Contextual advertising is quickly becoming the go-to solution for a cookieless world. 

With the evolution of technology, consumers have been exposed to various online ads, including banner and video ads. These ads have been either contextual —based on the content of a web page, or behavioural —served to a consumer based on their web-browsing behaviour.

To better understand consumer preference, Harris Poll recently conducted a study investigating consumer opinions on relevant online ads and their views on using their browsing history for advertisement targeting.

The survey revealed that 65% of respondents are more likely to be tempted to purchase from an ad relevant to the page they are currently viewing, whereas only 35% expressed a preference for an ad based on their web-browsing activities from the past month.

Contextual targeting is an effective advertising technique that can improve the relevancy and success of your ad campaigns. By understanding how it works and taking the necessary steps to get started, you can create successful campaigns that reach your target audience and drive results.

What is contextual advertising?

Contextual advertising is an innovative marketing method that creates highly targeted advertising campaigns based on a person’s online content. When displaying an ad, contextual advertising considers various factors to ascertain what content is the most appropriate for users. It seeks out potential prospects by considering contexts like the material of a web page, area, or meteorological conditions.

For instance, an article about nutrition could show ads for vitamin supplements, while a travel website might feature advertisements for hotels and tour operators.

This article on the “12 Best Mississippi River Cruises for 2023-2024” shows a display ad for Norwegian cruises.

How does contextual advertising work, and how to get started?

Contextual targeting is an online advertising technique that targets specific audiences based on the context of the website or app they are using. It allows advertisers to serve ads relevant to the user’s content, improving the likelihood of a click or conversion. So, how does it work?

Contextual targeting analyses a web page or app’s content and determines the main theme or topic. This could be done through the use of keywords or through natural language processing (NLP), which uses algorithms to understand the meaning of the text. Once the content topic is determined, advertisers can use this information to show relevant ads to users who are most likely to engage with the content.

Getting started with contextual targeting requires a few steps. First, determine your advertising goals and target audience. Then, find a contextual targeting platform that aligns with your needs. Some popular platforms include Google Ads, Facebook Ads, and AdRoll.

Once you select your platform, you can create your ad campaigns. Make sure to choose relevant keywords and topics for your ad groups, and use creative that aligns with the content on the web page or app. Testing and optimising your campaigns is crucial to success, so regularly analyse your data and make necessary changes.

The concept of contextual advertising is quite simple. Crawlers search the web and organise pages based on their semantic context. When someone visits the page, the ad server obtains the content information, which it compares with relevant ads according to keywords and other content-based criteria. The more efficient the system is at understanding the proper context of the page, the better the ad matching will be. For example, a contextual advertisement for a hardware store could appear beside an article on home improvement.

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How is contextual advertising different from behavioural advertising?

Contextual and behavioural advertising are two different forms of online marketing often used to target audiences in unique ways. While they share similar goals of delivering relevant and engaging content to potential customers, they use distinct strategies.

Contextual advertising relies on analysing the webpage’s content or app on which the advertisement will be displayed. The goal is to match the ad to the specific topic of the webpage in the hopes that the user will be more likely to engage with it. For example, if someone is browsing a skincare blog, a contextual ad might display an advertisement for a personal care or makeup brand.

On the other hand, behavioural advertising uses information about the user’s online behaviour to deliver ads tailored to their interests and past activity. This involves tracking users’ browsing and search history to understand their interests, behaviours, and purchasing habits. This allows for highly personalised advertising, with highly relevant ads appearing on the platform based on the user’s past behaviours.

Consumers are, by and large, uncomfortable with ads that require personal information.

So contextual and behavioural advertising share similar goals but use vastly different strategies. Ultimately, the best approach will depend on the brand, audience, and desired outcome. Regardless of the method, the goal remains to deliver engaging, relevant content to potential customers.

Ways brands can use contextual advertising to drive results

The modern marketing world has presented several innovative and powerful ways for businesses to target their customers. One such method is contextual advertising, which considers multiple factors such as location data, weather conditions, and content on a page to tailor the ad experience for a given user accurately.

Weather-triggered advertising is an excellent example of how this can increase engagement and, ultimately, purchases. For instance, a cold beverage brand could use location and weather data to send targeted ads to customers on hot days, or a retailer selling rain gear could increase foot traffic with ads on rainy days.

  • Google AdSense is one of the most popular contextual advertising tools and allows businesses to target customers based on the content they’re viewing. For example, if you have a travel blog, you may receive ads from airline and tour providers.
  • In-game and in-video advertising are also great ways to use contextual ads. In-game ads often appear before the game loads and during the game, and YouTube has been incorporating in-video ads for a while now.
  • Native advertising is another type of contextual advertising that presents sponsored content in the same format as other content on the website while personalising the ad experience based on location and other data.
  • Dynamic Creative Optimisation (DCO) is a strategy that takes contextual advertising further and makes it more effective. AI platforms use consumer engagement data and other relevant signals to determine the best creative for each individual user.
  • Conversational marketing is a powerful tool that allows companies to offer customers more personalised recommendations and to provide them with more relevant messaging.
  • AI advertising considers all of these factors and can use machine learning to understand how likely a user will take a specific action, helping businesses increase engagement and drive better outcomes.

Contextual targeting uses first-party data  

Contextual targeting can use first-party data to incorporate commerce indicators into the existing contextual signals and construct product affinity scores for each URL. This allows marketers to narrow in on the most impactful pages and products. Considering the recent phasing out of third-party cookies, contextual targeting has returned to the limelight since it doesn’t rely on cookies.

In today’s digital landscape, delivering relevant advertising to audiences while respecting their privacy has become increasingly challenging. The demise of third-party cookies, a staple for tracking users across the web, has made it more difficult for advertisers to create personalised campaigns that target the right users at the right time.

That’s where contextual advertising comes in. Rather than relying on user data to deliver ads, contextual advertising uses the content of the website or app the user is currently browsing to determine which ads to display. This means the ads users see are related to the content they’re engaging with rather than just based on their browsing history.

Why is contextual advertising so crucial in a cookieless world? 

Contextual advertising allows advertisers to continue to reach their desired audiences without infringing on their privacy. It also helps to ensure users are shown ads relevant to their interests and needs rather than just what they’ve recently searched for online.

Contextual advertising also allows for greater flexibility and creativity in ad creation. With cookie-based advertising, advertisers were limited by the data available to them about users. But contextual advertising focuses on the content and the context in which the ad will be displayed. This allows for more imaginative and impactful ads that resonate deeply with users.

Contextual advertising is more important than ever in a cookieless world because it allows advertisers to continue to reach their desired audiences while respecting user privacy and encourages greater creativity and flexibility in ad creation. With contextual advertising, the future of digital advertising looks bright.

Uses of Contextual Advertising

Contextual advertising is a type of advertising that targets users based on their online behaviour, such as their search history or the content they have recently viewed. This form of advertising is becoming increasingly popular and offers several advantages for businesses.

Contextual advertising is used to improve targeting. By understanding what content a user has been viewing, businesses can tailor their ads to match their interests. For example, a golf equipment retailer might target users who have recently searched for golf sets or have visited golf tutorial websites.

Contextual advertising is used to help increase ad relevance. By targeting users actively looking for specific products or services, businesses can increase the likelihood that they will click on their ads. This can lead to higher click-through rates and, ultimately, higher conversions.

Contextual advertising is also used to reduce ad waste. By targeting only those users likely to be interested in a particular product or service, businesses can save money on advertising and ensure the right people see them.

Contextual advertising offers a range of benefits for businesses looking to reach their target audience. Companies can use data to understand user behaviour and interests to create targeted and relevant ads that drive conversions and help grow their bottom line.

How New Balance harnessed the power of contextual advertising

To give an excellent example of the power of contextual advertising, let’s look at the New Balance campaign. This global athletic brand launched a unique running event by projecting its ads onto a nearby billboard. Instead of relying on cookie data for personalised ads, New Balance harnessed the power of contextual advertising.

Using sophisticated algorithms, New Balance’s campaign recognised people running past the billboard, thanks to special sensors, and adapted the content to reflect their goals and interests. They encountered content tailored to their activity level, aspirations, and preferences as they continued to run.

This illustrates how contextual advertising isn’t limited by personalisation based on cookies. Instead, the content is chosen in real-time, according to contextual clues, such as physical activity and digital trends. In addition, it can reach target audiences who might otherwise be unreachable by cookie-based campaigns.

Thanks to this more granular approach, marketers can zero in on their target market with precision and tailor the message more accurately to each consumer. Contextual advertising offers greater reach by allowing marketers to think beyond traditional channels, leading to better engagement with potential customers.

Beyond New Balance’s billboard example, contextual advertising uses geographical location and weather information. By tapping into these factors, marketers can modify ads for the best user experience, depending on the time of day, geographical location, and current conditions. This has the potential to provide a more immersive user experience.

Ultimately, this approach creates campaigns that not only target the right person but also create the proper context, building higher engagement and greater chances of conversions. It offers far more than a cookie-based approach ever could.

Given the impending changes to cookie use and its limitations, it’s clear that contextual advertising is the future of digital marketing. As companies come to terms with the post-cookie era, those that switch to contextual marketing early will find it easier to remain ahead of the competition.

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Advantages of contextual advertising over behavioural advertising

More in-the-moment ads lead to enhanced relevance. 

Contextual advertising enables brands to display ads highly relevant to the user’s immediate interests based on the web page or app content they are currently consuming. In contrast, personalised advertising depends on the user’s past behaviour, which may not accurately reflect their current needs or preferences.

Better Engagement. 

Since contextual advertising is directly related to the content the user is (currently) viewing, it has a better chance of grabbing their attention and prompting them to act. This leads to a higher click-through rate and better conversion rates than behavioural advertising, which may seem intrusive or irrelevant to the user.

Reduced Intrusiveness. 

Contextual advertising is less intrusive as it does not depend on tracking the user’s online behaviour or gathering personal data. Users may perceive behavioural advertising as intrusive, leading to privacy concerns and brand distrust.

Increased Brand Safety. 

With contextual advertising, brands can ensure their ads are displayed on content that aligns with their values and messaging, reducing the risk of association with controversial or inappropriate content. In contrast, personalised advertising may place ads in contexts that do not match the brand’s image, negatively impacting a brand’s reputation.

Better Performance and ROI. 

Contextual advertising is often more cost-effective than behavioural advertising, requiring less data collection and analysis. Brands can also achieve higher conversion rates and ROI as contextual ads are displayed to users who are already interested in related content. This leads to a better return on investment compared to behavioural advertising, which can be hit or miss depending on the accuracy of the user’s past behaviour data.

Challenges in contextual advertising

Inappropriate Ad Placement.

One of the biggest challenges of contextual advertising is ensuring the ad is placed appropriately on a website. A contextual ad may contain content that could be considered inappropriate or offensive for some visitors, so it’s crucial to ensure the ad is displayed only in the right context.

Competition. 

Another challenge for contextual advertising is the competition in the online advertising space. Thousands of other ads run at any given time, and many are targeted toward the same audience, making it harder for your ad to stand out.

Lack of Targeted Audience. 

Ensuring that the right audience sees your contextual ad can be challenging. If the ad is placed on the wrong website, it will likely not reach its intended audience, which means it won’t generate the expected traffic or conversion rates.

You must keep a close eye on your contextual ads as some contexts are too broad for precise targeting, and with so many possible placements, your ad may be quickly out of sight and out of mind.

