www.figarodigital.co.uk
T F M&A
MARIA DOMOSLA WSKA Vice President of Global Digital Strategy & Research at Research Now
A Multi-Dimensional View of the Digitally Engaged Consumer
Research Now, will be among the speakers at TFM&A in 2013. She explains why marketers need to understand consumers’ motives and intentions as well as their actions online
T
he evolution of technology has fundamentally shifted the position of the consumer. Consumers are more empowered and in control when it comes to engaging with brands. They choose companies
not only based on convenience, locality and general advertising, but on product information and value offers. The old ‘push’ marketing model is no longer effective. Brands need to learn to engage with new consumers, but businesses are relentlessly In addition to our global online panel, at Research Now we’ve
created an opted-in sub-panel through which two sets of data on each respondent are collected and combined. With the individual’s consent, we collect behavioural data by monitoring attitudes, desires and needs. What we’re looking at here are consumers’ online journeys and the motivations behind those journeys. On the behavioural side we collect the names of sites which consumers visit and the time they spend on them. We look at the sites they come from and the sites they go to afterwards, and we look at the terms they’re using in their online search. On the attitudinal level we ask questions about their intention and the reasons behind their actions; we ask what they’re planning to do next and why, and then what they have done
and why. At the end we combine the two data sources to reveal insights on how the consumers’ wants and needs align - or not - with their actual behaviours, and how the online journey Do consumers’ wants and needs sometimes not match their
behaviour? Yes. There can be a disconnect between the two. What consumers want changes as people learn, research important to understand where that disconnect arises and how they can provide more valuable marketing. The answer to that, of course, depends very much on the
brand, but companies can’t be pushing marketing messages
a way to engage them more effectively. Within a consumer journey at the moment, there are several points at which brands can potentially engage with consumers and one of those is while consumers are conducting their research, because it’s at that point that brands can set about creating an ‘engagement journey’. Understanding where those points are early on is key to raising engagement later.
Maria Domoslawska was talking to Jon Fortgang.
researchnow.com
At TFM&A in February, Research Now will be discussing the findings of new research into the relationship between online consumers’ intent and their actual behaviour over the 2012 Christmas holiday period. Register for your place at TFM&A 2013 at:
www.t-f-m.co.uk/figarodigital
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LISTINGS
CLIENT CASE STUDIES
DIGITAL MARKETING CONFERENCE
ESSAYS
CASE STUDIES
UPFRONTS
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