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Digital marketing through social media is quickly changing the landscape of advertising in Saskatchewan. It is especially changing how marketers handle their overall marketing mix in influencing consumers to engage with their brand online. We marketers can no longer expect a marketing campaign to succeed without understanding our target audience, their demographics and their buyer journey. In order to figure out our audience segments, we have to cognize their motives - an apt way to do so is by employing basic market research behind your strategies. Insightrix Research is dedicated to equipping professionals with real insights from their customers in order to strengthen their brand.  To help with this, take a look at some insights from a recent study revealing how generations in Saskatchewan – from teens to seniors – use social media and what they expect from the brands they follow.     Nearly everyone in Saskatchewan is on Facebook In Saskatchewan, across all generations, Facebook dominates the media landscape by far, with 9 out of 10 using it daily ????????   But does that really come as a surprise to you? While it is probably safe to determine social media is here to stay, interestingly enough, nearly half of Saskatchewan residents (48%) believe they spend too much time on social media - yet more and more people are frequently accessing it!     Regardless, since 2015, social media has seen a slight lift (4%) in users across all platforms ????   Though Facebook dominates the social media landscape in our province, it is not a favourite among teens.  For example… Of the teens on social media, only 63% claim to use Facebook as often as other favourite social platforms, while 1 in 4 (73%) endorse Snapchat as their No. 1 platform, followed by YouTube (64%) and then Instagram (57%). Of gen-Xers (32 to 48) on social, 92% indicated that Facebook is their go-to platform, yet few gen-Xers (17%) admit they use Snapchat.   Interestingly enough, we also discovered that a number of gen-Xers (11%) claimed to have stopped using Snapchat in the past year.   What encourages Saskatchewan residents to use social media? Understanding a particular generation on social is a must for today’s businesses, as more and more corporations recognize the value of these digital tools. Because social media is no longer utilized for the sole purpose of marketing or making friends - it has evolved to help educate and actively encourage consumers to engage with businesses or brands online. So, by determining a generation’s motives for using social media, you can begin to assess what causes social media users to engage with your content. For example… While 80% of the SK population on social platforms claim to use these platforms to keep in touch with friends and family, it’s interesting to note that millennials (aged 18 to 25) flock to social media to find information (43%) regarding entertainment or events online. And… Gen-Xers (47%) use Facebook groups try to get rid of unwanted household items. Those baby boomers are somewhere in between, looking for a healthy mix of shared family photos (53%) or to get information on current events (50%). And matures 68+ (47%) are always on the lookout for those new recipes…   What do followers want from brands? We discovered that about one third (35%) of social media users in Saskatchewan follow particular businesses or brands ????????   And, while there are many reasons cited in the research as to why residents follow brands on social media, 1-in-5 millennials admit they follow a particular brand or business for the simple fact that they “like” it! Because we know almost 8-in-10 residents who follow brands do-so on Facebook, the real question is… what do consumers want from the businesses or brands they follow? The answer is in the discount!   Nearly 1-in-4 Saskatchewan residents claim discounts would likely get them to follow a business on social media ????‼   While 83% of millennials who follow brands on social media (aged 26 to 31) admit discounts encourage them to follow particular brands, only 42% of matures (68+) say it would likely make them hit the “like page” button. Interestingly enough, half of all residents who follow brands on social media (50%) flock to brand-specific channels for product/brand information and tips and advice.   The influencers in Saskatchewan consumer buyer decisions are…?     We discovered personal recommendations – including those within one’s social circles – play a major role in influencing buyer decisions of social media users in Saskatchewan. 78% of residents on social media claim recommendations from a friend, a family member or a known acquaintance have influence on their buying decisions ???? ????   Further, 1-in-3 social media users in Saskatchewan claim family and friend recommendations have a “high influence” on their purchasing decisions. Younger generations are twice as likely as older generations to be influenced by someone within their social circle during their buyer journey. It is also worth noting that 60% of millennials (aged 26 to 31) claim an online review or a recommendation from someone within their social media circle as influential, while only 38% of baby boomers use social media recommendations to influence purchasing decisions. All generations may be represented on social and some are probably following your brand, but your segments will have different expectations from you. As we have come to see it - teens in Saskatchewan use social for, well, social reasons; millennials use social to do their research and ask questions; Gen Xers use it to coordinate life events and make their day a little easier overall; baby boomers are observers and tend to use social as generalists and matures… matures love recipes. ✔ Want to know more about this Syndicated Report?   Click here!  ...
