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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Scooped by Russ Merz, Ph.D.!

Want App Users to Interact with Your Ads? Reward Them

Want App Users to Interact with Your Ads? Reward Them | Integrated Brand Communications |

When it comes to in-app ads, those offering rewards—physical or virtual—are the most likely to get a positive reaction from consumers. Not only are they the preferred type of in-app advertising, reward ads also boost brand reputation.


The majority of consumers may pay attention to and interact with in-app ads, but according to March 2014 polling by Forrester Consulting, commissioned by Tapjoy, it’s not that simple, as certain ad types saw higher interest levels than others. In particular, ads that offered rewards for customer interaction were preferred by a long shot. 

Russ Merz, Ph.D.'s insight:

Interesting research findings about the receptivity of consumers to in-app ads and what it takes for them to be effective.

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Scooped by Russ Merz, Ph.D.!

The Technology Behind Mobile Research: Browsers vs. Apps

The Technology Behind Mobile Research: Browsers vs. Apps | Integrated Brand Communications |

There’s a fault line running through mobile research technology that makes it not just a disruptive technology but one that is fragmenting research approaches. Forget mobile technology – we need to think ‘mobile technologies’.

At the many mobile research events, pioneering mobile researchers and technology providers jostle over whether the mobile app or the browser is best. According to the Confirmit Market Research Software Survey I am working on, there is no overall winner. Asked which mobile technology was considered ‘most viable’, 39% backed the mobile browser, against 18% favouring apps and 34% sitting on the fence, considering both technologies equally viable.

I am with the fence-sitters. Research just got a little more difficult, because there is unlikely ever to be a one-size-fits-all approach with mobile research in the way there was for telephone or online.


“Researchers need to think about who they are going to reach and why,” says Lumi Mobile’s Andy Lees. ”Is it to gather new data? Or to make more representative data collection in developed markets? Or to make it more convenient for people in developed markets? Or is it to reach people in emerging markets they cannot reach on a PC? In developed markets, are you trying to reach ‘accidentally mobile people’ or are you deliberately targeting mobile respondents?”

Russ Merz, Ph.D.'s insight:

Highlights some useful differences between conducting survey research using mobile browsers and apps.

Becky Roehrs's comment, May 13, 2013 8:05 PM
Point taken-it may matter. Sometimes, there is not a "best" way-there are many ways.
Russ Merz, Ph.D.'s comment, May 14, 2013 5:01 AM
I think it depends on why a marketer is using a mobile optimized website versus an app to deliver customer experiences. Some experiences may be better delivered via an app such as Starbucks customer loyalty program which works very smoothly via a smartphone. I doubt a mobile optimized website would work as well.
malek's curator insight, May 14, 2013 7:52 AM

When it comes to mobile search, I share the same view: I am with the fence-sitters

Scooped by Russ Merz, Ph.D.!

Facebook Page Apps | Social Media Today

Facebook Page Apps | Social Media Today | Integrated Brand Communications |

Social Media Marketers are always looking to "cut through the clutter" (really overused, I know) in an effort to get their Facebook marketing campaigns noticed. As community managers and social media marketers try to make their promotions, campaigns and contests come across as more professional, more personalized and more branded - they're turning to third-party Facebook Page apps to help them acheive this.

Simply put, a Facebook App is a mini-website that sits on your Facebook page and allows you to give your fans an experience that goes beyond the realm of Facebook - but is still tied back to Facebook's Open Graph allowing the contest or promotion in the app to stay connected to social media and go viral.

Yet, there are a fair amount of community managers and social media marketers who don't quite "get" Facebook Apps or completely understand the concept. Circus Social put together an infographic titled, "Everything You Need to Know About Facebook Apps" that neatly portrays what a Facebook App is, what it helps marketers achieve and how they can put them to good use. It also debunks a fair amount of myths and questions about Facebook Apps that are often asked.

Russ Merz, Ph.D.'s insight:

A great guide for brand managers considering the use of Facebook #Apps.

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