Difficulty in Tracking Results. With contextual advertising, tracking the results can be difficult as it’s challenging to know if the ad led to a specific conversion or had any impact. The metrics available for measuring success can be confusing and limited.

Ad-blocking Technology. 

Another significant challenge of contextual advertising is ad-blocking technology, which blocks contextual ads on websites. This makes it harder to reach your intended audience and decreases the likelihood of the ad being clicked or generating a conversion. As more people adopt ad-blocking software, contextual advertisers must find creative ways to ensure their ads still reach their target audience.

As marketers have observed, while people prefer ads that are personalised and tailored to their interests, they remain apprehensive about revealing their Personally Identifiable Information (PII) to brands. 

This trepidation is corroborated by many recent studies, revealing that many consumers find it creepy when brands collect their data and browsing habits to deliver targeted ads.

So, what is the best way for brands to produce personalised ads without causing consumers to feel uncomfortable? 

Using contextual ads is one way, as many studies imply consumers find contextual ads more appealing than behavioural ads, as they do not collect any of the user’s personal details. With many tech giants like Apple and Google discontinuing support for third-party cookies, we are seeing a gradual fading out of third-party identifiers, leaving brands to depend on first-and-zero-party data gathered directly from customers. 

Such data, when properly collected, gives brands an advantage in serving their customers with more pertinent ads.

Another critical aspect is building trust. Transparency regarding data collection and the brand’s intentions with that data is paramount to building and retaining consumer trust. 

In a cookie-less world, the significance of contextual advertising cannot be emphasised enough. It is no longer sufficient to rely on user data, especially since there is an increasing demand for privacy and a decline in the use of cookies. Contextual advertising provides targeted and relevant ads and allows brands to maintain their ad campaigns in a way that respects users’ privacy. With the right approach, contextual advertising can improve the user experience, drive conversions and ROI, and boost overall business growth. 

The cookie may be crumbled, but the potential of contextual advertising is limitless. As we navigate the evolving digital landscape, embracing the power of context and its place in advertising will become increasingly important.

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The world is constantly changing, and the way we travel is no exception. From horse-drawn carriages to supersonic jets, the transportation industry has seen incredible innovation and evolution over the years. And with the rise of new technologies, emerging travel trends, and a growing focus on sustainability, the future of travel looks brighter and more exciting than ever.

As a marketer or researcher in the travel industry, staying on top of these trends and changes is essential. After all, understanding the evolution of travel can help you anticipate future developments and identify new market opportunities.

So, let’s take a journey through the evolution of travel, from the early days of transportation to the latest innovations and trends. Along the way, we’ll explore the impact of technology, changing consumer preferences, and environmental concerns and what they mean for the future of travel. Whether you’re a travel industry professional or simply a curious traveller, get ready to discover this dynamic industry’s fascinating history and promising future.

Historical Context.

To truly understand the evolution of travel, it’s important to look back at its rich history. From ancient civilisations to modern times, humans have always wanted to explore new lands and experience new cultures.

Early forms of transportation, such as walking, horseback riding, and sailing, were limited by speed and distance. However, with the advent of the Industrial Revolution in the 18th century, transportation underwent a major transformation. The steam engine was invented, revolutionising travel by enabling faster and more efficient transportation by trains and ships.

The 20th century brought even greater innovations in travel. The invention of the automobile, the Wright brothers’ first flight, and the launch of the first commercial airline all marked significant milestones in the history of travel.

The rise of the automobile led to the growth of road networks and the construction of highways, which made travel more accessible to the masses. With the launch of commercial airlines, air travel became faster and more convenient than ever before, opening up a whole new world of international travel.

However, these new forms of transportation also had their downsides. Increased use of fossil fuels led to rising levels of pollution and greenhouse gas emissions, and air travel, in particular, has been criticised for its environmental impact.

Despite these challenges, the travel industry continued to evolve throughout the 20th century and into the present day. In the next section, we’ll take a closer look at the current state of travel and some of the trends and changes shaping its future.

Current State of Travel.

In recent years, the travel industry has undergone significant changes driven by various factors, such as technological advancements, changing consumer preferences, and the impact of the COVID-19 pandemic.

One of the most significant changes in the travel industry has been the rise of online booking platforms and the democratisation of travel. Online booking sites like Expedia, Booking.com, and Airbnb have made it easier than ever for people to research and book travel options from the comfort of their own homes.

Another major trend in the travel industry has been the rise of experiential travel. Rather than simply visiting tourist attractions, more and more travellers are seeking out immersive experiences that allow them to truly connect with local cultures and communities.

Sustainability has also become an increasingly important concern in the travel industry. Many travellers seek eco-friendly and socially responsible travel options, and many travel companies are responding by promoting sustainable tourism practices.

However, the COVID-19 pandemic has significantly impacted the travel industry. International travel has been severely restricted in many parts of the world, and there has been a shift towards domestic travel and road trips. Additionally, health and safety concerns have become a top priority for travellers, with many opting for travel insurance and flexible booking options.

Despite these challenges, the travel industry remains resilient and adaptable, poised for continued growth in the coming years. In the next section, we’ll explore some of the emerging technologies and trends shaping the future of travel.

Emerging Technologies.

The travel industry is no stranger to technological innovation, and the coming years promise even more exciting developments that could revolutionise how we travel.

One of the most promising areas of innovation is electric vehicles (EVs). Electric cars have become increasingly popular due to their environmental benefits and low operating costs. As battery technology improves, electric cars are becoming more practical for long-distance travel, which could have significant implications for the travel industry.

Another emerging technology with the potential to transform travel is self-driving vehicles. Self-driving cars and buses could make transportation more efficient and reduce congestion on roads while offering passengers a more relaxing and enjoyable travel experience.

In the aviation industry, supersonic air travel could soon become a reality. Several companies are developing supersonic planes that could travel at speeds of up to Mach 2.2, cutting travel times in half for long-haul flights.

Virtual and augmented reality technology could also play a significant role in the future of travel. VR and AR experiences could allow travellers to explore destinations and attractions from their homes or enhance their in-person travel experiences with immersive digital content.

Finally, blockchain technology is another emerging trend that could significantly impact the travel industry. Blockchain can help improve travel safety and security, streamline booking and payment processes, and reduce the risk of fraud.

Overall, the future of travel is looking brighter and more exciting than ever, thanks to these emerging technologies and trends. The travel industry is constantly evolving, and marketers and researchers must stay on top of these developments to identify new opportunities and stay ahead of the curve.

Environmental Impact.

While the travel industry offers endless opportunities for exploration and adventure, it also has a significant environmental impact. From carbon emissions to waste generation, travel can negatively affect the planet.

As travellers become more aware of these issues, there has been a growing interest in sustainable travel options. Many travellers seek out eco-friendly hotels, travel by train instead of a plane, and participate in voluntourism programs that allow them to give back to local communities.

The travel industry is also taking steps to reduce its environmental impact. For example, airlines are investing in more fuel-efficient planes and implementing recycling programs, while hotels are adopting energy-efficient lighting and water-saving initiatives.

One promising development in the travel industry is the growth of sustainable tourism. This involves travel that is both environmentally and socially responsible, taking into account the impact on local communities and ecosystems.

In addition, many governments and organisations are taking action to promote sustainable travel practices. The United Nations has designated 2017-2027 as the Decade of Sustainable Tourism, focusing on promoting responsible tourism practices and sustainable economic growth.

Ultimately, the travel industry is responsible for minimising its environmental impact and promoting sustainable practices. By embracing sustainability and promoting eco-friendly travel options, the industry can continue growing while preserving the planet for future generations.

Market Opportunities.

The evolution of travel has created numerous market opportunities for businesses in the travel industry. As consumer preferences and technological advancements evolve, new business models and revenue streams emerge.

One significant market opportunity is the rise of experiential travel. Rather than simply booking a hotel and visiting tourist attractions, many travellers seek unique and immersive experiences that allow them to connect with local cultures and communities. This trend has created opportunities for businesses that offer authentic and personalised travel experiences, such as local tour operators and vacation rental companies.

Another market opportunity is the growth of sustainable tourism. As travellers become more environmentally and socially conscious, there is increasing demand for eco-friendly and socially responsible travel options. This has created opportunities for businesses that prioritise sustainability, such as hotels and tour operators that offer environmentally-friendly practices and support local communities.

The rise of technology has also created new market opportunities in the travel industry. Online booking platforms, mobile apps, and other digital tools have made it easier than ever for travellers to research and book travel options. This has created opportunities for businesses offering innovative and user-friendly digital platforms, such as travel booking sites and apps.

Finally, the COVID-19 pandemic has created new market opportunities in the travel industry. As more people work remotely, there is a growing demand for extended-stay travel options such as vacation rentals, co-living spaces, and work-from-anywhere packages. Additionally, businesses prioritising health and safety measures, such as contactless check-in and cleaning protocols, have a competitive advantage in the current climate.

Case Study: TUI Group – Embracing Sustainability and the Modern Traveller.

TUI Group is a leading travel and tourism company offering a range of products and services to travellers worldwide. With a history that dates back to the 19th century, TUI Group has evolved and adapted to changing consumer preferences and market trends. In recent years, TUI Group has made sustainability a core value and developed a sustainability strategy that aligns with the changing expectations of modern travellers.

TUI Group’s sustainability strategy is based on three pillars: reducing carbon emissions, promoting sustainable tourism practices, and supporting local communities. By prioritising sustainability, TUI Group aims to differentiate itself from competitors and appeal to environmentally-conscious travellers.

One key aspect of TUI Group’s sustainability strategy is its focus on reducing carbon emissions. TUI Group has set ambitious targets for reducing carbon emissions, including a goal of becoming carbon-neutral by 2050. To achieve this goal, TUI Group is investing in more fuel-efficient aircraft, reducing plastic waste generated by its operations, and promoting sustainable transportation options for travellers.

In addition to reducing carbon emissions, TUI Group is also focused on promoting sustainable tourism practices. This includes offering sustainable tourism experiences, such as eco-tourism and wildlife tours, and partnering with local organisations to promote sustainable tourism in destinations around the world.

Another vital aspect of TUI Group’s sustainability strategy is its commitment to supporting local communities. TUI Group works with local organisations to promote economic development and sustainable tourism in destinations around the world. This includes supporting local businesses, promoting cultural exchange, and investing in community development projects.

By prioritising sustainability, TUI Group is capitalising on a growing trend among modern travellers who are increasingly interested in eco-tourism and sustainable travel practices. According to a 2019 survey by Booking.com, 70% of global travellers said they would be more likely to book environmentally friendly accommodations.

In addition to its sustainability efforts, TUI Group has also embraced other emerging trends and preferences of modern travellers. For example, TUI Group has invested in digital technologies to improve the customer experience and offer personalised recommendations for travellers. TUI Group’s digital platforms allow travellers to book trips, customise itineraries, and access travel information from their mobile devices.

Overall, TUI Group’s sustainability strategy and focus on emerging trends and preferences of modern travellers have helped the company differentiate itself from competitors and build a loyal customer base. By continuing to innovate and adapt to changing market trends, TUI Group is well-positioned to succeed in the rapidly-evolving travel industry.

Social Media and the Future of Travel Marketing.

Social media has revolutionised how people plan, book, and share travel experiences. Platforms like Instagram, Facebook, and Twitter have made it easier than ever for travellers to research destinations, find inspiration, and share their experiences with others.

