will redefine engagement through advances in speech recognition and increased consumer adoption of voice assistants.
2. Everyday accessible proactive assistants will see companies focus on integrating services within voice assistants and new players may launch their own assistants.
3. Messaging apps will become an important new social marketing channel as brands experiment with chatbots and advertising within popular apps like WhatsApp and Facebook Messenger.
4. Instant apps have the potential to revamp progressive web ambitions by improving discoverability, onboarding and monetization for transactional apps.
5. The Internet of Things
Retailers considering mobile point-of-service (POS) solutions should evaluate key considerations to ensure success. Seamless integration with existing retail systems is important, as is utilizing similar business processes to the existing POS. Solutions should adhere to payment security standards and allow for easy implementation and maintenance of mobile POS hardware. Addressing these factors will maximize returns on mobile POS investments.
Location technology provides context about consumers that can be used to customize their experiences. Emerging technologies allow predicting consumer behavior in real-time and delivering highly relevant content across devices. A unified platform is needed that can collect, analyze, and act on location data to connect with consumers in meaningful "mobile moments".
In a digital world, Telecom operators face challenging customer exceptions. Learn more about the ideal one click customer journey and Ericsson ConsumerLab insights.
Mobile Ecosystem in 2015 by AscITconsultancyservicesCarmor Bass
The document discusses 10 mobile trends for 2015 based on discussions and insights from industry leaders. It summarizes the key points of 5 trends:
1. Mobile apps will move to a third generation focused on leveraging location, context and user data to personalize experiences.
2. Smartphones will become the central hub for controlling the growing Internet of Things ecosystem of connected devices.
3. Mobile devices will surpass desktops for the first time, generating most web browsing and media consumption.
4. "Phablets" with larger screens between 5.5-7 inches will continue gaining popularity over smartphones and tablets.
5. Big data will become integral to powering all mobile services and applications
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The document describes a science project to create an instant mail server with filtering capabilities for use in schools and organizations. The project aims to develop a web application with a mail server and filters to sort emails for easier searching and access to information. It outlines the hardware, software, and methodology used including laptops, Windows, Linux, databases, and programming tools. Diagrams of the database tables and website interfaces are included. Suggestions are made to expand the filters and integrate LDAP for user data.
Este documento presenta la historia de Susanna, una mujer que perdió su negocio, su matrimonio y la relación con sus hijas debido a la infidelidad de su esposo. Susanna se siente enojada y culpabiliza a los demás por su infelicidad. El documento argumenta que el enojo y la falta de perdón destruyen vidas y relaciones. Insta a los lectores a dejar ir el enojo y confiar en que Dios compensará las injusticias, en lugar de buscar venganza.
Las mejores herramientas para rockear una página de Facebook.Interlat
Webinar sobre las mejores herramientas y aplicaciones para rockear una página de Facebook.
Con Pablo Di Meglio: www.twitter.com/pablodimeglio
Más info y webinars en http://www.interlat.co/
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The document summarizes the Aruba AP-100 Series wireless access points. It describes the key features and specifications of the AP-104 and AP-105 models, which support the 802.11n wireless standard. It provides details on the access points' components, including antennas, ports, LED indicators, and mounting options. It also outlines the steps for installing the access points, including pre-installation planning, identifying installation locations, and connecting the necessary cables.
The document provides an overview and product listings for Caromed's line of post-surgical compression garments. It describes various garments designed for specific body areas including the head/neck, arms, breasts/chest, waist, and full body. Each garment is made from medical-grade fabrics and designed to provide compression and support during healing from procedures such as surgery, liposuction, and implants.
El documento describe un experimento para observar el movimiento browniano de pequeñas partículas como granos de polen flotando en agua. Explica los materiales necesarios como agua, granos de polen y una lupa, y los pasos del procedimiento que incluyen agregar las partículas al agua y observar su movimiento aleatorio con la lupa.
The document summarizes Shaklee Life-Strip, a clinically proven daily nutrition supplement. It contains vitamins, minerals, antioxidants, omega-3 fatty acids, and other nutrients shown to support longer life, health, energy and cellular aging. Key ingredients include Vivix polyphenols, OmegaGuard omega-3s, and a proprietary prebiotic and probiotic blend. Taking Life-Strip along with the Shaklee Life Energizing Shake is described as the best comprehensive nutrition system to feel healthier and more energized.
