MRA enlisted several researchers attending the Corporate Researchers Conference in Dallas last week to report back summaries & insights from the conference sessions. This report is on “SoLoMo Campaigns: Customer Favorite, Brand “Must Have”?” by Jim Whaley, Vice President at QuestBack.
Every company that has an Internet-based marketing presence needs to be mobile oriented via the prominence of smartphones and tablets.
There has been a democratization of influence. In 1982, only 10-12% of those involved in the marketing research of “New Coke” indicated that they hated the new formula and would not purchase the product. Now these consumers have a voice and megaphone with social media.
CMOs are concerned with:
- The explosion of data
- Social media
- Growth of channel and device choices
- Shifting demographics
Social media departments have been reluctant to include marketing research or survey methodology
Smart Phones contain vital marketing information:
- Where we’re at
- When we watch, read or listen
- What we did