Analyst Debrief – Altimeter, Forrester and Nielsen know your consumer
Ranjani Raghupathi August 8, 2014
You know who your target audience is, but do you really know how to reach them effectively? This week we found three reports from analyst groups that are signposts to your consumers and pave the way to understanding their journey better.
Nielsen shows how to Reach the Few, the Proud
Gauging a campaign’s online reach was previously a tedious task. Now, with the advancement of tools, there is no media that is as measurable as digital.
Using a case study of how the US Marine Corps reached its desired audience, a new blog post from Nielsen shows how to evaluate the reach of a demographically targeted campaign. Read the post here.
Forrester says the Consumers you want to reach are on Mobile
Many a time we assume optimizing content for mobile just means adjusting to the screen of the smart phone. Forrester’s researchers Thomas Husson and Roxana Strohmenger found that marketers have a lot of upside if they up their game and think beyond just screen optimization.
They found that people spend more time socializing on their smartphones as compared to their PC and are more likely to create, appreciate and share brand content from their mobile devices. The report further goes on to say that personalized story telling is here to stay.
Altimeter highlights the importance of mapping the customer’s journey
Altimeter’s latest report examines the state of digital transformation and employs the results of a survey to better elucidate business’ digitization process and challenges. While the comprehensive report covers a wide variety of topics, its core emphasizes the importance of mapping a customer’s digital journey.
Identifying the right touch points in the consumer’s digital experience lifecycle will help in developing a deeper understanding of the consumer and even aid product innovation. The survey gives a broad overview of how the industry is adjusting to the digital metamorphosis and prepares the reader to embrace the change better.
In this weekly series, we do a roundup of reports most relevant to today’s digital marketer and modern communicator from analyst groups like Altimeter, Bain, Gartner, McKinsey, Nielsen and others, and showcase the ones. If you’d like to read more such reports, you can keep track of our complete Analyst Debrief series. We’d also love to chat, leave a comment below or drop us a line on Twitter @unmetric.
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