How To Apply The Internet of Things (IoT) To Your Marketing Strategy

Marketers strive to find new, unexpected ways to communicate with clients. Internet of Things has become one of the “cool” elements of marketing strategy. Check out how top companies use IoT to engage customers and increase sales.

Xiaomi’s MIUI 6 – A Blatant Copy or a Tough Rival of iOS 7

Xiaomi, China’s biggest smartphone maker is planning to make a global splash. Apple will have to double its productivity and creativity if it wants to win this battle. MIUI 6 – Xiaomi’s version of Android for the new MI4 is strikingly similar to iOS 7 with a couple of improvements that make for the exceptional User Experience.

How 7 Concept Models can make your App a Cool Cat in Town

Take a deep breath, relax and… CREATE CONCEPT MODELS before starting prototyping your mobile app.

Modeling will help you conceptualize your mind and think of
What your system is about?
How people will interact with it?
Who will use it?
What content will you provide?

Mobile as Market Research SuperTool

It’s been a while since Cyberrresearch 3.0. and I had some time to digest the facts. The most captivating presentation (IMHO) was Dominika Maison’s speech about Mobile Research. Let me present some facts from her speech.

75% respondents use their spartphones in bed

30% respondents use their smartphones in the bathroom

almost 50% respondents use their smartphones when having a meal with family or friends

almost everyone uses smartphones during shopping or mass parties

Therefore, smartphones are the next supertool in research! Why not use it in your business?

In Africa, the PAPI research has been replaced by mobile because while not everyone has a phone or laptop in Africa, they do have smartphones!

Maison Research got a task to do the research of the role of Heineken Open’er Festival. They could have done post-event research using any kind of research tool but this would not give the right results. They needed to examine the emotions and opinions during the festival and the conventional survey would not work. Therefore, they decided to use smartphones as interactive method and online survey as retrospective method. In the interactive method the respondents were asked to upload a photo from the festival presenting the brand presence. The time of the day when the photos were taken gave the broader vision of where the brand should be more present during the festival.

Results: the real-time responses about the brand at the festival.

More mobile market research cases:
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Online surveys

Last time I wrote about measuring customer satisfaction and today something about the way to reach your customers and bring out their needs.


First of all, think whether and why you need to ask your customers about anything. What outcomes does it bring? Sometimes it doesn’t bring any new conclusions and pursuing a research can be a waste of time and money. If you decide that you do have a problem to tackle eg. adding new communication channels, expanding your product line etc. you should decide on the goals the research can help you to achieve. For simple research projects like online surveys the number of goals shouldn’t exceed 2 goals for 1 survey. For example you want to find out in what circumstances your clients consume your product and in what other circumstances could they consume your product.

After fixing your goals it’s time to draw a list of topics you want to ask your clients about. The topics doesn’t have to be specific. It can look like this:

  • when they consume my product
  • with whom they consume
  • what kind of feelings they have when consuming my product
  • in what circumstances do they consume other products of the same kind

Now it’s time to design the questionnaire. Concentrate on the questions first, the answears will come later.

When you have your list of questions you can start writing the list of possible answers. Online surveys with the highest response rate have up to 15 questions. Now it’s time to send your survey to your clients. You can do it via email services like  (Pinpointe, GetResponse, iContact, Benchmark Email), free online platforms like Survey Monkey or use research platforms. I use – it’s a polish marketing research portal focusing on women. It provides the questionnaire, database, survey platform and a report. It’s not free but saves a lot of time. You may want to check if the survey is compatible with mobile devices so that respondents can fill out the survey via their smartphone.

Normally, you should receive around 80% of responses in the first 5 days after sending your survey. If you’re not satisfied with your results you can send a follow-up message. Don’t forget to send a ‘thank you’ email to your respondents. You can also post a thank you at the end of your questionnaire.

The last part of your research project is the report and the analysis of the data. The  most approachable form of presenting the data is PowerPoint presentation and charts. There are a few types of charts so you can play with them when creating your report.

Have fun and feel free to ask any questions. 🙂

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Next time – how to compose a questionnaire and what questions and answers to avoid. 

Customer is king

There are many tools to measure marketing effectiveness. customer-satisfaction

For CEOs the key metrics will be the revenue metrics and marketing program performance metrics. However, for many companies the key metric is their Net Promoter Score (NPS), a customer loyalty metric based on customer answers to the question: ‘how likely are you to refer us toyour friend or colleague?’ Customers are then grouped into three categories (based on their answers):

Promoters (9-10)

Enthusiastic customers who will fuel growth with repeat and referral business.

Passives (7-8)

Current customers susceptible to competitor offerings and thus have a neutral brand impact.

Detractors (0-6)

Customers who voiced dissatisfaction and harm the brand.

There is an equation to calculate a brand’s NPS:

NPS = [% of Promoters] – [% of Detractors]

Marketo Inc. has evidence based on its own research that high-growth companies are more likely than low-growth companies to incorporate customer satisfaction into their marketing executives’ compensation.

How should you ask your clients about their likeliness to refer the product to their friends? The most efficient way is to use online surveys. There are free survey services like SurveyMonkey or you can use more personal way and send surveys in the newsletter to your clients. There are many email marketing services that provide surveys (Pinpointe, GetResponse, iContact, Benchmark Email). It is important to adapt your survey to mobile devices with different operating systems (iOS, Android, Windows Phone, Bada, Blackberry OS).

Next time I’ll write about the questions you should ask your clients and how you should do it.