Tuesday, May 14, 2013

Live from FOCI 2013: Utilizing Mobile Devices as a two way street, by GM

There is no question that mobile is here to stay. Love it, hate it, live by it, obsess over it, or turn your head away... but a marketer, researcher and consumer cannot ignore that the world of mobile is relevant and prevalent to daily life.

Nina Leask from General Motors (GM) shows how the power of mobile devices can not only give convenient and concise feedback, but even do so in a timely manner. And time is essential in a world where consumer tolerance levels are plummeting. What's surprising is that length of positive feedback, which is surprising given that the majority of the planet prefers to vent on social media rather than praise. But clearly this demonstrates a room for immense opportunity.

The mobile camera is also a communication and operation tool - more than the highly talked about vine and snapchat, or the infamous world of photos and selfies. As a marketer and a researcher, this allows consumers to offer clarity to communicate messages more effectively. Almost replacing the need for an in-person chat. Now the fact that cameras are on mobiles makes the conversation more of a two way street. And isn't that what every company wants?

The approach is an interesting twist to classical research, given that one ensures that respondents are empowered with the level of commitment and engagement. It almost always guarantees quality feedback that is specific and immediately actionable... albeit all depending on mobile video quality. Never has the need for impeccable technology been this strong.





Sourabh Sharma, Communication & Social Media Research Expert at SKIM, an international consultancy and marketing research agency, has a background in engineering, marketing and finance from the University of Pennsylvania, and the Wharton School and Rotterdam School of Management. Having worked in marketing and product development at L’Oreal, followed by a stint in management consulting, he now passionately enjoys the world of social media, and can be found on every platform with his alias sssourabh. He is a food critic and a fashion writer, and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com. Follow him on @sssourabh.

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