For brands in the travel industry, social media offers a powerful tool for connecting with travellers and promoting their products and services. By leveraging social media platforms effectively, businesses can build brand awareness, engage with customers, and drive bookings.

One of the key advantages of social media for travel businesses is the ability to showcase their products and services in a visually compelling way. Platforms like Instagram are particularly well-suited for travel marketing, as they allow travel brands to share beautiful images and videos that inspire travellers and highlight their unique selling points.

In addition to promoting products and services, social media can also be used to provide customer service and support. Travellers can use social media to ask questions, make bookings, and get assistance with any issues during their trip.

Another important use of social media in the travel industry is influencer marketing. By partnering with social media influencers with large followings in the travel space, brands can tap into new audiences and build credibility with potential customers.

However, businesses need to use social media strategically and thoughtfully. They should identify their target audience, develop a clear brand voice, and create content that resonates with their customers. Additionally, they should monitor social media channels regularly and respond to customer feedback promptly and effectively.

Social media offers travel businesses tremendous opportunities to connect with customers, build brand awareness, and drive bookings. By embracing social media and using it effectively, businesses can stay competitive in the rapidly-evolving travel industry.

The AI Revolution in Travel: Chatbots, Predictive Analytics, and Personalised Recommendations.

Artificial intelligence (AI) is revolutionising the travel industry, offering new ways for businesses to personalise the travel experience and streamline operations.

One of the most visible uses of AI in the travel industry is chatbots. These automated messaging platforms can handle various customer service inquiries, from booking reservations to answering questions about travel policies. By leveraging chatbots, travel businesses can improve the customer experience, reduce wait times, and free up staff to focus on other tasks.

Another important use of AI in the travel industry is predictive analytics. AI algorithms can identify patterns and predict future travel trends by analyzing vast amounts of data. This can help businesses make more informed pricing, marketing, and inventory management decisions.

Personalised recommendations are another key area of AI in the travel industry. AI algorithms can provide personalised recommendations for destinations, activities, and accommodations by analyzing data about a customer’s travel history and preferences. This can help businesses improve the customer experience, increase customer loyalty, and drive more bookings.

Additionally, AI can be used to improve travel safety and security. For example, AI algorithms can analyze passenger data to identify potential security threats and flag them for further screening.

While AI offers many opportunities in the travel industry, using it responsibly and transparently is important. Customers may be wary of AI if they feel their privacy is compromised or don’t understand how the technology is used.

Adventure Tourism: A Growing Market for Travel Businesses.

Adventure tourism has emerged as a significant market segment in the travel industry, with more and more travellers seeking unique and exciting experiences that allow them to connect with nature and push their limits.

From trekking in the Himalayas to kayaking in Patagonia, adventure tourism offers travellers the chance to explore some of the world’s most beautiful and remote destinations while engaging in physically and mentally challenging activities.

For travel brands, adventure tourism represents a significant growth opportunity. By offering unique and immersive adventure experiences, businesses can differentiate themselves from competitors and attract travellers willing to pay a premium for these types of experiences.

To cater to the adventure tourism market, businesses must first identify their target audience and develop products and services that meet their needs. This may involve partnering with local adventure tour operators, offering customised itineraries, and providing specialised equipment and training.

In addition, businesses must prioritise safety and risk management in adventure tourism. This may involve hiring experienced guides and instructors, providing appropriate safety equipment, and developing emergency response plans.

Finally, businesses must also consider the environmental impact of adventure tourism and take steps to minimise their footprint. This may involve promoting sustainable travel practices, supporting local conservation efforts, and minimising waste and pollution.

Changing Demographics and the Future of Travel.

As the world’s population ages and becomes more diverse, the travel industry faces new challenges and opportunities. Two key demographic trends that significantly impact the sector are the rise of solo travel and the growth of senior travellers.

Solo travel has become a significant trend recently, particularly among younger generations. Many solo travellers seek new experiences and opportunities for personal growth and are willing to take on the challenges and risks of travelling alone.

For travel brands, this trend presents both opportunities and challenges. On the one hand, solo travellers may be more likely to book high-end experiences and luxury accommodations since they are not sharing the costs with other travellers. On the other hand, brands must be prepared to address solo travellers’ unique needs and concerns, such as safety and security.

The growth of senior travellers is another significant demographic trend in the travel industry. As the baby boomer generation reaches retirement age, they increasingly seek new travel experiences and destinations. 

Many senior travellers seek opportunities to explore new cultures, reconnect with family and friends, and pursue lifelong passions.

For travel brands, the growth of senior travellers presents significant opportunities to develop specialised products and services that cater to this market. For example, brands may offer senior-friendly accommodations, specialised tours and excursions, and other travel options tailored to senior travellers’ unique needs and preferences.

Leveraging Market Research to Build Successful Travel Brands.

Market research is essential for travel brands that want to stay competitive in the rapidly-evolving travel industry. By gathering and analyzing data about customer preferences, behaviour, and attitudes, travel brands can develop more effective marketing strategies, optimise their products and services, and build stronger customer relationships.

One key area where market research can be particularly valuable is in identifying emerging travel trends and consumer preferences. By staying on top of industry trends and understanding what motivates travellers to make their travel decisions, travel brands can develop more effective marketing campaigns and offer products and services that better meet customer needs.

Market research can also help travel brands optimise pricing and revenue management strategies. Travel brands can adjust their pricing strategies by analyzing customer behaviour and demand patterns to maximise revenue and profitability.

Another area where market research can be valuable is in developing more effective customer engagement strategies. By gathering customer feedback and analyzing their preferences and behaviour, travel brands can develop more personalised and effective marketing campaigns and improve their customer service and support.

Finally, market research can help travel brands improve their products and services by identifying areas for improvement and uncovering unmet customer needs. By gathering customer feedback about their travel experiences, travel brands can identify areas where they can improve and new opportunities to innovate and differentiate themselves from competitors.

Future Outlook.

As the travel industry continues to evolve, many exciting developments on the horizon could transform the way we travel.

One promising area of innovation is the development of sustainable transportation options. Electric cars, self-driving vehicles, and high-speed rail can reduce carbon emissions and promote sustainable travel.

Another potential trend is the growth of personalised travel. As technology advances, it may become possible to offer highly personalised travel experiences based on individual preferences and interests. This could include customised itineraries, tailored recommendations, and unique travel experiences that are tailored to each traveller.

The growth of the sharing economy is also expected to significantly impact the future of travel. Platforms like Airbnb, Uber, and Lyft have already disrupted the traditional travel industry, and as these platforms continue to evolve, they could offer even more innovative and convenient travel options.

Finally, the COVID-19 pandemic will likely have a lasting impact on the travel industry. While the pandemic has created significant challenges, it has also spurred innovation and forced businesses to adapt to changing circumstances. As travel resumes in the post-pandemic world, it will be interesting to see how these changes continue to shape the travel industry.

Overall, the future of travel looks brighter and more exciting than ever. By embracing emerging technologies, promoting sustainability, and responding to changing consumer preferences, the travel industry is poised for continued growth and innovation in the years to come.

Want to learn more about the latest travel and tourism trends? Download our report Navigating emerging trends in global travel and tourism, here.

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Once commonly perceived as twenty-somethings backpacking from one hostel to another, looking for a spot to plug in their laptops, the meaning of digital nomads today is not quite the same as it used to be. 

Due to the rise of flexible work arrangements, a new breed of digital nomads has emerged, one that merges work, play, and purpose. Dubbed “anywhere workers” in a recent Lonely Planet survey, most work in high-tech fields, with 61% working full-time. 

The work-from-home to the work-from-anywhere trend has fueled the growth of bleisure travel —one that combines business with leisure, and it’s here to stay. 

Let’s look at how a leading vacation rental brand profits from the rise of bleisure travel in an interesting case study. 

Long-Term Stays Surging on Airbnb as Remote Work Continues to Drive Travel Trends.

Airbnb, Inc. is an online marketplace founded in 2008 by Brian Chesky, Nathan Blecharczyk, and Joe Gebbia, with headquarters in San Francisco. The company facilitates short-term homestays and experiences by acting as a broker and charging a commission for each booking made through its platform.

This trend can potentially impact the office property and hotel markets as remote workers prioritise more flexible accommodation options.

The company used the WFA trend to pull itself out of the pre-pandemic slump. 

How Airbnb capitalised on this travel trend both internally and externally.

Airbnb reported over 100 million bookings during the first quarter of 2022, a record that underscores a rebound made possible thanks to various cost-cutting measures and the tech giant’s focus on capturing business from remote workers.

Airbnb conveyed to its 6,000-person workforce, half of whom are based in the United States, that they would not be required to return to an office if they choose not to. Instead, the company’s “Work From Anywhere” policy enables employees to move anywhere within their home country without affecting their compensation. Under the policy, workers are expected to attend in-person meetings once per quarter for a week. Additionally, starting in September, employees can live and work anywhere worldwide for up to 90 days each year.

According to CEO Brian Chesky, the company has successfully managed to navigate through the pandemic, rebuilt the company, went public, upgraded its services, and achieved record earnings, all while working remotely. 

Airbnb launched its “Live and work anywhere on Airbnb” initiative to lure remote workers.

  • Airbnb launched remote working hubs in 2022 across various countries.
  • The remote working hubs provide Airbnb with another way to tap into entrepreneurs as guests.
  • Airbnb is forming more partnerships with local and national governments to launch remote working hubs and other initiatives to drive tourists to remote destinations, like The Bali remote working hub in partnership with the Ministry of Tourism and Creative Economy of the Republic of Indonesia.  

Airbnb aims to expand its offerings to capture more short-term and long-term stay bookings, presenting a valuable new use case for the platform beyond traditional travel.

Our Insights on Airbnb’s “Live and Work Anywhere” Initiative in 2023.

Remote work, whether occasional or long-term digital nomadism, has become a permanent part of the post-pandemic work culture. This shift allows Airbnb to attract more short-term and long-term stay bookings.

In 2023, Airbnb aims to expand its offerings to capture these stays, as they present a valuable new application for the platform beyond conventional travel. 

This expansion also allows AirBnB to demonstrate an increase in its total addressable market (TAM) beyond short-stays and tourists.

The Results

The surge in remote work has driven a significant increase in long-term stays of 28 days or more, which have become the fastest-growing category on Airbnb compared to 2019. 

  • Over 100 million bookings
  • 70% year-over-year increase
  • $1.5 billion Revenue
  • More than doubled – Extended stays
  • 20% of gross nights booked- Extended stays

Want to learn more about the latest travel and tourism trends? Download our report Navigating emerging trends in global travel and tourism, here.

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As the world becomes more conscious of the impact of climate change and the need for sustainability, the travel industry has begun to feel pressure to adopt more eco-friendly and sustainable practices.

Eco-friendly and sustainable travel is becoming more important to travellers who want to ensure their trips are not damaging the environment. In this blog post, we will discuss how travel brands can become more sustainable and what they can do to reduce their carbon footprint.

The Importance of Eco-Friendly and Sustainable Travel

Eco-friendly and sustainable travel is important because it helps reduce tourism’s negative impact on the environment. The travel industry significantly contributes to carbon emissions, contributing to climate change. Sustainable travel practices can reduce the carbon footprint of travel, protect natural habitats and wildlife, and support local communities.

Appealing to the Eco-Conscious Traveler

Eco-conscious travellers are increasingly looking for travel brands that have sustainable practices. Travel brands can appeal to these travellers by promoting eco-friendly practices and offering sustainable travel options. For example, hotels can provide guests with reusable water bottles, use energy-efficient lighting, and reduce waste through recycling and composting.

