Brand Building in a Digital, Social and Mobile Age Joel Rubinson, Rubinson Partners Inc. #NetGain2015 #MRX
Live blogging from the Net Gain 2015 conference in Toronto, Canada. Any errors or bad jokes are my own.
Brand Building in a Digital, Social and Mobile Age
Joel Rubinson, President and Founder of Rubinson Partners Inc.
- Picture of brand success has to change
- We are no longer in a push word, consumers pull information at their leisure
- We engage in shopping behaviours even when we aren’t really shopping, we are always IN the path to purchase
- Brands must become media
- Starbucks is the best example of a marketer that gets it. 40 million fans on facebook. millions of website visits. millions have downloaded their app. Every interaction generates data they can use, can be used for personalization, to amplify brand communications. They no longer have to pay for every message.
- The rise of math experts in advertising – lift from using math to place advertising is a repeatable success
- Programmatic messaging is key. Think about impressions that are served up one user at a time. marketers goal is serve the most relevant ad at the right price. And this needs to scale.
- Research is missing in action when it comes to math – we lack digital metrics, still rely on survey based tracking, we have a post-mortem mind set, we are failing to change how marketing works
- We must get serious about integrating digital – why isn’t this happening, why are we locked in a survey world
- Our comfort zone is surveys. We know how to construct 20 minute surveys. Our learning zone is the mobile area where we unpack our surveys into smaller pieces.
- The panic zone is digital, we don’t understand it. We must move digital into the comfort zone.
- lets start by just looking at the data, look at page views, look at themes in social media, how big is your brand audience, how many likes on facebook, how many twitter followers, how many newsletter signups. These are unambiguous measures. Look at clicking and sharing and conversions.
- Stop treating social media as a hobby, not specialty projects, not ancillary thing to look at. You must find ways to increase positive word of mouth.
- Do we really need feedback from consumers every single day on attributes they never consider? Can’t social media which is much more organic do this?
- Bring in data that you can’t get from a survey that has action value. Some online panel companies already use a social login called OAuth. Append all the Facebook data to your survey and use it for targeting.
- Data aggregators have lots of profiling information for targeting ads throughout the web which means different people get different ads based on cookies from their browser
- You can also link in frequent shopper data to your survey data.
- You don’t have to guess whether an ad is working. You can run an experiment and serve the ad to one group of people and see the change in group behaviour.
- MR needs to know that brand meaning is done completely different now. People seek out knowledge, digital delivers information in real time. But marketing research hasn’t changed.
- Think digital and do something big. Shift some money into datascience or integration. Conduct in the moment research with smartphones.
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G’day all and welcome to this months issue of 1 topic, 5 blogs. Todays topic is DIY surveys. Links to my fellow bloggers Bernie Malinoff, Joel Rubinson, Josh Mendelsohn and Brandon Bertelsen can be found below.
I will admit. From a client point of view, DIY surveys have a ton of advantages. You can get the survey out quickly without any middle-man holding you up. Without a middle-man, the cost can be greatly reduced. And, you get exactly what you want without pleading and whining and complaining. If you have some solid experience or training in survey design, I am quite in favour of DIY for short 5 minute surveys.
But, when it comes to substantial surveys, I have many, many issues. The issues revolves mostly around “getting exactly what you want.” Any time I review survey drafts from survey newbies, and EVEN from people experienced in survey design, I find many of these terrible problems.
1) Leading questions: The writer usually has no intention of doing this, but they almost always give away the answer they want to receive. And whether consciously or unconsciously, the responder recognizes that and happily provides it.
2) Missing options: The writer is so focused on the options they are interested in that they forget there are options that are far more popular. They make sure that Brand A and Brand B are represented, but completely forget about Brand C, Store brand, Never buy, and Don’t know. This is another way to get the exact answer you want purely by bad survey design.
3) I can usually find a bunch of category jargon including words I don’t even recognize. On numerous occasions, I have seen surveys ask something like “Do you plan to purchase the X6000?” I am left trying to remember if the previous question was about televisions or motorcycles in hopes that X6000 will suddenly mean something.
4) I can usually find survey jargon. People don’t purchase, they buy. People don’t use gum, they chew gum. People don’t purchase the 75g bar soap package, they buy the two pack.
Even if you much prefer DIY, I 100% believe that everyone needs a middle man. Whether that middle-man is a reputable survey company or another person in a completely different department, you absolutely must have fresh eyes. Fresh eyes find the annoying mistakes that you can no longer see because you’re tired of reading your survey. Fresh eyes find logic errors, spelling mistakes, and unclear questions. Market researchers will criticize far more harshly resulting in a far better survey, but fresh eyes of any sort are always in your favour.
In the end, it doesn’t matter how much money you saved by going the DIY route if your survey results are useless.