Las Medulas es un paisaje cultural en León que contiene los restos de minas de oro romanas a cielo abierto que fueron explotadas entre los siglos I a.C. y II d.C. utilizando ingeniería hidráulica. El Botillo es un embutido típico de la comarca del Bierzo hecho con trozos de cerdo embutidos en el intestino y ahumado. MUSAC en León es un museo de arte contemporáneo ubicado en un edificio de colores llamativos que alberga pinturas y
Export Control Training July 31 2009 Export Experts Llc 9 5 09Export Experts, LLC
This document provides an overview of US export control regulations from a presentation given in July 2009. It discusses the various government agencies that regulate exports, including the Departments of Commerce, State, Defense and Treasury. Key points covered include definitions of export controls, license requirements, controlled items on the US Munitions List and Commerce Control List, deemed exports, compliance programs, and penalties for violations. The presentation aims to educate audiences on export controls and compliance.
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haiku media è una agenzia multidisciplinare focalizzata alla creazione e realizzazione di progetti di marketing interattivo, con spiccate capacità nello sviluppo tecnologico che questi progetti comportano.
This document provides an overview of Confirmit and its Voice of the Customer solutions. It discusses:
- The problems many companies face with unstructured, labor intensive customer feedback collection
- How Confirmit's VoC solutions can increase productivity, standardize processes, and drive higher profitability through formal VoC programs
- Confirmit's multi-channel data collection, text/social analytics, reporting, action management, and system integrations that provide a complete VoC solution
- Examples of large companies who have improved customer retention, reduced costs and improved processes through Confirmit's VoC programs
This document discusses the psychology and motivations behind sharing content online. It identifies several "personas of sharers", including altruists who share to help others, careerists who share work-related content, hipsters who see sharing as part of their identity, boomerangs who seek engagement through provocative posts, connectors who share to foster relationships, and selectives who only share what they think will be relevant to the recipient. The document also provides credits for the sources of images and studies referenced.
Define Electrical Bushing
Be familiar with the reasons for transformer failure
Be Familiar with Online Bushing Monitoring
Identify the future failing bushing.
Detect the condition of electrical bushing.
Benefits of online monitoring
Customers are becoming increasingly mobile, and, as a result,
the customer journey is in need of an overhaul. In May 2014,
mobile platforms accounted for 60% of total digital media time
spent.
1
Mobile spending is correspondingly increasing to match
customer behavior, with mobile devices accounting for one in four
of all online purchases in November 2014.
2
Although companies
understand the importance of mobile, it is Altimeter Group’s
belief that brands both underestimate and underinvest in mobile’s
promise. In our latest research into the evolving landscape of
digital transformation and the digital customer experience, we
learned that an understood and unified mobile strategy remains
largely elusive to many executives and strategists.
The Inevitability of a Mobile Only Customer ExperienceEric Espinosa
Mon précieux... diront certains annonceurs. Longtemps perçu comme second écran, le mobile joue du coude et s’empare à vitesse grand V du statut de premier écran chez la majorité des consommateurs connectés. Cette prise de pouvoir exige une adaptation par les marques de leurs expériences consommateurs. Un nouveau rapport de l’Altimeter Group indique la marche à suivre.
The Inevitability of a Mobile-Only Customer ExperienceBrian Solis
Brian Solis and Jaimy Szymanski published new research to show how companies need to think Mobile-first and Mobile-only.
Customers are becoming increasingly mobile, and, as a result, the customer journey is in need of an overhaul. In this report, Altimeter Group focuses on how organizations can approach mobile design strategy through the lens of the evolving connected customer. Focusing on activities and outcomes with an understanding of consumer needs, objectives, and behaviors, companies are able to see past mobile as the latest “bright, shiny object.”
Following the four steps to building customer-centric mobile strategies outlined in this report, leaders can evolve mobile beyond being “just” another digital screen or channel to achieve greater business results.
Digital Marketing Guide: Mobile Marketing for Medical Technology CompaniesGrey Matter Marketing
For most U.S. adults, a mobile device is a constant companion. You use it throughout the day, in multiple physical locations, and you also probably check it one more time before going to sleep at night.
So defining mobile as a channel, strategy or technology doesn’t quite do it justice; mobile is how we behave. It is how we live, research, document, and communicate.
The point is: if you are a marketer and are not considering how to reach your target audience on mobile, you are missing a large portion of their day.
Mobile can no longer be ignored by marketers who want to succeed and thrive in the new healthcare marketing landscape.