The Price of sustainable travel.

According to recent survey results, sustainability in travel comes at a cost that not all consumers are willing to pay. 

Booking.com’s recent research suggests that travellers struggle to balance their desire to save money with their inclination to make more sustainable choices. The study gathered insights from over 33,000 travellers across 35 countries and territories. It found that 40% of respondents anticipate environmental deterioration in the next six months, while 63% expect a worsening of the cost-of-living crisis. This creates a dilemma for travellers as they try to balance their priorities with the demands of daily life. They’re unsure what to prioritise as they work to reconcile what’s important to them with practical constraints.

In addition to cost, another survey found that nearly 70% of consumers were willing to forego convenience to become more sustainable travellers.

Travellers are now more than ever concerned about their impact on the environment and the communities they visit. Consequently, they seek reliable information and authentic commitments to inform their decisions. 

Our latest report on trends in global travel provides insight into how sustainable travel can capture demand from mindful travellers, highlighting how travel brands can highlight sustainability initiatives to encourage awareness.

Reducing Carbon Footprint.

Aviation brands, cruiseliners, hotels, and tour services can reduce their carbon footprint by adopting sustainable practices. Airlines can invest in fuel-efficient planes, use biofuels, and implement carbon offset programs.

Cruiseliners can use renewable energy sources, install energy-efficient lighting, and reduce waste through recycling and composting. Hotels can install solar panels, use energy-efficient lighting, and reduce waste through recycling and composting.

Tour services can use eco-friendly transportation, such as bikes or electric cars, and promote sustainable tourism practices.

There are many opportunities for travel brands that embrace sustainability. 

  • Meeting consumer demand.
    Travel brands that become more sustainable and eco-friendly can tap into the growing demand from consumers who want to reduce their environmental impact when travelling.
  • Differentiation.
    By embracing sustainability and eco-friendliness, travel brands can differentiate themselves from competitors and build a unique brand identity that appeals to eco-conscious travellers.
  • Cost savings.
    Sustainable practices can result in cost savings for travel brands in the long run, such as by reducing energy and water usage and minimising waste.
  • Positive impact.
    Travel brands embracing sustainability can positively impact the environment, local communities, and cultures they visit, enhancing their reputation and brand image.

There are also barriers and obstacles on the path to becoming a sustainable travel brand. 

  • Increased costs.
    Becoming more sustainable and eco-friendly often involves significant upfront investments in technology, infrastructure, and employee training, which may increase costs for travel brands.
  • Consumer scepticism and greenwashing.
    Some consumers may doubt the authenticity of travel brands’ sustainability claims, leading to scepticism or even mistrust.
  • Limited availability of sustainable options.
    In some destinations, sustainable options may be limited, making it challenging for travel brands to provide eco-friendly products and services.
  • Regulatory compliance.
    Travel brands may face additional regulatory requirements for sustainability and eco-friendliness, which can increase costs and administrative burdens.

Travel Brands profit by incorporating sustainability in their corporate strategy.

The pandemic has prompted some governments and companies to tout sustainability as part of their corporate strategy — or at least their future modus operandi.

Leading global travel brands have reduced their carbon footprint and promoted sustainable travel practices. 

We already know driving sustainability awareness is good for brands. Expedia Group Media Solutions’ Q1 2022 Travel Trend Report revealed that, by the end of March, the 4,300 hotels that had signed the UNESCO Sustainable Travel Pledge experienced a week-over-week booking increase of almost 25%. 

This compared favourably to a 15% increase for non-pledged hotels in 2022. Furthermore, the pledged hotels had higher average daily rates and longer lengths of stay than the global average across Expedia Group points of sale.

In the US, Delta Air Lines has committed to reducing its carbon footprint by 50% by 2050. 

Intrepid Travel has pledged to become climate positive in the UK by 2025. 

“Rather than overshadow the issue, the Covid-19 pandemic has roughly doubled the rate at which businesses and local governments commit to reaching net zero.”
Nora Lovell-Marchant, Vice President of Global Sustainability at American Express Global Business Travel.

In Singapore, Banyan Tree Hotels and Resorts has implemented sustainability practices in its properties. In Japan, ANA Holdings has invested in biofuels and electric planes. 

In China, Ctrip has launched an eco-friendly hotel program. In Thailand, The Siam Hotel has implemented sustainable practices, such as using recycled materials in its construction. 

In India, Lemon Tree Hotels has installed solar panels and implemented sustainable practices in its hotels.

Types of Sustainable and Eco-Friendly Travel.

Sustainable and eco-friendly travel can take many forms, including eco-travel, environmental, volunteer, and responsible tourism. Eco travel involves visiting natural areas while minimising the impact on the environment. Environmental travel focuses on the conservation and protection of natural habitats and wildlife. Volunteer travel involves working on conservation or community projects. Responsible tourism involves travelling in a way that minimises negative impacts on the environment and benefits local communities.

Business travel is a high-priority area in most organisations. 

Sustainable practices are not only limited to leisure travel but also to business travel. Business travel significantly contributes to many organisations’ carbon footprint, and companies must adopt sustainable practices to reduce their environmental impact. As consumers become more eco-conscious, they expect organisations to prioritise sustainability in their operations, including business travel.

Importance of Sustainability in Business Travel.

Sustainability in business travel is essential for several reasons. Reducing the carbon footprint of business travel can help organisations achieve their sustainability goals and reduce their environmental impact. Sustainable business travel practices can also help companies save costs by reducing the number of trips, choosing sustainable airlines, hotels, and rentals, and using eco-friendly transportation options. Sustainable business travel practices can enhance organisations’ brand reputation, increasing loyalty from eco-conscious customers and employees.

Leading Companies and Sustainable Business Travel.

Leading companies have recognised the importance of sustainable business travel and have taken steps to reduce their carbon footprint. For example, Microsoft has pledged to become carbon negative by 2030 and has introduced a range of initiatives to reduce the carbon footprint of its business travel. These include encouraging virtual meetings, offsetting carbon emissions from flights, and using public transportation or electric cars for local travel.

In the travel industry, Hilton has introduced a range of sustainability initiatives in its hotels to reduce its environmental impact. These include reducing waste, conserving water, and using renewable energy sources. The company has also introduced a sustainability measurement tool that helps hotels to track and improve their sustainability performance.

In terms of transportation, Delta Air Lines has committed to becoming carbon neutral by 2030 and has introduced a range of measures to reduce its carbon footprint. These include investing in fuel-efficient planes, using biofuels, and introducing carbon offset programs for its customers.

Google’s eco-friendly search tool helps travellers cut through the industry greenwashing.

Google has been continuously introducing new features to help consumers choose sustainable options when using its services like Google Maps, Google Flights, and hotel search. In September 2022, the company announced the expansion of these efforts by introducing several new features enabling travellers to filter their searches and make sustainable choices when booking flights, hotels, and trains.

These new allow consumers to view eco-related information about their travel choices, such as estimated carbon emissions on flights and whether hotels have an ecolabel from a trusted third-party group.

Now, web searchers can filter their flight and hotel searches to remove non-sustainable options and book trains more easily through Google’s services.

To cater to eco-conscious air travellers, Google Flights adds a “Low Emissions” filter, allowing users to view flights with lower emissions than similar trips. When searching for hotels on Google.com/travel, users can click on a new “eco-certified” filter to browse a list containing only eco-certified properties.

What Companies Can Do to Ensure Sustainable Business Travel?

To ensure sustainable business travel, companies can take several steps, including:

  • Encouraging virtual meetings: Virtual meetings can reduce the need for business travel, thereby reducing organisations’ carbon footprint.
  • Choosing sustainable airlines, hotels, and rentals: Companies can choose airlines, hotels, and rentals with sustainable practices, such as using renewable energy sources, reducing waste, and conserving water.
  • Using eco-friendly transportation options: Companies can use eco-friendly transportation options, such as public transportation or electric cars, for local travel.
  • Reducing the number of trips: Companies can reduce the number of trips by encouraging employees to combine business and leisure trips or using video conferencing for internal meetings.
  • Offsetting carbon emissions: Companies can offset carbon emissions from business travel by investing in carbon offset programs, which fund renewable energy projects and help to reduce carbon emissions.

Sustainable business travel is becoming increasingly important for organisations that want to reduce their environmental impact and meet the expectations of eco-conscious customers and employees. Leading companies have already reduced their carbon footprint and promoted sustainable business travel practices. Organisations can ensure sustainable business travel by encouraging virtual meetings, choosing sustainable airlines, hotels, and rentals, using eco-friendly transportation options, reducing the number of trips, and offsetting carbon emissions. 

Organisations can achieve sustainability goals by prioritising sustainability in business travel, saving costs, and enhancing their brand reputation.

The Future of Sustainable Travel.

The future of sustainable travel looks promising as more travel brands adopt sustainable practices and more travellers demand eco-friendly options. The use of renewable energy sources, such as solar and wind power, is expected to increase in the travel industry. Electric planes, trains, and cars will also become more prevalent. Travellers will continue seeking sustainable and eco-friendly travel options, and travel brands must adapt to meet this demand.

Eco-friendly and sustainable travel is becoming increasingly important to travellers who want to ensure their trips are not damaging the environment. By adopting sustainable practices, travel brands can reduce their carbon footprint and appeal to eco-conscious travellers. Leading global travel brands have already taken steps to reduce their impact on the environment, and the future of sustainable travel looks promising as more travel brands and travellers embrace eco-friendly practices.

Want to learn more about the latest travel and tourism trends? Download our report Navigating emerging trends in global travel and tourism, here.

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The academic and business press may have criticized customer rewards for being cheap promotional tools and short-term fads, but they have been around forever, and more brands are embracing rewards programs rather than shying away from them. Many organisations are investing millions of dollars in creating and executing innovative rewards programs, ranging from frequent flyer offers by airlines to reduced fees by telecommunications companies to increase and retain their customer base.

Customer loyalty programs remain a popular marketing strategy brands use to increase customer retention and promote customer loyalty. These programs typically offer rewards, discounts, or other incentives to customers who make repeat purchases or engage in other loyal behaviours. 

But do they really work? 

In today’s business landscape, it is becoming increasingly common for senior leaders to request that their marketing teams evaluate the potential impact of loyalty marketing initiatives. 

The fundamental question is whether such programs foster additional customer loyalty beyond what would typically result from the inherent value of the product or service offered. Additionally, brands must scrutinise their loyalty programs to determine whether they truly encourage customers to spend more or merely incentivise them to make repeat purchases. And in a highly competitive marketplace, are loyalty marketing programs a viable solution for every organisation seeking to improve customer loyalty?

Engineering the economics of a loyalty program’s structure is key. 

It is a well-known fact in business and marketing that retaining customers is more valuable than acquiring new ones, which is why rewarding frequent buyers makes sense. 

So how can a brand go wrong with a simple loyalty program?

While you can get people to buy again from you by offering them rewards, how do you ensure you also profit when you get a repeat purchase? 

This is where many loyalty programs fall short. A lot goes into creating an effective rewards program. First, it has to be good enough to change the customer’s behaviour in your favour, and yet, it should not be so generous that it shrinks margins. You must also understand your consumers, as the same reward often encourages varying purchase behaviours. 

Our research at Kadence has uncovered some patterns in successful and effective loyalty programs. These findings may be used as a toolkit to create a successful rewards program for any consumer-facing brand. 

