How organisations are using digital to derive customer insights

Whilst tried and true traditional research methodologies are still an integral part of the insight manager’s tool kit, digital is changing the way organisations and brands gather, analyse and deduce patterns in real time and at a fraction of the cost. However whilst some are embracing digital tools whole heartedly to glean insights wider adoption is still slow and often insights gathered from digital tools and channels don’t go beyond the digital department. In this article I examine how brands are leveraging digital insights to support decision making across an array of business functions to hopefully inspire more organisations to embrace digital tools to derive valuable insights.

The social insights movement
Velocity, speed, cost, number of respondents and honesty all contribute to the appeal of social media to generate valuable insights. With consumers discussing brands, companies, products and experiences via social media – social insights are helping marketers and business leaders to better understand their customer base and make more informed business decisions. Given the vast subject matter discussed in the social space – in recent times we have seen brands leverage social media to gather an array of insights to aid the following;
> Product development / range decision making
> Gap analysis between customer service expectations and delivery
> Greater understanding of customer needs
> Brand attitudes, perceptions and sentiment and more

MasterCard is one brand that has fully embraced the power of social media to gather insights. In 2013 MasterCard conducted a global study of the mobile payments space, based entirely on insights gleaned from 85,000 different comments scattered across social channels around the world. The study revealed a high volume of discussion and interest in adopting mobile payments but found security, customer support and confusion over the array of options available today as barriers to entry. It also found those who had used a mobile money service were less positive about the idea than consumers who hadn’t tried one yet. MasterCard then used these insights to refine its MasterPass e-payments service.

MasterCard Conversation Suite

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CATEGORY: Digital News & Trends | POSTED BY: Teresa Sperti | Leave a comment
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13 Valuable Australian Digital Resources For Marketers

Australian publishers, agencies, industry bodies and bloggers are pumping out a raft of valuable resources which can support strategy / business case development or to simply get up to speed with the digital landscape. This article is a compilation of some of the best infographics, case studies, reports and more that I have come across on the Australian digital market. If you have come across any other valuable resources please share them via the comments field below.

Content Marketing Resources

1. Report: Content Marketing in Australia: 2014 Benchmarks, Budgets and Trends
Published: November 2013
Overview: Compiled by the content institute, ADMA and KingContent – this presentation takes a look at the state of content marketing in Australia vs the UK and US. The presentation covers statistics related to investment in content marketing by marketers, key challenges faced and more.
Download here: http://sydney.contentmarketingworld.com/2014/02/07/king-contents-take-2014-australian-content-marketing-benchmarks-budgets-trends/

2. Blog Article: 17 excellent examples of content marketing in Australia
Published: January 2014
Overview: This article is a great compilation of brands both large and small in Australia leveraging content marketing to achieve key marketing objectives. Case studies covered include Intrepid Travel, MYOB, kikki.K, Telstra, Netregistry and more.
View here: http://www.expermedia.com.au/17-excellent-examples-of-content-marketing-in-australia/
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CATEGORY: Content, Digital News & Trends, eCommerce, Mobile Marketing, Social Media, Tablets | POSTED BY: Teresa Sperti | Leave a comment
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3 Notable Australian Digital Initiatives to Kick Off 2014

We are only 1 month into the year, and already there is some great Australian digital work in market – which makes me extremely optimistic about the investment brands will make in digital in the year ahead. Read Full Article >

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5 Big Australian Digital Moments of 2013

Whilst we are only a few weeks into the new year 2013 already feels like a distant memory. Each year, we Australians get a little better at this thing called digital with some organisations producing some great work in the space which they should be applauded for. Read Full Article >

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A Beginners Guide to Facebook Advertising

One of the big trends I covered in my recent 2014 predictions article – was pay to play becoming crucial in social media. To quote myself – as Facebook and Twitter continue to monetise their social Read Full Article >

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2014 digital predictions from the experts

It’s that time of year again – tinsel, lights, too much food and digital predictions for the year ahead. With a host of digital experts touting what we can expect in the year ahead, I have curated what I believe to be the most interesting predictions for 2014. Read Full Article >

CATEGORY: Content, Digital News & Trends, eCommerce, Mobile Marketing, Social Media | Leave a comment
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