Mobile in the media mix whitepaper oya ones yasayan 2011Oya Yaşayan
. The role of mobile technology of a brand's media mix.
. Reasons Why Brands Must Adopt Mobile Marketing.
. Changing Consumption of Mobile Media
. Including and Optimizing Mobile in Media Plans
....On-phone advertising
...Mobile Search
...Location Based Services
...Mobile Enabled Outdoor
. Creating a Successful Cross-Media Mobile Campaign
...Multi-Channel Shopping Experience
...Key facts at-a-glance: How to optimize mobile in media plans
Impact of mobile marketing on youngsters for buying electronic gadgets.RahulSingh297288
This report is based on the rapid evolution of mobile technology, and the enthusiasm with
which it has been embraced. These developments have transformed mobile as a
marketing channel. Mobile marketing spend across the world is starting to rise
significantly. In the right circumstances, mobile can be a powerful tool. The rise of
smartphones and tablets has deepened the relationship between consumers and their
devices. The connectivity and technology they give to consumers are helping to drive
several consumer trends, including ‘smart boredom’ and ‘gamification’. They also
transform mobile as a marketing channel. Mobile had always had reach (the sheer number
of handsets in circulation) and location (the fact that phones go wherever the consumer
goes) in its favour. Now it has much more besides. One of the iPhone’s achievements was
to abolish the idea that the ‘mobile web’ had to be a different, lower-grade experience
compared to the PC-based web. Smartphones have opened up areas like mobile search
and mobile social networking like never before. Added to this is the bundle of technology
that comes in a modern phone – cameras, voice and image recognition, QR code readers,
GPS, and a host of new features.
Rogers Communications adopted online tools, apps, and messaging platforms like Facebook Messenger to transform into a more customer-centric organization and meet rising customer expectations. As people's use of mobile devices expanded, customers expected greater immediacy, personalization, and the ability to manage their accounts online. Rogers used platforms like Facebook Messenger to engage customers and enhance customer satisfaction through a more digital customer experience.
Intro to Mobile Marketing - WITI PresentationGhennipher
New media, in particular social business and mobile marketing, are transforming the marketing landscape. This presentation gives you a high-lever overview of the mobile landscape, and gets you started on building a business case for integrating mobile into your overall marketing strategy.
This document summarizes a study conducted by Forrester Consulting on behalf of Phunware regarding mobile application development among midsize companies. The key findings were: 1) Providing basic mobile app features is not enough, customers expect new value-adding features; 2) Many midsize businesses lack tools to customize mobile experiences; 3) Most midsize businesses face challenges building a business case for mobile app investment due to inability to measure usage and decide on features. The document also provides recommendations for companies to focus on meeting specific customer needs with mobile apps and designing a strategic roadmap.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Mobile devices are enabling new forms of commerce by allowing consumers to discover and purchase products anywhere. Services like Browsy, Soldsie, and Pixbi allow consumers to shop directly from social media platforms and magazines by linking products featured in images and posts to online retailers. Major brands are also launching shoppable mobile apps and partnering with payment providers to offer in-app and one-click purchasing. As mobile continues to become the primary way people browse online, retailers must look for opportunities to make their inventory shoppable on the various platforms where consumers spend their time.
The document discusses how mobile commerce is expanding beyond traditional online retail sites to allow discovery and purchase across a wider range of platforms. It provides examples of startups like Browsy, Soldsie, and Pixbi that enable shoppers to discover, save, and purchase products found on social media platforms like Pinterest, Facebook, and magazines. The document advocates for retailers to make their products shoppable anywhere consumers spend time and to provide one-click options to easily add items to carts. It also suggests leveraging add-on services to expand into new areas and catering to consumer showrooming behaviors.
This document discusses the growing importance of mobile applications for businesses and consumers. As communication through mobile devices increases, having a mobile strategy and mobile apps is essential for business success. The document outlines key mobile trends, such as the rise in smartphone usage and mobile interactions. It then discusses how businesses can use mobile apps internally for tasks like sales and externally to better engage customers. The document also explores best practices for developing successful mobile apps, such as planning, design, testing and support.
This document provides a monthly summary of mobile news, views, events, and developments locally and abroad. Some of the key highlights mentioned include:
- Tablets are expected to rapidly increase in emerging markets as affordable devices become more accessible.
- The "second screen" industry of mobile apps and sites that complement television content is growing as people increasingly use mobile devices while watching TV.