Let’s explore with real-world examples how to ensure the effectiveness of a customer loyalty program, but first, let’s dive into the origins of loyalty programs and how they work. 

History and Origins of Loyalty Programs

The origins of loyalty programs can be traced back to the late 18th century when American retailers began offering customers copper tokens that could be redeemed for goods. However, it was in the 1980s that loyalty programs began to gain widespread popularity. American Airlines AAdvantage program is often credited as the first modern loyalty program, launched in 1981. Since then, loyalty programs have become an increasingly popular marketing tool brands use in various industries, from retail and hospitality to finance and healthcare.

What goals do loyalty programs strive to achieve?

While loyalty programs do not create an unwavering devotion or faithfulness to a brand in the true sense of the word, they can help accomplish many business goals. It is critical to start with a goal. What are we trying to achieve with the loyalty program? Is the goal to keep customers from moving to other brands, or is it to prompt customers to make additional purchases they would not have typically made, or is it to get a larger share of the wallet?

Once you know your goal, it’s easier to zero in on the most suitable loyalty program structure and engineer an economically viable rewards program. 

For brands with a higher lifetime value, like a mobile service or internet provider, it is crucial to keep the customers from falling off into the hands of the competitor. The goal for such companies is often to create a loyalty program that makes the exit difficult for customers because of the incentives or point system. 

How do loyalty programs work?

Customer loyalty programs are designed to encourage repeat business from customers by offering them incentives and rewards for their loyalty. The programs provide customers with points, discounts, freebies, or other rewards based on their level of engagement with a business or brand.

Customers typically sign up for the loyalty program by providing their contact information, such as name, email, and phone number. They then earn points or rewards by making purchases referring friends, or engaging with the brand in other ways.

As customers accumulate points or reach certain milestones, they can redeem them for rewards such as free products, discounts on future purchases, or exclusive perks.

Loyalty programs also provide businesses with valuable customer data, which can be used to personalise marketing messages, improve customer experiences, and tailor rewards to individual preferences.

Any customer loyalty program aims to foster long-term customer relationships, increasing retention and loyalty and ultimately driving revenue growth.

types of loyalty programs

Many brands have recently flipped the script on tiered loyalty programs. 

When T-Mobile, a wireless voice, messaging, and data services provider, sought a fresh approach to express gratitude for its customers’ support and rapid growth, it went against the tide. Seeing that traditional loyalty programs were a decent way to generate additional sales but a lousy way to thank customers, T-Mobile wanted to prove the brand’s loyalty to customers instead of the other way around. 

The result was T-Mobile Tuesdays, a customer appreciation program that offered simple, easy access to free stuff and great deals every Tuesday without forcing customers to spend more with T-Mobile. It was a fresh take on loyalty programs that proved to be highly successful, with customers enjoying well over $1 billion worth of freebies and exclusive discounts in the five years since the program began. In contrast to most companies’ traditional loyalty programs that ask too much of their customers and give little back in return, T-Mobile’s program is unique in that it values and rewards all customers equally.

Many brands utilise loyalty programs to sell other products and services. This helps them set their sights higher to capture sales that would otherwise not be made. Multi-tiered rewards work best in this scenario. An increasing number of airline and retail brands use this reward system. Sephora has been very successful with its VIB program, which provides rewards and incentives commensurate with the value of purchases made within a given year.

A point-based system works well for the goods and services we frequently purchase in smaller quantities. Many hotels, grocery stores, and retailers use this system to reward customers based on points for every dollar spent. Customers are more likely to consolidate purchases with a single brand when rewarded in cash. 

Well-thought-out rewards or loyalty programs also help brands access valuable customer data. So while many grocery store programs may not promote loyalty because they are just giving out a membership card for special pricing, they have a wealth of information about their customers, which allows them to customise offers for every customer. However, orchestrating the insights from data requires a substantial investment in data analysis tools and a dedicated team for the job. 

technology and customer loyalty programs

How consumer psychology plays a crucial role in the structure and type of rewards program. 

Numerous studies have indicated that members tend to utilise loyalty programs more frequently as they progress further in the program, while their participation initially is uncertain. 

At the beginning of their membership, they may feel distant from the rewards since they have yet to make any progress and need to understand how achievable the goals are. This is where the principle of the endowed progress effect comes into play. The endowed progress effect states that people with artificial advancement toward a goal exhibit greater persistence toward reaching it. This is used to create effective loyalty programs to prevent customers from losing interest in the loyalty program. This is why many brands throw in bonus points to get them started. 

While a growing number of brands offer a buy–ten-get-one-free promo to keep customers from going to competitive brands, it may be more valuable to create a program that provides customers with a taste of something new and increases the range of products or services they buy from you. For instance, the US-based fast-casual chain Panera Bread offers a pastry or other such item to reward its regulars. Starbucks offers many different rewards, including free drinks, food items, and even merchandise, which must be redeemed within a period. This also helps promote the app as it helps keep track of the rewards. 

Many airlines use this strategy and upgrade their travellers to business class when they have empty seats, which gives their regular customers a taste of luxury and motivates them to purchase in the future.

fitness-tech-trends

The importance of measuring the effectiveness of customer loyalty programs.

While customer loyalty programs can effectively increase customer retention and loyalty, they often fall flat. It is critical to measure the effectiveness of these programs to ensure they achieve the desired results. This is where market research comes in. 

Market research is invaluable in devising the most effective loyalty programs and measuring their effectiveness. 

Here are some reasons why measuring loyalty programs is essential:

Know the ROI of your loyalty program.

Measuring the effectiveness of a loyalty program allows companies to determine the Return On Investment (ROI) of their loyalty program. This helps brands understand the costs and benefits of the program and whether it is worth continuing or making changes.

Customer Retention. 

If the program is not effectively retaining customers, brands may need to make changes to improve its effectiveness.

Customer Satisfaction. 

This information can be used to identify areas for improvement and make changes to better meet the needs and preferences of customers.

Competitive Advantage. 

A well-designed and effective loyalty program can provide a competitive advantage for companies. Measuring the program allows brands to understand how they perform compared to their competitors, make changes to improve their program, and stay ahead of the competition.

Customer Insights. 

By tracking customer spending, engagement, and satisfaction, brands can better understand customers and make data-driven decisions about loyalty programs and other marketing initiatives.

How to use market research to measure the effectiveness of customer loyalty programs.

Customer loyalty programs are an effective way to increase customer retention and loyalty. However, it is essential to measure their effectiveness to ensure they achieve the intended results. Market research allows brands to make data-driven decisions that drive customer loyalty and revenue growth.

Step 1: Define Your Objectives.

The first step in measuring the effectiveness of a customer loyalty program is to define your objectives. What are you hoping to achieve with your program? Is it improved customer retention, increased customer spending, or something else?

Defining your objectives will help you determine the metrics you need to measure and the research methods you will use.

Step 2: Choose Your Metrics.

Once you have defined your objectives, you need to choose the metrics you will use to measure the effectiveness of your loyalty program. 

Some standard metrics used to measure loyalty program effectiveness include:

  • Customer retention rate: The percentage of customers who continue to do business with your company after joining your loyalty program.
  • Customer spending: The amount of money customers spend on your products or services after joining your loyalty program.
  • Customer satisfaction: Customers’ satisfaction with your loyalty program and your company overall.
  • Referral rate: The number of customers who refer new customers to your company.

Step 3: Conduct Market Research.

Once you have defined your objectives and chosen your metrics, it’s time to conduct market research to measure the effectiveness of your loyalty program. 

You can use several research methods, including surveys, focus groups, and interviews.

Surveys are one of the most common research methods used to measure the effectiveness of customer loyalty programs. Surveys can collect data on customer retention, spending, satisfaction, and referral rates. They can be conducted online, by phone, or in person and can be targeted to specific groups of customers.

Focus groups and interviews are also effective research methods for measuring loyalty program effectiveness. These methods allow you to gather more in-depth customer feedback and understand their experiences with your loyalty program.

Step 4: Analyse Your Data.

Once you have collected your data, it’s time to analyse it. Look for patterns and trends in your data and compare them to your objectives and metrics. This will help you understand your loyalty program’s effectiveness and identify improvement areas.

Step 5: Make Improvements.

Based on your analysis, make any necessary improvements to your loyalty program. This could involve changing your rewards program, improving your customer service, or making other changes to meet the needs and expectations of your customers.

Many brands are using market research to measure the effectiveness of their customer loyalty programs. 

beauty-trends

Examples of global brands doing rewards right. 

Starbucks is known for its highly successful customer loyalty program, Starbucks Rewards. Sephora’s Beauty Insider Program is another successful loyalty program that uses market research to measure effectiveness. The Insider tier is free to join, while VIB and Rouge tiers require customers to spend specific amounts yearly. 

Sephora’s tiered program is highly impactful due to the sense of exclusivity created by the upper tiers. Tiered programs are successful when the upper tiers have a limited number of members, typically around 10%. This way, the most loyal customers feel a sense of accomplishment, motivating other customers to strive for the same. Sephora’s Beauty Insider program segments customers into three groups: Beauty Insiders, VIB, and VIB Rouge, effectively establishing a hierarchy.

Tiers contribute to the gamification aspect of Sephora’s loyalty program and influence customer behaviour, and motivating customers to strive for each new tier is the key to high engagement. Sephora has mastered this strategy, as evident from the feedback shared by its members on social media.

The program offers customers exclusive discounts, free samples, and other perks that align with its customer base. The brand also uses AI to make personalised recommendations. 

In the retail world, Amazon Prime, US-based Target Circle, India-based Flipkart Plus, Japan-based Rakuten Super Points, China-based Tmall Super Member, Singapore-based GrabRewards, and UK-based Tesco Club cards are excellent examples, as are many frequent flier programs like the Southwest rapid rewards card. 

Ensuring the effectiveness of a company’s loyalty program involves first defining its purpose. This entails meticulously considering the program’s design elements, including the rewards’ value and type and the methods of awarding and redemption. The key to a successful program is its efficient and consistent implementation. 

Loyalty programs have come a long way since their inception in the late 18th century. From American Airlines’ AAdvantage program to the modern loyalty programs of today, these have become essential marketing tools brands use to increase customer loyalty and drive revenue. While expecting absolute loyalty may be unrealistic, businesses can achieve long-term relationships with satisfied customers, serving as a valuable competitive advantage. With the help of technology, loyalty programs are becoming increasingly personalised, sophisticated, and effective and are likely to continue evolving in the years to come.

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Are you reading this on a mobile device? If you are, you’re not alone. Over 50% of global internet usage is now on mobile devices, and this number will only continue to grow. 

As we spend more and more time on our phones and tablets, it’s become increasingly important for brands to ensure that their websites are optimised for mobile users. But what does “mobile optimisation” actually mean? And why is it so important for brands to prioritise mobile responsiveness in their website design? 

In this blog, we’ll explore the answers to these questions and more. But first, let’s take a closer look at one fascinating statistic: 48% of users say that if a website isn’t mobile-friendly, they take it as a sign that the business doesn’t care (Google). Ouch. That’s a lot of potential customers who could be turning away from your website if it’s not optimised for mobile. So, let’s dive in and find out how to ensure that your website provides a great user experience for mobile users.

The rise of mobile usage.

Now that we’ve seen the importance of mobile responsiveness in website design let’s dive deeper into why it matters so much, especially for large multinational companies. The rise of mobile usage is one key factor. 