 

There is a new leading-edge tracking technology making big waves – recognition software. Global recognition (e.g., biometric recognition like infrared, odour, face recognition, fingerprint, retina, iris, palm print, voice, signature, DNA, etc.), and geolocation are emerging technologies used for examining people and their experiences - in an attempt to collect personalized information - while avoiding the disturbance of their privacy. In terms of the emerging technology itself, recognition tools are able to track your identity and keep note of things you regularly consume at a near-constant basis, and these tools have been revered as the next big market trend. The fact is, the demand is high for various industries in the race of the global recognition technology market. Government and utilities, military and homeland security, retail, banking, financial services, insurance, digital signage and web and mobile applications all have a stake in the future of recognition technology. They all want to know what you purchase, where you purchase and (the stiffest to measure) why you purchase? It is no surprise the market research industry are major contributors in the capacity to measure emotions and experiences, and with all the emerging recognition tools and technology, it begs the question - how will recognition technology effect the future industry of market research? Retail Juggernauts   Take retail into consideration. The wholesale industry is expected to experience significant growth in the use of recognition technology. Retail companies are interested in per market strategies in order to analyze customers based on target quotas, such as age, gender and other categorical attributes. Retail juggernauts are interested in campaigning to the consumers’ wants and needs, solely to hook you as a loyalist. For example, imagine waltzing into your favourite café and having your coffee already on its way to being made based on your ID via recognition technology. Imagine responding to the real-time notification to pay for your coffee. Sounds pretty forward thinking, right? Many retailers are already experimenting with recognition technology, such as with geolocation tools like iBeacons – a Bluetooth feature that can detect and record the location of smartphones. Like the purchase of a quick coffee, these beacons are often used to employ special offers to tempt consumers into purchase whether a consumer enters the store, or even when outside window shopping and passing by. Geolocation technology has a large market stronghold – with mobile media giants like Facebook, Yelp, and Foursquare all adopting this special technology. Industry analysts have been skeptical for years about consumers broadcasting their locations and were fairly uncertain if this technology could even be monetized. Despite this criticism, geolocation has since created a digital bridge between communication, the Internet and the target quota where on-the-go consumers will likely benefit for years to come. How does this effect the future of market research? With target quotas come innovative methodologies such as Sentiment Analysis. And with the adoption of recognition technology, associations and organizations, both public and private, can expand on anecdotal evidence such as the type of gender and age of recognition. Sentiment analysis can lead to major breakthroughs when analyzing a consumer’s wants when it comes to special retail features. It is commonly used in targeted advertising in order to understand the voice of the customer, and where the company can then analyze consumer interactions and decide if they are being done well. Of course, with the rise in technology growth, there is sure to be a rise in security concerns as these retail giants are rapidly adopting big brother-like technology (such as CCTV recordings), which are analyzed by facial recognition techniques and used for alarm systems, source-tagging and even aggressive advertisement.   Aggressively Advertise, Analyze, Reprise   Today, recognition technology is widely used as an effective advertising campaign tool. By measuring how an advertisement spot sells has been (for years) the No. 1 question on the minds of advertisers, brand developers and marketers alike. Understanding how to sell based on buyer emotions by way of advertisement can prove useful when attempting to quantify emotional expression regarding new products and services, and even promotional events such as media trailers and advertising campaigns. Ever see the film “Minority Report”? This science fiction, neo-noir, Spielberg/Cruise flick (set in the year 2054) features a futuristic city dogged with optical recognition systems (retinal scan), exploited by a militarized government emergency service and used to scan distinctive features in the iris. In “Minority Report”, this technology is further used in the place of security badges and identification, as well as for tailored billboards and ads. Wherever Captain Anderton (good ole, handsome Mr. Cruise) goes, he is tracked by cameras and biometric sensors and, as a result, is consistently bombarded with invasive, personalized ads. In 2002, it seemed out of this world to experience the thought of mind-reading advertisements. But, what was once considered futuristic technology is now on the brink of reality. Though retina recognition devices are still considered in beta, with the progress and high interest in facial recognition, it can’t be that far behind, can it? Do you ever feel like the world of Advertising doesn't speak to you?  Well, much like in the film “Minority Report”, a German beer making company, Astra , is looking to cash in recognition technology as a vehicle for targeted advertising. In 2015, Astra introduced a new beer advertising campaign focusing on a Bavarian brand geared toward women. By using a digital billboard, a built-in web camera and the latest in facial recognition technology, Astra was able to detect if a passerby was male or female, and based on the demographic the digital billboard, would either try and sell you a beer (female) or tell you to take a hike (male) – a bold move by a company that generally sells a product focused on men. The real kicker is the public billboard was able to tell if advertisement onlookers were not legal age, and advised the minors that walked by to just keep on moving. Innovative use of recognition technology or obtrusive product selling?   Sometimes this type of targeted advertisement can be used for social awareness campaigns, too. For example, to coincide with the 2014 International Women’s Day, a London, UK-based agency teamed up with Women’s Aid and Ocean Outdoor to create some noteworthy digital billboards that brought awareness to domestic violence. With the use of facial recognition, when an onlooker paid attention to the billboard of a battered woman, the billboard would remove the injuries. As more onlookers gazed directly, the cuts and bruises on the victim’s face would completely disappear - communicating that with each bystander we can make a difference in eliminating domestic abuse.     