- A study found that mobile searches often trigger two follow-up actions like store visits or purchases within an hour due to convenience.
- The Lean Startup methodology of rapidly testing products with customers is being adopted by large brands to innovated more quickly in fast-paced markets.
- Large organizations are investing in
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
Mobile will require marketers to shift their entire marketing approach and treat mobile as a strategic priority through implementing multiyear strategies. Leading marketers will anticipate how mobile will disrupt business models in the coming years through deeper consumer engagement, real-time interactions, and contextual pricing. They will combine various data signals for rich mobile context to differentiate their offerings. Tablets will also be major disruptors in the short-term, so marketers must address separate use cases and experiences for phones versus tablets.
IBM Institute for Business Value - The Upwardly Mobile EnterpriseIBM Software India
Senior managers from hundreds of enterprises around the globe, in multiple industries, with a range of titles, were asked about their mobile strategies and current level of success. From this survey, only the top 14% were ranked as leaders. The complete IBM Institute for Business Value study will share with you the use of mobile by industry and highlight what the leaders have done to rise to the top.
- The document discusses a study by IBM on mobile enterprise strategies. It found that less than half of organizations have comprehensive mobile strategies in place.
- Mobile strategy leaders who have clear mobile strategies in place are seeing greater ROI and benefits from mobile investments. They also believe mobility is fundamentally changing how their organizations do business.
- Developing an effective mobile governance structure with cross-functional representation is important for coordinating mobile efforts and ensuring initiatives are aligned with business strategies. The CIO often leads mobile governance but mobile leaders involve other roles like CMO earlier in the process.
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Key considerations for implementing mobile confirmit
1. Key Considerations for Implementing a
Mobile Engagement Strategy
W h i t e P a pe r
Embrace mobile technologies to engage your customers
2. 2
Introduction
The rate of adoption of mobile phones and mobile devices in the last ten years represents
one of the greatest innovations in technology, in terms of global expansion and speed. More
important than the technological change, though, is the change in behavior and expectations
that mobile has driven among consumers and businesses users alike.
The immediate and agile nature of mobile communication, and the ability to keep interactions
brief but effective, means people can achieve more in less time. What’s more, they can do this
whenever and wherever convenient—unrestricted by the traditional constraints of working
hours, desktop access, travel and leisure time.
As a result, mobile devices are becoming increasingly pervasive, even in emerging markets,
and are often the preferred method of communication for many users, particularly those in
traditionally hard-to-reach groups such as the youth market.
This growth trend shows no sign of slowing down. Mobile subscribers grew by approximately
1.5 billion globally in 2011 to more than 5.9 billion, which represents around 87% of the world’s
population. It is predicted that in 2012 this number will exceed 7 billion.1
This sea-change in technology and behavior is having a major impact upon the way
organizations conduct their business, particularly in terms of how they communicate with their
customers, employees and other stakeholders.
So, what does this mean for organizations and departments who conduct Voice of the
Customer programs, Market Research studies, and other feedback campaigns? Well, in simple
terms, it means that if they haven’t already done so, they need to quickly implement ways to
serve their customers and audiences ‘on the go’, or risk losing them to a competitor who has
wholeheartedly embraced the mobile channel.
This paper looks at some of the key considerations for organizations seeking to understand the
impact of the mobile channel on their business, and wishing to implement mobile engagement
strategies. It also summarizes how mobile engagement can help them move from monolog
to dialog with their customers, respondents or key audiences, and as a result build more
profitable, long-term relationships.
The Impact of Mobile on Customer Experience and Research
The trend in soaring mobile adoption rates is being seen globally and is continuing to gather
pace. Analysts estimate that mobile subscriptions outnumber fixed lines by more than 5
times, (and more so in developing nations), while mobile broadband subscriptions are double
those of fixed broadband subscriptions. It is no surprise then, that most experts believe mobile
internet usage will surpass desktop internet usage by 2014 or 2015.2 Many regions now show
a penetration rate of more than 100 percent, meaning individuals often use more than one
mobile phone (e.g. personal and professional).
1
International Telecommunications Union, November 2011, via mobiThinking.com
2
International Telecommunications Union, November 2011, via mobiThinking.com
3. 3
Even emerging regions show remarkable coverage, such as Africa with 52 percent of the
population. The growth of the tablet market, including the iPad and the plethora of Android
tablets, also comes to inflate these figures.
