Millward Brown debuts mobile research tools

Chan Chi-Loong
02 May 2014

With mobile usage surging globally, marketers will increasingly use the mobile phone as a marketing tool.

According to eMarketer, by the end of 2014, total global mobile phone users are expected to reach 4.55 billion, of which 1.75 billion will be smartphone users.

To tap this burgeoning market, Millward Brown last week launched a series of new mobile research products catered to this space.

They are mainly mobile enhancements to existing products that Millward Brown already has.

These solutions span four areas:

  • In-market Performance: Allows marketers to discover how marketing activities impact the brand and what consumers think of an ad campaign as it goes live on all devices like mobiles or TV.
  • Media Optimization: Enables marketers to make better media decisions by understanding and measuring consumers' exposure to the brand’s marketing messages across platforms and in real-time.
  • Creative Effectiveness: Allows marketers to get consumer input during early stages of campaign development, using the dynamics of social media networking and get an accurate and validated evaluation of how ads will perform.
  • Retail Experience: Allows marketers to benchmark the consumers' retail experience across stores and gain in-the-moment feedback on what consumers see and encounter in-store.

Using mobile devices for research, as compared to more traditional settings like focus groups, helps shorten the feedback loop, said Yee Mei Chan, regional director, Millward Brown.

This means that as information becomes more realtime, brands can react and adjust their marketing campaigns more quickly, said Yee Mei, who is in charge of driving this space for the region.

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