Make way for Biometric Recognition   The human face has approximately 43 facial muscles that can produce roughly 8,000 different combinations of smiles, smirks and upside down frowns. Expressions are not voluntary, nor are they dependent on social origin or ethnicity. That is the neat thing - facial expressions happen automatically, and at a flash speed (no more than 10 to 20 milliseconds). To be able to tap into a technology that can capitalize from recognizing standardized expressions will arguably change the way that advertisement designs are conceived and tested, making them more likely to succeed in the long run. Not only will advertisement benefit from biometric technology, but as the recognition tech industry rapidly evolves as a whole, high-tech enhancements will help lead us toward a future of adapting a level of behavioural recognition across all major industries — including market research. Behavioural research (or biometric recognition) often refers to an automatic recognition of individuals based on a particular feature from their physiological or behavioural characteristics. By using biometrics, a person can be identified based on who they are (e.g., face, finger scan, retinal scan, etc.) rather than what they are (card, token, number), or what they know (password, PIN). Traditionally, passwords and key cards have been used to restrict access to secure systems, but these methods can and have been breached before. The technology has become industrially unreliable and, therefore, biometric technology can make identity virtually impossible to steal, forget or forge - creating a lust for behavioural recognition technology among those organizations with the need for high-security clearance. How does this effect the future of market research? Emotional (and behavioural) recognition is a new frontier recognition technology. This method is accomplished by identifying patterns of certain behavioural triggers as they correlate to facial expressions – which are considered universal. By doing so, researchers are able to collect psychographic data at an unprecedented rate and at a much lower cost than what we’ve ever been able to do before. This is the opportunity marketers have been waiting for –  the capacity to acquire a much deeper understanding of their customers’ needs without the barrier of being obtrusive. Not only can the market research industry benefit from the use of biometric technology as research, MRX can also benefit from its use as a security measure to house its sensitive databases.   The Push to Quantify Emotions   With these emerging technologies come promise to clients that market researchers are now able to quantify emotions. Better tools for tracking emotions hold better promise for bringing awareness to how we feel through via outer feedback. This type of technology also promises to make it easier to understand websites, mobile applications, advertisements and a consumer’s emotional state or response to the product or service. For example, qualitative tools such as speech emotional analytics work to analyze vocally-transmitted emotions in real time. This kind of technology can decipher the speaker’s mood, an attitude toward the subject and emotional personalities (drivers for decision making) – an example of the innovative methods that market researchers can utilize in order to provide a deeper meaning when attempting to achieve emotional feedback. How does this effect the future of market research? Techniques like speech emotional analytics can be employed to sort voice messages according to the emotions portrayed by the caller in call centre applications. Among other things, a dialogue system may deploy knowledge on emotional user states to select a strategy in speaking with the potential respondent. This type of technology may even change the way we survey customers on their satisfaction levels - imagine being able to deploy a customer satisfaction survey with the use of emotional analytics. Interested in how Insightrix uses recognition technology? Visit: https://insightrix.com/case-study-neuroscientific-market-research/...
 

Ever stroll through a retail mall and realize businesses are direct targeting someone far off from your demographic? As if you were too old, too young or too hip for the crowd they are targeting? Landing pages are often designed the same way. Landing pages are meant to appeal to everyone but really cater to a select few. A landing page is like an outlet store – it is waiting to sell you discounted items at a reduced rate, in exchange for loyalty and perhaps a conversation. And much like a mall, consumers have money in their pockets and perhaps no real reason to be there, but the goal is to make them stay and - hopefully - spend. Like a retail mall, your landing page is one of many and if it isn’t targeting the right folks, chances are your customer is walking right on past your flashy marketing endeavours. Counter that bounce rate and take your leads back! There are real reasons conversions do not happen.   Your Opt-in form is too opt-in-y and not enough opt-me-faster please Your opt-in form should be crisp and the most noticed piece of content on the landing page. Making your consumers dig to download will make them bounce, and bounce fast. Make use of bold headlines and sub headlines to get the single objective across. If your lead cannot spot scan your offer, they will not continue reading. Like a mall, customers detest digging for sales and they’ll bombard all of your content in search of one.   Don't you dare double up your Call To Action (CTA) Your landing page should be clear and contain one offer. Asking your customers for more than one piece of information before the conversation has started is a sure way to scare off new business. As an online business, we tell our customers to be cautious online everyday – so why should they treat our offer any differently? Ease in and make the landing Ease in and make the landing page clear. A clear page is a trustworthy page. Like a mall, it is easier to convince your consumer to come in and spend money on a sale of 25% off all merchandise than to convince them to enter your store at 10%, with another 15% by using the coupon they found online and downloaded. Making your customer work to find the best deal possible is a conversion killer.   Click Bait creates brand distrust - find a more clever way to land your leads Everyone loves free stuff...