In the shift to supplant landline telecoms, mobile has simultaneously caused a profound
cultural change in customer behavior and attitudes. The mobile-enabled population of today
expects any interaction on their mobile device to be timely and relevant. For providers of goods
and services, this means that communication via mobile channels must happen at the instant
(or very quickly after) a purchase, event, or other experience takes place. The communication
must also be brief yet engaging. Otherwise, the mobile user can simply choose not to respond,
or, worse, take their business elsewhere in future.
What organizations need to recognize is that mobile is unique in giving individuals the ability to
connect anytime, anywhere, and therefore empowers them to be ‘in charge’. Many brands have
already caught up with this potential market, enabling their customers to interact and buy from
them via mobile devices. But it doesn’t stop at m-commerce. According to a study conducted by
marketing agency Knotice, over 27% of emails are now opened on mobile phones or tablets.3
The next and more significant step for organizations is therefore to tap into mobile engagement
as a means of getting the attention of their customers and to measure and improve the
customer experience for long-term profit and business growth.
Why, then, haven’t more businesses and research agencies already put in place mobile
engagement strategies for customer feedback and research? In the Market Research industry,
for example, only 15% of businesses have adjusted their surveys to make them suitable for
smartphones, and 30% have no policy for smartphones at all.4
The truth is, for most customer insight specialists and Market Researchers, implementing
mobile engagement is a complex challenge. It is not simply a question of adding mobile as a
new and separate communications channel. There are many considerations, both strategic and
functional, such as:
• How to fully integrate mobile technologies with existing feedback processes
• How to merge ‘in-the-moment’ mobile feedback with historical data and other feedback
to maintain the integrity of studies completed in the past
• Judging where mobile engagement can add most value and relevance to wider
programs
• Adapting existing surveys, or creating new surveys specifically for mobile devices to
ensure quality, appearance and usability
• How to store and report on the vast amounts of text-based and unstructured data, such
as photo, video and audio, that mobile engagement generates.
This list is only the tip of the iceberg, and the challenges vary from organization to organization,
dependent on the types of programs and the audiences involved. We will explore some of the
3
Econsultancy.com blog, Graham Charlton, April 2012
4
Confirmit Annual Market Research Software Survey 2011, Tim Macer and Sheila Wilson, meaning ltd, March 2012
4. 4
challenges to implementing mobile engagement later in this document. Before we do, though,
we need to understand why the opportunities brought by mobile are simply too great to ignore.
I. Mobile Engagement Benefits and Opportunities
Business can reap numerous benefits from well-planned, correctly-implemented mobile
engagement strategies.
The strength of ‘in-the-moment’ feedback
One of the key benefits is the ability to capture customers’ opinions ‘in the moment’, closer to
the point of purchase or experience, with less bias, recall issues or influence from the brand.
This leads to more accurate data, more truthful opinions, and more engaged participants.
Validation using multimedia evidence
The benefit of immediacy is strengthened by the opportunities for validation that mobile offers,
such as the collection of real-time multimedia data. Capturing photo, video and audio evidence
adds richness to the data collected, and provides ‘proof’ of the experience in question. In many
cases, multimedia even provides insight beyond the boundaries of the questions being asked,
by virtue of its illustrative nature.
Location-based targeting
Mobile engagement can also deliver evidence in the form of geolocation, which enables
researchers to determine where respondents are located, or to perform ‘journey mapping’,
showing where respondents have been (a less invasive and more useful benefit of geolocation).
More importantly, geolocation allows organizations to target respondents with ‘triggers’ or
‘reminders, for example to take a short survey when entering a certain area or region. This
allows organizations to capture feedback quickly and make changes to their offerings to drive
sales within much shorter timespans than previously possible.
Geolocation also generates many useful applications at the organization level, such as
customer segmentation based on territory, store location, influence maps, etc.
Enticing customers to act now
Interactive tools such as QR codes are another key benefit of mobile engagement, giving
individuals the ability to scan a specific image which translates on a mobile device as data,
such as promotional material or a feedback survey. These types of tools make it much easier
and much more compelling for brands to entice their customers to share their feedback, for
example at the end of a show or through their television following a program.