Links to the other 4 blogs coming shortly:
The question posed to the group of 5 Bloggers this month was: “Mobile surveys – For/Against, Pros/Cons, Right Situations/Wrong Situations?” Links to my fellow bloggers Bernie Malinoff, Joel Rubinson, Josh Mendelsohn and Brandon Bertelsen can be found below.
I’ve harped on the negatives of cell phone surveys a few times now so I think I’m due to say something nice or nothing at all.
Because of the small viewing screen, small typing space, and portability of cell phones, they do lend themselves to a few specific purposes.
Cell phone surveys must be fast – mere minutes, not tens of minutes.
They must direct and clear – no paragraph long explanations.
They must be portable – cell phone surveys are just silly if you’re near a computer.
So here is my very short list of what qualifies:
- Point of sale surveys: Particularly when responders can be instantly rewarded with a percent or dollar off incentive coupon, a few pointed questions about the shopping experience or the purchase drivers would work well. Responders would love to tell you which sizes or colours or styles they couldn’t find, or whether the employees were rude and the dressing rooms were a mess. Put a survey link right on the garment or on the dressing room door and see what happens.
- Experience measures: We’ve all gotten those annoying “Tell us how we’re doing” surveys when paying a restaurant bill. The questions are horribly worded because they’re trying to fit 10 questions into a space smaller than my eyeball. And the server doesn’t have a spare pen because customers borrowed all ten that he just bought. Just imagine the response rate those surveys would get if your server gave you an easy link and you blurted out your frustrations on the spot. Add in a $1 off coupon and i’m seeing some great response rates.
- Field surveys: Do a similar thing in outdoor settings where you’re nowhere near any kind of technology – parks, playgrounds, golf courses. Playground safety issues? New petting zoo at the park? Put a survey link right on the play structure, on the animal enclosure, or even the 9th hole flag and see what happens.
- Entertainment: What about links at the end of books, end of magazines, end of commercials, end of movie previews? I know many of these already have links but have you really noticed them. Let’s put a good call to action instead of hiding it in the footer. Let people share their experience while they’re still in the moment, while they still remember the commercial that played immediately before and immediately after, while they still have popcorn in their hands.
So you see, it’s not all doom and gloom. Just mostly.
Links to the other 4 blogs coming shortly:
Welcome to the first of five blogs wherein five bloggers chatter on aimlessly about the same topic. Where can one topic possibly lead? Well, just you read on to find out.
This month’s topic: How does rich media affect survey results?
Did you answer any surveys when they first came online more then ten years ago? I did my own HTML coding back then and was so proud of how I managed to code a 20 item grid on each of ten pages. Nice clean lines. Scroll bars down the side. Such technology!
Now, I hate grids unless they meet very specific criteria. One of those criteria is of course eye-appeal and interest with the goal being not to irritate survey responders. Though no longer a new technology, rich text features are still not widely used. Most surveys stick to the traditional “check the box” or “type in some words.”
But, rich media in surveys give users new ways of interacting with a survey. These new ways are interesting to survey participants. They provide variety, a component of fun, and for some people, even a sense of anticipation as they wonder what the next survey will have to offer them.
For me, everything comes down to data quality. If survey participants are bored, data quality takes a severe nose dive. If incentives are insufficient, data quality takes a nose dive. I see providing a variety of survey questions as killing two birds with one stone (sorry birdies). If surveys are fun, people don’t get bored and straightlining is less likely to occur. And, if surveys are fun, incentives are less important. The survey itself becomes incentive enough.
There are of, course, caveats. Any one who’s read a book on survey design or research methods will tell you that if you change the style of a question, you change the answers you will receive. If you’ve always used traditional grids, then switching to rich media “grids” means your data will change. You will need to be prepared to see trendlines adjust to the new layout. This is NOT a reason to avoid moving to rich media. There are ways to deal with changes in trendlines.
Why do these changes happen? Personally, I was raised in a world where words go from left to right. That’s what feels right to me. Same for traffic lights that are red, yellow and green. If stop signs were suddenly green, the city would turn to chaos. No matter how hard we try, any tampering with ingrained rules means that people will misinterpret something, even if conscientious efforts are made to interpret the new rules correctly.
And along those lines, there are many many other things that are inherently correct to me that I don’t even realize. For example, if I’m given a drop and drag likert scale, will I be able refrain from filling up each box equally? If I’m asked to draw lines between objects, will I disregard the patterns the lines are making? If asked to choose pictures and colours, will i be able to refrain from choosing those at the top left?
I think that using rich media in surveys is worth it. Anything that makes the survey experience more interesting to participants is worth the effort to make it work.
‘Green Means Go!‘ by Hyokano via Flickr
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