According to a recent report by Statista, over half of all internet usage is now happening on mobile devices. If your website isn’t optimised for mobile, you’re missing out on a massive audience of users accessing the web exclusively through their phones and tablets.

But it’s about more than just reaching more users. Mobile responsiveness also directly impacts user experience (UX), which is crucial for brands that want to build trust and loyalty with their customers. Users who visit your website on a mobile device expect it to be fast, easy to navigate, and visually appealing. If your website doesn’t meet these expectations, users will likely become frustrated and move on to a competitor’s site. In fact, Google reports that 57% of users say they won’t recommend a business with a poorly designed mobile site, so the stakes are high.

For multinational brands, the impact of mobile responsiveness on UX is even more critical. These companies often have global audiences, meaning users access their sites from a wide range of devices and internet connections. Ensuring your website is optimised for mobile can bridge the gap between users in different regions and provide everyone with a consistent, positive experience.

Mobile-first design.

As we’ve seen, mobile responsiveness is crucial for providing a great user experience on your website. But it’s not just about ensuring your site looks good on mobile devices – it’s also about designing it with mobile users in mind. That’s where mobile-first design comes in.

The concept of mobile-first design is exactly what it sounds like: designing your website with mobile users as the primary audience. This means prioritising things like page speed, streamlined navigation, and clear, concise content that’s easy to read on smaller screens. By focusing on mobile-first design, you can create a website that’s not just responsive to different devices but explicitly optimised for mobile users’ needs and expectations.

Mobile-first design is becoming increasingly important in the context of user experience optimisation for a few key reasons. First, as we’ve seen, more and more users are accessing the internet exclusively through mobile devices. This means that designing for mobile-first is not just a nice-to-have – it’s a necessity for reaching a large and growing audience.

Second, designing for mobile-first can make creating a great user experience easier across all devices, not just mobile. By focusing on the essentials of mobile design – things like fast load times, streamlined navigation, and clear content – you can create a strong foundation for your website that can be easily adapted for larger screens as well.

Best practices for mobile responsiveness.

Now that we understand the importance of mobile responsiveness and mobile-first design let’s dive into some best practices for optimising your website for mobile users.

  1. Prioritise page speed: Mobile users expect fast load times, so optimising your website for speed is essential. This can include compressing images, minifying code, and using a content delivery network (CDN) to reduce load times.
  2. Streamline navigation: Mobile screens are small, so making it easy for users to find what they’re looking for on your website is important. Keep your navigation menu simple and intuitive, and ensure all links and buttons are large enough to tap easily on a touchscreen.
  3. Use responsive design: Responsive design allows your website to adapt to different screen sizes automatically. This means that your website will look great and function properly whether a user is accessing it on a desktop, tablet, or smartphone.
  4. Optimise content for mobile: Mobile users are often looking for specific information quickly, so it’s essential to ensure that your content is clear, concise, and easy to read on a small screen. Use shorter paragraphs, larger fonts, and plenty of white space to make your content more mobile-friendly.
  5. Consider mobile-specific features: Several features can help to enhance the mobile user experience, such as click-to-call buttons, mobile-friendly forms, and swipeable carousels. Consider incorporating these features into your website design to make engaging with your content easier for mobile users.

By following these best practices, you can create a website that provides a great user experience for mobile users. Remember, designing for mobile-first isn’t just about making sure your website looks good on a smartphone – it’s about prioritising the needs and expectations of mobile users throughout the design process. By doing so, you can create a website that’s responsive to different devices and optimised for your users’ needs, no matter how they access your site.

beauty-trends

The Technical Side of Mobile Responsiveness

While mobile-first design is a crucial element of optimising the user experience on your website, it’s essential to pay attention to the technical side of mobile responsiveness. 

Several technical considerations can impact your website’s ability to adapt to different screen sizes and devices, such as CSS and media queries.

CSS, or Cascading Style Sheets, is a language used to describe the presentation of web pages, including layout, fonts, and colours. CSS can be used to create responsive designs by specifying different styles for different screen sizes. For example, you can use CSS to specify that an image should be a certain width on a desktop screen but scale down to a smaller size on a mobile device.

Media queries are a key component of responsive design that allows websites to adapt to screen sizes by applying different styles based on the device’s screen width. Media queries can specify different styles for a wide range of devices, from large desktop screens to small smartphone screens.

In addition to CSS and media queries, several other technical considerations can impact mobile responsiveness, such as page load times, image optimisation, and responsive frameworks like Bootstrap or Foundation.

By understanding the technical side of mobile responsiveness and implementing best practices like CSS and media queries, you can create a website that provides mobile users with a seamless and engaging experience. While it may seem daunting to dive into the technical details, many resources are available to help you get started, such as online tutorials, forums, and developer documentation.

Remember, mobile responsiveness is not just about making your website look good on a smartphone – it’s about providing a great user experience for a large and growing audience of mobile users. 

Mobile Optimisation and SEO: A Match Made in User Experience Heaven

We’ve already discussed how mobile optimisation can impact user experience on your website, but did you know that it can also significantly impact your search engine rankings? Google, the world’s most popular search engine, has made it clear that mobile optimisation is a key factor in its algorithm for ranking search results.

Google has even rolled out mobile-first indexing, prioritising a website’s mobile version when determining its search engine ranking. If your website isn’t optimised for mobile, you could miss out on a significant amount of organic search traffic.

But why does mobile optimisation have such a big impact on SEO? It all comes down to user experience. Google’s primary goal is to provide its users with the best possible search results, including ensuring that the websites they recommend offer a great user experience on all devices. Mobile-friendly websites are not only easier for users to navigate and read, but they also load faster and have lower bounce rates, which are all factors that Google considers when determining search rankings.

In addition to mobile-first indexing, Google offers many tools and resources to help you optimise your website for mobile users, such as the Mobile-Friendly Test and PageSpeed Insights. These tools can help you identify areas where your website may fall short in mobile optimisation and provide recommendations for improving your mobile user experience.

By prioritising mobile optimisation in your website design, you can improve your user experience for mobile users and your search engine rankings and drive more organic traffic to your site. So, if you haven’t already, it’s time to prioritise mobile optimisation for your website.

Essential Tools and Resources for Mobile Optimisation

Implementing mobile-first design and optimising your website for mobile users can seem like a daunting task. Still, several tools and resources are available to help you get started. Here are some essential tools and resources for mobile optimisation to help you test and improve your website’s mobile responsiveness.

  1. Google’s Mobile-Friendly Test: This free tool from Google allows you to test your website’s mobile responsiveness and provides recommendations for improving your mobile user experience.
  2. PageSpeed Insights: Another free tool from Google, PageSpeed Insights analyses your website’s performance on desktop and mobile devices and provides suggestions for improving page speed and user experience.
  3. Responsive design frameworks: Frameworks like Bootstrap and Foundation can help you create responsive designs more quickly and easily by providing pre-built CSS and JavaScript components that are optimised for mobile devices.
  4. Mobile-specific plugins: If you’re using a content management system like WordPress or Drupal, several plugins are available that can help you optimise your website for mobile users, such as WPtouch and Drupal Mobile.
  5. Online tutorials and forums: A wealth of online resources are available to help you learn more about mobile optimisation, from tutorials on responsive design to forums where you can connect with other developers and designers.

Mobile Optimisation and E-commerce: Why It Matters and How to Get it Right

In today’s digital landscape, e-commerce is more important than ever, with consumers increasingly turning to online shopping for their retail needs. And with mobile devices accounting for more than half of all internet traffic, e-commerce websites must be optimised for mobile users.

Mobile optimisation is essential for e-commerce websites because mobile users often have different needs and behaviours than desktop users. For example, mobile users may look for specific products or information quickly or be more likely to make impulsive purchases. To optimise the mobile user experience for e-commerce, it’s important to understand these needs and behaviours and design your website accordingly.

So, what are some best practices for optimising e-commerce sites for mobile users? Here are a few key considerations:

  1. Streamline the checkout process: Mobile users want a quick and easy checkout process, so minimising the number of steps required to complete a purchase is important. Consider using a one-page checkout process, offering guest checkout options, and enabling mobile payment methods like Apple Pay and Google Wallet.
  2. Optimise product pages for mobile: Product pages are a key element of e-commerce websites, so it’s crucial to ensure they’re optimised for mobile users. This can include using high-quality product images, providing clear product descriptions, and including reviews and ratings.
  3. Use mobile-specific features: Several mobile-specific features can enhance the e-commerce user experience, such as click-to-call buttons, mobile-friendly forms, and push notifications. Consider incorporating these features into your website design to make engaging with your content easier for mobile users.
  4. Test and optimise: As with any aspect of website design, testing and optimising your e-commerce website for mobile users is essential. Use tools like Google’s Mobile-Friendly Test and PageSpeed Insights to identify areas for improvement and make iterative changes over time.

Optimising your e-commerce website for mobile users can improve user experience, drive more conversions, and ultimately increase revenue. So, prioritise mobile optimisation in your strategy, whether you’re designing a new e-commerce site or optimising an existing one.

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How a Market Research Agency Can Help Your Brand Achieve Mobile Optimisation Success

Achieving mobile optimisation success can be complex and challenging, requiring a deep understanding of user behaviour, design best practices, and technical considerations. This is where working with a market research agency can be an invaluable asset for brands looking to improve their mobile user experience.

A market research agency can provide many services and solutions to help brands optimise their website for mobile users. Here are a few examples:

  1. User research: A market research agency can conduct user research to gain insights into how your target audience interacts with your website on mobile devices. This can include surveys, focus groups, and usability testing to identify pain points and opportunities for improvement.
  2. Design and development: A market research agency can work with your team to design and develop a mobile-first website that prioritises user experience and incorporates best practices for mobile optimisation. This can include creating responsive designs, optimising page speed, and implementing mobile-specific features.
  3. Analytics and optimisation: A market research agency can help you measure the impact of your mobile optimisation efforts by analysing data and identifying areas for improvement. This can include A/B testing, heat mapping, and user behaviour tracking to fine-tune your mobile user experience over time.
  4. Competitive analysis: A market research agency can conduct a competitive analysis to identify how other brands in your industry are approaching mobile optimisation and provide recommendations for differentiating yourself and providing a better user experience.

By working with a market research agency, brands can ensure their mobile user experience is optimised for their target audience and aligned with their overall business goals. Whether you’re looking to improve your website’s load times, streamline the checkout process, or implement mobile-specific features, a market research agency can provide the expertise and support you need to achieve mobile optimisation success.

Key Takeaways

Mobile optimisation is an essential aspect of user experience optimisation for large multinational companies. With the rise of mobile usage, users expect websites to be fast, easy to navigate, and visually appealing on their mobile devices. 

By prioritising mobile-first design and following best practices for mobile optimisation, companies can create a website that not only meets these expectations but exceeds them.

While we’ve discussed the importance of mobile-first design and the impact of mobile optimisation on search rankings and e-commerce, it’s also important to consider the technical side of mobile responsiveness and the tools and resources available to help you achieve mobile optimisation success. Companies can gain a competitive edge by using these tools and resources and working with a market research agency to provide a seamless and engaging experience for mobile users worldwide.

Ultimately, mobile optimisation is not just about making your website look good on a smartphone – it’s about providing a great user experience for a large and growing audience of mobile users. By prioritising mobile optimisation, brands can build customer trust and loyalty, improve search rankings, drive more conversions and revenue, and ultimately stay ahead in today’s fast-paced digital landscape.