Making use of ‘idle time’
72% of people use smartphones while Contacting people on mobile phones
traveling; 63% in a store while shopping; 47% used to be seen as at best an interruption
in the car; and 64% in a restaurant or coffee or at worst an intrusion into personal
shop. time. Now, however, the perception of
– Mobile Marketing: Not The Same On mobile engagement has shifted and is
Tablets As On Smartphones, Elizabeth Shaw, considered a highly efficient and accurate
Forrester Research, March 28 2012 Express way of collecting feedback. Time-poor
respondents can complete surveys during
5. 5
‘downtime’, while running errands or waiting for a meeting to start. In fact, communicating
via mobile allows respondents to engage on their terms, whenever convenient, without forcing
them to choose between spending their time on surveys and going about their day-to-day
activities. Contrary to being imposing, many users now consider mobile engagement to be
liberating.
Driving up response rates
Being able to reach respondents wherever they are is clearly a great advantage for
organizations and research agencies, as it often eliminates the need to consider the time or
location of interactions. But mobile engagement has also been increasingly linked to higher
response rates, meaning it is perceived as convenient by participants as well. In addition,
mobile surveys tend to reach a wider audience than more traditional methods, such as the
youth market and mobile professionals.
The technical benefits of digital data
From the organization’s point of view, mobile research can be relatively straightforward to
implement and cost efficient, provided it is carried out by experienced research agencies or
using a proven software solution. The digital nature of the data means it can be quickly and
easily integrated with design software at the start, and analysis software at the end, without
the bias of human transcription (as is often the case with telephone or paper interviewing).
This is not only useful for mobile respondents, but also for mobile researchers surveying, for
example, customers at the end of a store visit using an iPad.
While this is by no means a conclusive list of all the benefits that mobile engagement offers,
it demonstrates that organizations can reap significant business advantage by implementing
mobile strategies to capture the Voice of the Customer or to understand their market
segments.
Those that don’t take mobile as a feedback channel seriously risk being left behind by not
being able to adapt their strategies to the needs of their markets, or not understanding their
customers.
Despite the numerous benefits we have just outlined, mobile engagement is not meant to
replace more traditional methodologies. On the contrary: it works best when integrated with
other feedback channels, as we will see in the next section.
II. Challenges to Integrated Mobile Engagement
Earlier, we recognized that there are many challenges to implementing an integrated mobile
engagement strategy. Organizations and Market Research agencies already have a number of
technologies at their disposal to engage with customers and understand their behavior. Paper
and telephone interviewing are still very much in use, while email and online surveys have
become widespread in the last decade. All these methods offer specific benefits, and using the
right combination can be very powerful indeed.
Adding mobile as another channel for communication can, if done well, magnify the success
of existing customer feedback programs, and provide an ideal way to target some harder-to-
reach respondents for a holistic view across all segments.
6. 6
To date, however, mobile engagement has
‘The challenge for the market research
shown slower growth than industry trends
industry is to find ways of harnessing,
would suggest. In 2011, revenues among
compiling, and interpreting new sources of
Market Research agencies from SMS, IVR
information – sometimes in combination with
and other self-completion methods on
traditional techniques, sometimes not.’
mobile devices were only 1% or less.5
– ESOMAR Global Market Research,
September 2011
There are many reasons for this.
We’ve already seen that, until recently,
unsolicited messages were often perceived as an intrusion by mobile users. Another reason
has been uncertainty around costs. SMS – or text messages – often bear costs not only for
the research entity but sometimes also to the respondent. If the SMS is an invitation to fill in
a survey online, the respondent might also incur charges when receiving or responding to a
survey—more so if they’re situated or travelling abroad.
These barriers are now largely gone: mobile bodies have introduced a range of best practices
and guidelines for unsolicited communications via mobile, and there is greater clarity on
charges for all types of mobile interaction.
More current are the challenges regarding technical implementation, such as the
considerations of networks, mobile device types, and mobile technologies in use by
respondents. To put this into context, most mobile surveys work best if they embrace
touchscreen technology. Survey interfaces therefore need to be optimized to suit.
What’s more, surveys need to be designed for the ‘smartphone generation’. Today, nearly 42%
of all US mobile subscribers use smartphones, along with 44% of European subscribers. In the
US alone, the number of smartphones in use is predicted to soar past 100 million in 2012. 6
There is no doubt, then, that the fast pace of evolution in the mobile market is driving rapid
changes in consumer behavior. Now, it must also demonstrate to organizations that they need
to quickly overcome any remaining barriers to mobile engagement. The key to doing so is to
address some core considerations before embarking on an integrated mobile strategy.
