MRA enlisted several researchers attending the Corporate Researchers Conference in Dallas last week to report back summaries & insights from the conference sessions.  This report is on “SoLoMo Campaigns: Customer Favorite, Brand “Must Have”?” by Jim Whaley, Vice President at QuestBack.

Every company that has an Internet-based marketing presence needs to be mobile oriented via the prominence of smartphones and tablets.

There has been a democratization of influence.  In 1982, only 10-12% of those involved in the marketing research of “New Coke” indicated that they hated the new formula and would not purchase the product.  Now these consumers have a voice and megaphone with social media.

CMOs are concerned with:

  1. The explosion of data
  2. Social media
  3. Growth of channel and device choices
  4. Shifting demographics

Social media departments have been reluctant to include marketing research or survey methodology

Smart Phones contain vital marketing information:

  1. Where we’re at
  2. When we watch, read or listen
  3. What we did