Why Mobile Research Apps Can Be Gold For Modern Marketers

Why Mobile Research Apps Can Be Gold For Modern Marketers
SHARE
THIS



Trying to measure whether your digital campaign is driving customers in-store? Evaluating the brand impact of your recent out-of-home campaign? Sizing up an event sponsorship opportunity? There’s a new breed of mobile research app that answers all this and more, writes Melanie Ingrey from research, analytics and data visualisation group, Anomaly.

Mobile phones have given consumers the convenience of content and communications across all facets of their daily life. Smartphone ownership is edging every-closer to saturation at around 8 in 10 Australians, making them not only consumer’ best friend, but the perfect tool for marketers to evaluate and optimise the relationship between their customers’ digital and physical worlds.

The new way to gain consumer insight

In a nutshell, mobile research apps provide consumer insight in two ways – they capture attitudes, perceptions and profiling information via brief, in-the-moment surveys; and they capture location information through the phone’s GPS functionality. Combined, these two datasets result in rich insight linking your consumers’ survey responses to their movement across physical locations. There are no other insights tools that seamlessly link your consumers’ attitudes, profile, digital and physical behaviour for a single holistic view of the drivers of offline behaviour.

For many years we’ve had the benefit of passively measuring and tracking consumers’ online behaviour once Internet use became mainstream. Now the broad adoption of smartphones teamed with app technology means we can passively measure behaviour in the physical world; a game changer for sectors like retail, events, travel and transport.

Spatial analysis is the new black

While piles and piles of consumer location data is a marketers’ dream, it’s hard to make sense of it until you map it, and overlay all the businesses and physical venues that your business cares about.

If you’re a supermarket, you want to know who your fickle customers are that do their top-up shops at competitive stores. And what outdoor media do they pass en-route to these competitors? And on what day, at what time do they do their shopping – so you can tailor a digital message to these segments at precisely the right moment to drive them into your store. The same scenario fits a petrol station chain. Or a clothing retailer. Or a fast food outlet. The list goes on.

If you’re a sporting franchise you can map your stadiums and follow the paths of fans to size-up sponsorship opportunities with the businesses that those fans frequent – both physically and online.

Travel operators and tourism authorities no longer need to rely on visitor surveys. The holiday habits of domestic travellers can all be mapped; including where they stayed, the duration, their mode of transport, where they dined and what attractions they visited. The list of examples and applications for spatial analytics is endless, across public and private sector.

But wait, there’s more…

And the future looks even brighter. Consider a mobile research app that not only captures consumers’ physical and digital paths and overlays this detail with their responses to in-the-moment surveys; but this app also has the ability to capture audio signals like, for example, a TV commercial. Then not only can we attribute an in-store visit to digital exposure, but so too TV. Or radio.

Do you recall the smart team that brought KIA’s award winning ‘Game-On’ app to you during the Australian Open, where viewers can slam a serve back at Sam Groth on their TV screen using their mobile phone as the racquet? This is the team behind Anomaly’s new super-smart mobile research app known as RAPPORTER which we’ve just launched in Australia with survey and location-capture features. In the coming months Anomaly will be working with mnet to roll out even more functionality like audio capture and location-triggered surveys using geo-fencing.

Says Jane Watson, Anomaly Head of Solutions who brought Rapporter to life together with mnet:

“There’s been mention of mobile research apps among Australian research providers for some time, but when crunch came to crunch and a client brief came in, the capability seemed to dissipate. Or the cost was so prohibitive nothing ever came to fruition. The new breed of research apps like Rapporter will turn app-based surveys and location analytics into a reality for Australian businesses.”

Latest News

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign
  • Campaigns

MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign

An MS diagnosis – at an average age of just 30 – means a lifelong battle with a disease that attacks the central nervous system in any number of ways. While most people have heard of multiple sclerosis, few understand what it is or how it impacts people’s lives. In partnership with MS Queensland, creative […]

Revealed: The Real Voice Behind Siri
  • Technology

Revealed: The Real Voice Behind Siri

For the third consecutive year, TEDxSydney selected creative agency BMF to produce a film for its 2018 film program under the theme ‘Humankind’. The film, which premiered on Friday in front of 5000 people at TEDx Sydney, unmasks the real genius behind Apple’s personal assistant Siri. “Siri is an amazing invention. You can ask her […]

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine