Page 30 - Journal of Strategic Marketing Magazine - January 2019
P. 30
Opinions offer brands an
opportunity to tap into the
minds of consumers who now,
more than ever before, demand
authentic communication and
Marketing gold at the tips of transparency from the makers of
the products and services they
mobile fingers use, writes Tanya van Tonder.
A ccess to social media has want to engage with brands and who literally billions of consumers for
elevated consumers over
appreciate transparency by maximising
in-the-moment mobile conversations
the power of social media to engage in
corporate marketing. Armed
and surveys. It can be customised for
with their smartphones, they have a
With misinformation and fake news
powerful voice, which they’re only too real-time conversations. research groups, and allows users
to ind respondents via Facebook
happy to use. so much a part of daily life, the issue Messenger or their Facebook pages.
Consumers are unforgiving and of trust is top of mind for consumers, Results are published on a real-time
vocal when companies let them who need to feel safe in giving their dashboard. Respondents can be
down or run campaigns perceived as opinions, and trust that the platform incentivised too, via free products,
disrespectful, and often turn to social used to survey them is secure. vouchers and coupons.
media to vent their disapproval. All of Another aspect to consider is that
which makes brands more vulnerable A new ball game speed to market is essential. The rapid
to consumer sentiment. Thousands of survey recipients are pace of innovation has resulted in
But mobile can be a brand’s best registered on Opinion Solutions shorter product life cycles, so the risk
friend – if marketers harness the platforms. These are consumers who of delay can scupper the best laid
power of those platforms and voices are comfortable enough to have a marketing plans.
to gauge the opinions of consumers conversation, be it for ad hoc qualitative Having relevant consumer insights
BEFORE they go ahead with campaigns and exploratory research, or within at the ready speeds up the process
that might offend people. Technology, branded private panels speciic to a from conversation to implementation,
used properly, can do that. Mobile target market that would be involved giving brands a competitive edge
offers real-time access to thousands of in ongoing product development or through an affordable, lexible,
connected consumers. concept testing. It’s not a hit or miss effective research tool.
Traditional media research is an affair, but a deeply reined process, In this fast moving world, agility
important tool for marketers and brand honed and developed as technology is a key strength. Being able to react
managers, despite the time it takes to evolves. to new market conditions, to quickly
conduct and the costs involved. With With exclusive rights to the Upinion gain insights into what consumers
budgets stretched as tightly as they mobile research app in Africa, Opinion think, and then act on it is vital for
are, marketers need to know whether Solutions is playing a whole new ball businesses wanting to stay ahead of
an idea is going to ly or lop – fast. game as it is global and accesses their competitors.
But because most consumers these
days live frenetically busy digital and Tanya van Tonder launched
real lives, marketers need to be able to Opinion Solutions in 2015. The
proactively access them in an instant. company maximises the power of
the Upinion app through tailored
Mobile technology research strategies that allow businesses to
company Opinion Solutions was engage in real-time conversations
created for this very reason. The with consumers. The company
company makes it easy to engage makes it easy to reach their
audience, store indings, evaluate
consumers who want to feel part of data, and share critical information
the decision making process, who across the organisation.
p28 - Strategic Marketing
opportunity to tap into the
minds of consumers who now,
more than ever before, demand
authentic communication and
Marketing gold at the tips of transparency from the makers of
the products and services they
mobile fingers use, writes Tanya van Tonder.
A ccess to social media has want to engage with brands and who literally billions of consumers for
elevated consumers over
appreciate transparency by maximising
in-the-moment mobile conversations
the power of social media to engage in
corporate marketing. Armed
and surveys. It can be customised for
with their smartphones, they have a
With misinformation and fake news
powerful voice, which they’re only too real-time conversations. research groups, and allows users
to ind respondents via Facebook
happy to use. so much a part of daily life, the issue Messenger or their Facebook pages.
Consumers are unforgiving and of trust is top of mind for consumers, Results are published on a real-time
vocal when companies let them who need to feel safe in giving their dashboard. Respondents can be
down or run campaigns perceived as opinions, and trust that the platform incentivised too, via free products,
disrespectful, and often turn to social used to survey them is secure. vouchers and coupons.
media to vent their disapproval. All of Another aspect to consider is that
which makes brands more vulnerable A new ball game speed to market is essential. The rapid
to consumer sentiment. Thousands of survey recipients are pace of innovation has resulted in
But mobile can be a brand’s best registered on Opinion Solutions shorter product life cycles, so the risk
friend – if marketers harness the platforms. These are consumers who of delay can scupper the best laid
power of those platforms and voices are comfortable enough to have a marketing plans.
to gauge the opinions of consumers conversation, be it for ad hoc qualitative Having relevant consumer insights
BEFORE they go ahead with campaigns and exploratory research, or within at the ready speeds up the process
that might offend people. Technology, branded private panels speciic to a from conversation to implementation,
used properly, can do that. Mobile target market that would be involved giving brands a competitive edge
offers real-time access to thousands of in ongoing product development or through an affordable, lexible,
connected consumers. concept testing. It’s not a hit or miss effective research tool.
Traditional media research is an affair, but a deeply reined process, In this fast moving world, agility
important tool for marketers and brand honed and developed as technology is a key strength. Being able to react
managers, despite the time it takes to evolves. to new market conditions, to quickly
conduct and the costs involved. With With exclusive rights to the Upinion gain insights into what consumers
budgets stretched as tightly as they mobile research app in Africa, Opinion think, and then act on it is vital for
are, marketers need to know whether Solutions is playing a whole new ball businesses wanting to stay ahead of
an idea is going to ly or lop – fast. game as it is global and accesses their competitors.
But because most consumers these
days live frenetically busy digital and Tanya van Tonder launched
real lives, marketers need to be able to Opinion Solutions in 2015. The
proactively access them in an instant. company maximises the power of
the Upinion app through tailored
Mobile technology research strategies that allow businesses to
company Opinion Solutions was engage in real-time conversations
created for this very reason. The with consumers. The company
company makes it easy to engage makes it easy to reach their
audience, store indings, evaluate
consumers who want to feel part of data, and share critical information
the decision making process, who across the organisation.
p28 - Strategic Marketing