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“Businesses that are solely focused on their product without understanding their customers will ultimately fail.” – Michael Seibel, CEO of Y Combinator.

This quote highlights the importance of understanding your customers and their needs, which is why market research is critical for any successful business. In today’s rapidly changing and competitive marketplace, it’s not enough to simply create a product and hope it will sell. You need to know who your customers are, what they want, and how they behave to make informed decisions and develop effective marketing strategies.

One approach to market research that is often overlooked is panel research. Panel research involves gathering data from a group of individuals who have agreed to participate in ongoing research studies. This type of research can provide valuable insights into consumer behaviour, attitudes, and preferences over time, which can help businesses stay ahead of the curve and make more informed decisions. In this article, we’ll explore why panel research should be part of your market research strategy and how it can help you better understand your customers and improve your marketing efforts.

The Benefits of Panel Research

One of the primary benefits of panel research is that it allows you to gather data from a consistent group of individuals over time. By surveying the same group of people multiple times, you can track changes in their behaviour and attitudes and identify trends or patterns that may be emerging. This can help you make more accurate predictions about future behaviour and inform your marketing strategies accordingly.

Another advantage of panel research is that it can provide a more accurate picture of consumer behaviour than other types of research. For example, traditional market research methods like focus groups or surveys are often conducted with a one-time sample of participants. However, these individuals may not represent your target audience as a whole. Their responses may be affected by factors like social desirability bias or their mood during the study.

With panel research, on the other hand, you can ensure that your sample is representative of your target audience and that the data you collect is more reliable and valid. This is because the same individuals are surveyed multiple times, which reduces the likelihood of random variations in responses and other sources of error.

Lastly, panel research can also be more cost-effective than other types of research. Because you are surveying the same group of people multiple times, you can often collect more data with fewer resources than you would need to conduct numerous one-time studies. This can be especially useful for small businesses or startups that have limited budgets but still need to gather high-quality data to inform their decisions.

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Types of Panel Research

There are several types of panel research that brands can use to gather insights into their target audience. Each type has strengths and weaknesses, so choosing the one best suited to your research needs is essential.

  • Online Panels: Online panels are one of the most popular types of panel research. These panels consist of a group of individuals who have agreed to participate in research studies online. Businesses can use online panels to gather data on a wide range of topics, including consumer behaviour, attitudes, preferences, and more.
  • Mobile Panels: Mobile panels are similar to online panels but are conducted exclusively on mobile devices like smartphones and tablets. These panels can be particularly useful for gathering data on consumer behaviour in real-time, such as when they are shopping in-store or browsing a website on their mobile device.
  • Traditional Panels: Traditional panels are in-person through focus groups or one-on-one interviews. These panels can help gather in-depth qualitative data on consumer attitudes and preferences, but they can also be more time-consuming and expensive than online or mobile panels.
  • Customer Panels: Customer panels comprise of individuals who have already purchased a product or service from a business. These panels can help gather customer satisfaction feedback, identify improvement areas, and test new product ideas.

When choosing a panel research method, it’s important to consider your research objectives, target audience, and budget. Online panels and mobile panels may be more cost-effective and efficient, while traditional panels and customer panels may provide more in-depth qualitative data. It’s also important to ensure that your sample is representative of your target audience so that you can be confident in the data you collect.

How to Conduct Panel Research

Conducting panel research involves several key steps to ensure that you gather reliable and actionable data. Here are some best practices to follow:

  • Choose the Right Panel: The success of your panel research depends on choosing the right panel. Look for a panel provider with a large and diverse sample, with participants matching your target audience demographics. You should also ensure the panel provider has a robust data quality control process to minimise bias and ensure accurate data.
  • Create Effective Surveys: Once you have your panel, it’s time to design your survey. Consider your research objectives and craft questions to provide the insights you need. Ensure your questions are clear, concise, and unbiased to ensure accurate data. Keeping your surveys short is also important to avoid panel fatigue and maintain high response rates.
  • Conduct Your Survey: Once your survey is designed, it’s time to deploy it to your panel. Make sure your survey is mobile-friendly, as many panel members may complete it on their smartphones or tablets. It’s also a good idea to incentivise panel members to complete your survey through cash or gift card rewards to maintain high response rates.
  • Analyse Your Data: Once you have collected your survey data, it’s time to analyse it. Look for patterns and trends in the data, and compare them to previous waves of data to identify changes over time. Use statistical analysis to ensure your findings are reliable and valid.
  • Draw Insights and Make Decisions: Use your data to draw insights about your target audience and inform your marketing decisions. Use your insights to optimise your marketing strategies, improve your products or services, and better meet your customers’ needs.

Following these best practices ensures that your panel research provides valuable and reliable data to inform your business decisions. 

Real-Life Examples

Many companies have used panel research to gather insights into their target audience and inform their marketing strategies. Here are some real-life examples of companies that have successfully used panel research:

  • Procter & Gamble: Procter & Gamble used a panel of customers to gather feedback on a new line of shampoo products. By gathering insights from the panel, they could identify which product features were most important to customers and optimise their marketing strategy accordingly. The result was a highly successful product launch that exceeded sales targets.
  • Netflix: Netflix has used panel research to gather insights into viewer behaviour and preferences. By analysing data from their panel, they could identify trends in viewing habits and preferences and optimise their content offerings accordingly. This has helped Netflix stay ahead of the curve and maintain its position as a leader in the streaming industry.
  • Hilton Hotels: Hilton Hotels used a panel of customers to gather feedback on their loyalty program. By gathering insights from the panel, they could identify areas for improvement and make changes to the program that better met the needs of their customers. The result was increased customer satisfaction and loyalty.

These examples demonstrate the power of panel research to provide valuable insights into consumer behaviour and preferences. By using panel research as part of their market research strategy, these companies were able to make more informed decisions and develop more effective marketing strategies.

Challenges and Limitations of Panel Research

While panel research has many benefits, it also has some challenges and limitations that businesses should be aware of. Here are some of the main challenges and limitations of panel research:

  • Selection Bias: Panel research can be susceptible to selection bias if the panel members do not represent the target population. This can occur if the panel provider has a biased sample or if certain demographics are over or underrepresented in the panel.
  • Low Response Rates: Panel research can also suffer from low response rates, especially if panel members are asked to complete surveys too frequently. Low response rates can lead to a biased sample and make it difficult to draw accurate conclusions from the data.
  • Panel Fatigue: Panel fatigue occurs when panel members become tired of completing surveys and start to provide less accurate or thoughtful responses. This can be especially problematic for longitudinal studies that require participants to complete multiple surveys over a period of time.
  • Limited Sample Size: Panel research is typically conducted with a smaller sample size than other types of research, which can limit the generalisability of the findings. This is especially true for niche or hard-to-reach populations.
  • Cost: While panel research can be cost-effective in the long run, upfront costs associated with panel recruitment and data collection can be prohibitive for smaller brands.

To address these challenges, brands should ensure that their panel is representative of the target population and that panel members are asked to complete surveys sparingly. Brands should also consider using incentives to encourage high response rates and reduce panel fatigue. 

Finally, businesses should be aware of the limitations of panel research and use it in conjunction with other research methods to gather a more comprehensive understanding of their target audience.

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Outsourcing Your Panel Research

While conducting panel research in-house can be tempting, outsourcing your panel research to a market research agency can have many benefits. Here are some advantages to consider:

  • Expertise: Market research agencies have extensive experience and expertise in panel research. They know how to recruit the right participants, design effective surveys, and analyse data in a way that provides actionable insights. This can lead to more accurate data and more informed decisions.
  • Access to Technology: Market research agencies have access to the latest technology and tools for panel research. This can include advanced survey software, data analysis tools, and reporting capabilities. Using these tools, agencies can provide more robust and detailed data than possible with in-house resources.
  • Quality Control: Market research agencies have established processes to ensure the quality and reliability of the data they collect. This can include data quality checks, respondent validation, and data cleaning to minimise bias and provide accurate data.
  • Time and Cost Savings: Outsourcing your panel research can save time and money compared to conducting it in-house. Market research agencies have established panels and recruitment processes in place, which can save time and resources. Additionally, outsourcing can help you avoid the upfront costs of panel recruitment and data collection.
  • Access to Niche Populations: Market research agencies have access to a wide range of panels, including panels that may be difficult to recruit in-house. This can include panels of healthcare professionals, IT professionals, or other niche populations.

By outsourcing your panel research, you can take advantage of these benefits and gain access to more accurate and reliable data. Market research agencies can provide various services, from panel recruitment and survey design to data analysis and reporting, to help you gather the insights you need to make informed decisions and drive business success.

Key Takeaways

Panel research is essential for brands looking to gain insights into their target audience and develop effective marketing strategies. Using panel research, brands can gather reliable data on consumer behaviour, attitudes, and preferences over time, making informed decisions that drive business success. However, panel research also has its challenges and limitations, which businesses should be aware of to ensure the data’s accuracy and reliability.

Outsourcing panel research to a market research agency can provide many benefits, including expertise, access to technology, quality control, time and cost savings, and access to niche populations. By working with a market research agency, businesses can ensure that their panel research provides accurate and actionable data that can inform their marketing strategies and drive business growth.

Key Takeaways:

  • Panel research provides valuable insights into consumer behaviour, attitudes, and preferences over time.
  • Panel research can be conducted using online panels, mobile panels, traditional panels, or customer panels.
  • Businesses should be aware of the challenges and limitations of panel research, including selection bias, low response rates, panel fatigue, limited sample size, and cost.
  • Outsourcing panel research to a market research agency can provide many benefits, including expertise, access to technology, quality control, time and cost savings, and access to niche populations.

When looking to conduct panel research, consider partnering with Kadence International, a multi-award-winning global market research agency with extensive experience and expertise in panel research. Contact us today to learn more about our panel research services and how we can help you gather the insights you need to drive business success.

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Nearly 9 in 10 parents say their kids influence their purchase decisions. Recent studies have identified children as the most important influencers in making daily household shopping habits more environmentally responsible. 

Climate activist Greta Thunberg also began her climate change journey when she persuaded her parents to adopt lifestyle choices that reduced their carbon footprint.

There has been a significant increase in awareness about the impact of human activity on the environment. As the world grapples with the challenges of climate change, young people are taking an active role in advocating for a more sustainable future. Children are increasingly influencing their parents to adopt green practices daily.

Spending on sustainable brands and products by Gen X has increased by 24 percent since 2019, as a result of the Gen Z influence.

Studies have shown that children significantly influence their parents’ behaviour when it comes to environmental issues. Parents with children concerned about the environment are more likely to change their daily habits and be more conscious of their impact on the planet. Children are also encouraging their parents to become more active in advocating for environmental issues and supporting brands that are committed to sustainability.

The Greta generation is growing up and looking to raise awareness, often starting in their own homes. Brands that are looking to become more sustainable should take note of the role that children are playing in this movement. 

Steps brands can take to become more sustainable and appeal to eco-conscious families.

To convey their social purpose and position themselves as eco-friendly and sustainable to Gen Alpha and Gen Z, brands can follow these steps:

  1. Be transparent.

    Be open and honest about your sustainability practices and initiatives. Gen Alpha and Gen Z value sustainability and are more likely to trust and support brands that are transparent about their environmental impact.
  2. Use eco-friendly materials.

    Use environmentally friendly materials in your products and packaging. This can include using recycled materials, reducing plastic usage, and using biodegradable packaging.
  3. Support social causes.

