REAL-TIME MARKETING MEETS REAL-TIME RESEARCH

Transcription

1 REAL-TIME MARKETING MEETS REAL-TIME RESEARCH

2 Agenda! What is real-time marketing?! Why must marketing research change to keep up?! Compressing timelines automation is key.! DIY surveys empowering you to gather critical insights! Targetting the right people quickly! On-demand analytics

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4 Trigger Creative Engagement Media Measurement Promotion 4

5 How is Research Involved? This new world order requires complete cohesion between Brands Advertising Media agencies Market Research

6 How are Research Professionals Involved? Interact directly with Customers Build Advocacy Brands Advertising agencies Communication Insights delivered quickly 6

7 Emily Steel, Editor, Financial Times On The Future of Marketing An event occurs and within moments, the marketer not only posts a culturally relevant message to social media but also buys a television spot and fills it with a commercial created on the fly. Real-time ads simultaneously would appear across a multitude of channels, e.g. screens, mobile app or billboard, with each message personalized to the viewer. Within hours, the marketer could track whether people who saw the ads bought more cookies, chewing gum or whatever product is being advertised, and tweak campaigns accordingly. Here s where research steps in 7

8 The New Paradigm is Beginning to Happen Now Success? 8

9 Or Here a Fail? 9

10 And Here Carson Daly The Orange Room 10

11 #Patriot Or #Traitor Carson Daly s Analysis Shows a Clear Trend 11

12 NBC Poll Contradicts NBC s Today Show Analysis by Carson Daly! Of those that have made up their mind! 59% Oppose Snowden, 41% Support Snowden! But Among s, 62% Support Snowden, 38% Oppose But the claim was that the interview changed people s minds, perhaps these numbers showed a change in opinion.! Not actually the case! January % Oppose Snowden, 38% Support ** **Well within statistical significance limits 12

13 So Why the Contradiction? Context Matters! Sampling Frames!! Social Media Often Oversold as a Standalone Method Different People Use Social Media Differently Intensity of Preference Creates an Issue with Projection Amplification of Voice Creates an Issue Understanding the Population of Interest Is a Specific Message Unique or a Repeat? How to Count? Hard to Match Sample to Population! Can Be Used Effectively as a Supplement to Other Research Particularly if One-to-One Match of Message Sender to Sample is Made Messages and Meta Data Can Both Provide Information 13

14 MR Plays an Important Role in the New Marketing Paradigm The ultimate goal is to automatically show the right advertising message to the right person at the right time no matter whether a person is surfing social media, watching television, checking their mobile phone or walking into a store -- More from Emily Steel Market Research allows the marketer to 1. Match the message to the consumer. 2. Measure the effectiveness of the marketing program. 3. Test the strategy moving forward. 4. Fill in missing information in targeting databases use a wider pool of respondents. 5. Answer the why s. 14

15 Real-Time Research is Needed to Support Real Time Marketing! Accurate! Fast! Easy! We CAN include other methods! Quick Form Surveys! Behavioral Data! Hybrid Methods Including Social Media Data 15

16 The Scottish Referendum! Scotland voted on whether to become independent from the United Kingdom (September 18, 2014)! On September 16 th, Toluna decided to try and predict the outcome.! Toluna QuickSurveys! 5 hour prep and field time! n=800! Press release on Sept. 17 th. 16

17 How Did We Do? Yes No Avg Candidate Error Actual Vote 45% 55% Toluna 46% 54% 0.5% Ipsos MORI/Evening Standard 47% 53% 1.0% Survation/Daily Record 47% 53% 1.0% Panelbase 47% 53% 1.0% YouGov/The Times/The Sun 48% 52% 1.5% ICM/The Scotsman 48% 52% 1.5% Survation/Daily Mail 48% 52% 1.5% Ipsos MORI/STV 49% 51% 2.0% Click here to view the full article 17

18 Where Does that Leave Us?! Consumers are interacting with brands via an increasing number of channels, meaning that it makes the marketers job more complex to reach them than ever before.! The right message needs to go to the right people at the right time through the right channels.! Both market research and media research has a role to play in the future of marketing but we must adjust to the new reality. 18

19 A Look at QuickSurveys - PowerPosition 19

20 Tutorial 20