III. Key Considerations for Mobile Engagement
There is a wide range of considerations, both strategic and practical, for organizations and
research agencies wishing to implement mobile engagement for customer experience or
Market Research programs. At the very least, before starting out, businesses should:
Take into account customer experience best practices
• develop a long-term vision for your customer experience program
• ensure your data is representative of your customer base
• drive action through insights and close the loop with customers
• be conscious of your customers’ time.
5
Confirmit Annual Market Research Software Survey 2011, Tim Macer and Sheila Wilson, meaning ltd, March 2012
6
2012 Mobile Future in Focus, ComScore, February 2012
7. 7
Follow research guidelines
Mobile research is subject to the same rules and regulations as other research methods. This
means that there should be complete transparency to the respondent about:
• identification of the sender
• purpose of the message / survey
• voluntary nature of participation
• guarantee of confidentiality
• consideration of local expectations
• compensation for costs incurred by the participant
• consideration of all legal implications.
Reduce churn through clear and engaging surveys
From the organization’s viewpoint, another challenge lies in survey clarity and relevance for
the respondent. The wide variety of handsets, displays, applications and functionalities has
generated a certain level of inconsistency. It is therefore no easy task to produce a survey that
will display in a similar way on the various devices which your customers are currently using.
The evolution of smartphones and tablets has only complicated the matter, whilst offering
greater choice in survey types and methodologies.
What’s more, the instant and constantly-developing nature of mobile means it is not enough
to deliver a survey once, and then use the same layout, look and feel or question types for
every subsequent survey delivered to the same respondent group. Survey applications, in
particular, must be adapted to deliver ongoing relevance and value and to continually engage
respondents. Otherwise, participants will be lost.
A few rules will ensure mobile technologies can be optimized fully:
• use short surveys (which has become the standard in the industry)
• detect participants’ mobile devices in order to use the right display mode
• show questions in a manner that’s engaging for the respondent
• continually review surveys to ensure they are timely and relevant
• deliver surveys that are tailored to different key touchpoints for respondents
• work with experienced partners.
Build value for participants
Building long-term, profitable and useful relationships with your respondents is not just about
delivering beautiful, engaging surveys and expecting them to complete them. Incentivizing
survey completion is one useful additional tool for longer-term interaction. Beyond this,
successful mobile engagement programs are those where organizations develop an ongoing
dialog with their respondent groups. This could include: updating participants instantly on
the progress and results of the studies they are involved in; providing immediate response
and resolution to customer service issues; or updating customers about new products or
promotions that they can immediately benefit from.
Integrate mobile technologies with existing feedback processes
The most successful mobile engagement strategies are those that integrate with existing
feedback channels to deliver a comprehensive view of customers or the market. Organizations
8. 8
should work with experienced partners to understand exactly how they can merge and report
on the in-the-moment feedback gathered through mobile channels with historical data and
feedback from other channels to ensure representativeness.
For each program, organizations should ask:
• What types of audiences is this program aimed at? What are the demographic and
geographic considerations?
• Is this a purposefully mobile campaign, or is it better suited to multi-channel delivery with
mobile as supporting mode for instant response or additional evidence?
• What type of mobile delivery is the program most suited to: SMS, browser, application, or a
combination?
• Does this program work best if integrated with online or telephone-based feedback, to allow
a wider range of respondents to participate?
Embrace mobile panels
Mobile panels represent a great way of overcoming some of these challenges, providing a
structured and permission-based way of recruiting willing and engaged respondents. These
panels can be either specialist panels, or part of a multi-channel panel (offering mobile as
one of the channels respondents can select). In both cases, they provide some interesting
alternatives to e-mail as a way of inviting panelists to surveys, via SMS or push notifications
(from an app). The voluntary nature of mobile panels means respondents are generally more
engaged and will therefore tend to fill in more surveys, or even download a research app, which
will enable them to provide their feedback whilst offline and sync their answers back when
online. More engaged respondents are also more likely to utilize their mobile phone’s camera
and microphone to collect images, video, sounds, or use QR codes.
Accommodate all screens in all environments
There are many technicalities that organizations must consider in the implementation of
mobile engagement, and experienced partners are the best reference point here. At a top
level, it is important that the mobile technologies used are able to cater to all types of network,
work even with poor networks, support touchscreens, work with Flash, and render well on all
devices.
IV. The Future of Mobile Engagement
Although still far from being fully optimized, mobile engagement has evolved significantly over
the past five years. It started with basic SMS surveys, sending one question and expecting
a straightforward answer consisting of a number or a word—not the most effective method
when it comes to engaging with your customers. Gradually, as more and more mobile devices
became connected to the Internet (up to 90 percent in the United States), organizations were
able to offer more dynamic surveys, integrating to some extent the capabilities of the already
mature online questionnaires (although they do need to be adapted to mobile usage – such as
being shorter and mouse-free).
9. 9
The shift in mobile technology from feature phones to smartphones has been a powerful
catalyst for mobile research to really take off. Ease of use, engaging content and a host of
new functionalities have empowered organizations to connect with their customers on a
different level, and it is now these customers who often start the conversation. Furthermore,
free and easy access to advanced mobile applications, which can offer a truly engaging and
fun experience, are available to the respondent in a growing proportion of mobile devices:
smartphones of course, but also tablets like the iPad and Android devices.
Over the next five years, organizations and Market Research agencies will be working hard
to catch up with the mobile channel, despite its challenges and because of the numerous
and specific benefits it offers. Larger companies are showing a slow but significant shift in
understanding the importance of the mobile channel. In particular, larger Market Research
agencies are more likely to adjust their surveys for use on smartphones—21% compared to
10% of smaller companies.7
In many ways, the evolution of mobile research follows that of its predecessors, not only in
its sophistication, as we have just seen, but also in its integration with the entire research
process:
- at the design stage: robust software solutions allow for the quick and easy creation of mobile
surveys, adapted for a variety of handsets and devices
- at the program management level: mobile surveys can now be integrated within the entire
end-to-end process, including other feedback methods
- at the analysis stage: data from mobile respondents can easily be exported and aggregated
with the rest of your research, in order to get a holistic view of your customers’ opinions.
Beyond its research and customer experience applications, mobile engagement has quickly
blurred the lines when it comes to mobile marketing, at a faster rate than other channels.
This is partly due to the inherent transparency of these lines. Multi-tasking feels very natural
for cell phone users and if surveys are done in an engaging way, participants are not likely
to be biased by or take offense at marketing messaging. We see examples of QR codes used
in restaurants, with feedback being requested through a free phone app, in exchange for
vouchers or movie tickets. It’s all very seamless to the customer and a great way of engaging
with them in the long term.
Conclusion
It is clear that there is much to digest with regard to mobile engagement. It is easy and
dangerous to be attracted to the feature set that mobile offers without giving proper
consideration to the underlying value you are hoping to derive from the channel. This paper
only touches on many of the issues that organizations need to consider, but should serve as a
guide to the main areas of thought.
Having said that, mobile engagement is not a complicated science. It has clear and simple
benefits, and can be implemented without technical difficulty, particularly when working with a
proven partner.
7
Confirmit Annual Market Research Software Survey 2011, Tim Macer and Sheila Wilson, meaning ltd, March 2012
10. 10
We are certainly still at the infancy of what can be achieved through mobile engagement. No
longer just a data collection method, it now represents a revolutionary way of engaging with
your customers, ‘in-the-moment’, on their terms. The challenges that were presented early on
in this discipline have all been counteracted with a set of best practices that help organizations
in their efforts to connect with their customers. Although there are a few legal and usability
issues that are specific to mobile research, these best practices are essentially the same but
emphasized compared to other research methods: surveys need to be really short, they need
to be integrated within a comprehensive
People aren’t always at their computers, but customer program, they need to be fun
most of them won’t go anywhere without and engaging for the respondent, and they
their mobile phones. As companies compete need to generate actionable insights for
to gain deeper, more relevant insights about the organization.
customers, they will increasingly invest in
the mobile channel for gathering real-time, The diversity of ways to engage with the
locationally-aware customer feedback. audience through mobile devices, from
– Bruce Temkin, managing partner of SMS through to web-enabled surveys and
the Temkin Group and leading customer apps, will no doubt lead to a bright future
experience expert for mobile engagement. After all, mobile
offers benefits that are unique to its own
technology and is still one of the only ways to develop a two-way conversation with all your
customers.
This shift from monolog to dialog is what needs to happen in the entire array of feedback
and research methods. Given the widespread adoption of mobile phones worldwide, it is
surprising that a significant number of research agencies and software companies have not
yet integrated this data collection feedback as part of their research toolkit. Those who fail to
do so in the near future will no doubt be left behind. Those who succeed will be the ones who
have mastered the art of integrating mobile within an end-to-end feedback platform, in order
to achieve a holistic view of their customers and derive robust business actions from their
insights, no matter how they were collected.