    Gen Alpha and Gen Z are more likely to support brands actively involved in social causes. Support social causes that align with your brand’s values and messaging.
  4. Communicate your values.

    Clearly communicate your brand’s values and beliefs about sustainability. This can be done through social media, advertising campaigns, and product packaging.
  5. Engage with your audience.

    Engage with Gen Alpha and Gen Z through social media and other digital platforms. Encourage them to share their thoughts and feedback on your sustainability efforts.
  6. Take concrete actions.

    Take concrete actions to reduce your environmental impact. This can include reducing waste, using renewable energy sources, and supporting sustainable farming practices.
  7. Educate your audience.

    Educate your audience on sustainability issues and the impact of their choices. Provide tips and resources on how they can reduce their environmental footprint.

It is important for brands to not just talk about sustainability but to take steps to reduce their environmental impact actively. By doing so, they can gain the trust and support of Gen Alpha and Gen Z, who are increasingly conscious about sustainability and the environment.

Brands that want to appeal to eco-conscious families should take note of this and take steps to become more sustainable. By reducing waste, using sustainable materials, supporting environmental causes, and providing educational resources, brands can demonstrate their commitment to sustainability and appeal to consumers looking for eco-friendly products.

Not surprisingly, TikTok has become a popular platform for promoting sustainability and raising awareness about environmental issues among the younger generation. Its short-form video format and engaging content make it an effective platform for educating and inspiring others to take action toward a more sustainable future.

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Here are a few examples of how TikTok contributes to the sustainability movement:

  1. #ClimateChange and #Sustainability Challenges.

    TikTok users have created various climate change and sustainability challenges, such as the #ClimateChangeChallenge and #SustainabilityChallenge. These challenges encourage users to share their own sustainable habits and tips, spreading awareness about the importance of sustainability.
  2. Upcycling and DIY Videos.

    TikTok is a popular platform for DIY and upcycling videos. Users share videos of themselves transforming old clothes or other items into something new and fashionable, encouraging others to reuse and repurpose items instead of throwing them away.
  3. Sustainable Fashion and Beauty Tips.

    Many TikTok creators use the platform to share sustainable fashion and beauty tips. They show how to shop secondhand at thrift stores and online, create sustainable skincare routines, and reduce waste in the beauty industry.
  4. Environmental Education.

    TikTok has also become a platform for environmental education. Creators share short videos explaining climate change, sustainability, and other environmental issues in a fun and engaging way.
  5. Advocacy Campaigns.

    Many advocacy campaigns related to environmental and sustainability issues have taken place on TikTok, including campaigns focused on reducing plastic waste, promoting renewable energy, and protecting biodiversity.
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Barriers brands face when trying to become eco-friendly. 

Several barriers brands face when trying to become eco-friendly. Some of these barriers include:

  1. Cost.

    One of the biggest barriers for brands that want to become eco-friendly is the high cost of sustainability. Sustainable materials and manufacturing processes can often be more expensive than traditional materials and methods. This can make it difficult for some brands to invest in sustainability.
  2. Infrastructure.

    Brands may also face barriers related to their infrastructure. For example, finding suppliers and manufacturers that use sustainable practices may be difficult. Additionally, it may require significant investment to update existing facilities and equipment to be more sustainable.
  3. Lack of Consumer Demand.

    While there is a growing demand for eco-friendly products, some brands may still face barriers related to consumer demand. Brands may hesitate to invest in eco-friendly practices if consumers are not yet prioritizing sustainability when purchasing.
  4. Regulation.

    Brands may also face barriers related to regulation. Governments may have regulations and policies that make it difficult for brands to adopt sustainable practices. Additionally, compliance with these regulations can be costly and time-consuming.
  5. Education.

    Finally, brands may face barriers related to education. Not all consumers may be aware of the benefits of eco-friendly products, and some may not understand the environmental impact of their purchasing decisions. Brands may need to invest in education and awareness campaigns to help consumers understand the importance of sustainability.

Becoming eco-friendly can be a challenging process for brands. However, as sustainability becomes more important to consumers and the planet, it is becoming increasingly necessary for brands to overcome these barriers and invest in sustainability.

Eco-Friendly Brands in the US, UK, and Asia: Examples and Positioning Strategies for Sustainability.


Here’s how successful sustainable brands position themselves as eco-friendly and attract consumers with their environmentally-friendly practices.

Patagonia.

Patagonia is a well-known outdoor apparel brand committed to sustainability. The brand has used recycled materials and organic cotton for years and has launched several initiatives to reduce its carbon footprint. Patagonia is known for its transparency in its supply chain and for advocating for environmental causes.

Eileen Fisher.

Eileen Fisher is a fashion brand focused on sustainable and ethical fashion. The brand uses organic cotton and recycled materials to make its clothing and has launched several initiatives to reduce its waste and carbon footprint. Eileen Fisher also partners with organizations that promote sustainability in the fashion industry.

Rapanui.

Rapanui is a sustainable clothing brand in the UK. The brand uses organic cotton and recycled materials to make its clothing and has a closed-loop production process that minimizes waste. Rapanui also uses renewable energy to power its factories and offsets its carbon footprint by planting trees.

Paperboat.

Paperboat is a beverage brand in India that uses natural ingredients and traditional Indian recipes to make its drinks. The brand uses eco-friendly packaging and is committed to reducing its carbon footprint by sourcing ingredients locally and using sustainable transportation.

Bamboo Straw Girl.

Bamboo Straw Girl is a brand in Singapore that sells eco-friendly bamboo straws. The brand sources bamboo from sustainable farms and has a closed-loop production process that minimizes waste. Bamboo Straw Girl also partners with environmental organizations and advocates for plastic-free living.

Sapa O’Chau.

Sapa O’Chau is a social enterprise in Vietnam that sells organic tea and coffee. The brand works with local farmers to source its ingredients and uses eco-friendly packaging. Sapa O’Chau also reinvests its profits into the local community, supporting education and sustainable tourism.

Messy Bessy.

Messy Bessy is a personal care and cleaning brand in the Philippines. The brand uses plant-based ingredients and eco-friendly packaging for its products. Messy Bessy also partners with organizations that promote environmental causes and provides employment opportunities to marginalized communities.

Avani Eco.

Avani Eco is a brand in Indonesia that produces eco-friendly bags and packaging made from cassava starch. The brand’s products are biodegradable and compostable, and its manufacturing process uses renewable energy. Avani Eco also partners with organizations that promote sustainable living and advocate for a circular economy.

MUJI.

MUJI is a Japanese brand that produces a wide range of products, including clothing, home goods, and food. The brand strongly focuses on sustainability and uses eco-friendly materials such as organic cotton and recycled paper. MUJI also encourages a minimalist lifestyle, which reduces waste and promotes sustainability.

Innowell.

Innowell is a Chinese brand that produces eco-friendly air purifiers. The brand’s purifiers use natural materials such as bamboo charcoal and HEPA filters to remove pollutants from the air. Innowell also focuses on energy efficiency, using less energy than traditional air purifiers.

Klean Kanteen.

Thailand-based brand Klean Kanteen produces eco-friendly water bottles and containers using stainless steel, a sustainable and recyclable material. It encourages consumers to reduce their use of single-use plastic bottles. Klean Kanteen also partners with organizations that promote environmental causes and sustainable living.

These brands have positioned themselves as environmentally-conscious by using eco-friendly materials, reducing waste, and promoting sustainable lifestyles. They also communicate their eco-friendly practices to consumers through marketing and transparency in their supply chains. Additionally, they partner with organizations that promote environmental causes and sustainable living, which helps to raise awareness of sustainability issues and promote positive change.

To position themselves as sustainable and appeal to this generation, brands need to take a 360-degree approach to sustainability. This means that they should consider not only the materials they use in their products and packaging but also the production methods and conditions, as well as their supply chain and distribution practices.

Brands that prioritize sustainability and are transparent about their practices can build trust with young consumers, who also yield some influence on their parents’ purchasing behavior and gain a competitive advantage in the marketplace. By adopting sustainable practices, brands can contribute to the global effort to address climate change and reduce their environmental impact.

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The USD 500 billion beauty and personal care industry encompasses everything from skincare and cosmetics to hair care and personal grooming. This lucrative industry has seen a significant surge in influencer marketing campaigns to reach its target audience. In fact, beauty brands are some of the most-followed and active accounts on social media. 

According to LTK’s national shopper study, beauty brands are the top product category from influencer recommendations. For beauty brands, there are ample opportunities for social selling; however, the intense competition in this space can be daunting. 

The key to differentiating a beauty brand in such a crowded marketplace is to have the right influencer to communicate the message personally. This helps people become engaged and commit to the beauty brand. Beauty brands must also evaluate their campaign’s success to continue building upon it. 

In this guide, you will learn about the benefits of utilising the top influencer platform to expand your beauty brand; tips on strategy, campaigns, and selecting the right influencers; and guidance on where to begin.

In the past decade, influencer marketing has become a crucial part of the marketing strategies of many beauty brands. Influencer marketing is leveraging social media influencers’ reach and influence to promote products or services. Beauty brands have partnered with influencers with a significant following on social media platforms such as Instagram, YouTube, and TikTok.

This guide will explore the impact and effectiveness of influencer marketing on beauty brands, including the advantages and disadvantages of this marketing strategy. 

What is influencer marketing?

Influencer marketing is a type of social media marketing that focuses on using key leaders or ‘influencers’ to drive brand messages to the target market. Influencers are industry experts and social media personalities with established credibility, a large following, and niche audiences.

Influencer marketing plays an integral role in the beauty and personal care industry. From make-up tutorials to health and wellness routines, influencers can offer personal, real-time tips to help potential customers make informed purchasing decisions. 

Companies view influencers as key brand partners in helping them connect with a targeted audience to increase awareness and sales. Creators or influencers representing the brand and its products can be extremely valuable for designing content strategies to reach a specific demographic. Such strategies can be crafted using various visuals and interactive materials that articulate the brand’s messaging and the influencer’s experiences. This can lead to an authentic relationship between the influencer and the brand’s audience.

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The Advantages of Influencer Marketing for Beauty Brands:

  • Increased Brand Awareness

Partnering with influencers can help beauty brands reach a wider audience and increase brand awareness. Influencers have a dedicated following on social media, and their followers often trust and value their recommendations. Influencers promoting a beauty brand’s products can generate interest and awareness among their followers, leading to increased brand exposure.

  • Targeted Marketing

Influencer marketing allows beauty brands to target specific demographics and audiences. By partnering with influencers with a significant following within a particular demographic, beauty brands can reach their target market more effectively. This can result in higher engagement rates and more conversions.

  • Cost-Effectiveness

Compared to traditional advertising methods, influencer marketing can be a cost-effective way for beauty brands to promote their products. While partnering with top-tier influencers can be expensive, beauty brands can also work with micro-influencers with smaller followings but can still reach a targeted audience at a lower cost.

  • Authenticity

Influencer marketing can add authenticity to a beauty brand’s marketing strategy. Influencers are often seen as authentic and trustworthy by their followers, which can increase the perceived value of a beauty brand’s products. This can lead to increased engagement and conversions.

The Disadvantages of Influencer Marketing for Beauty Brands:

  • Risk of Inauthenticity

One of the main disadvantages of influencer marketing is the risk of inauthenticity. If influencers promote products solely for the sake of payment, it can come across as inauthentic and may damage their reputation with their followers. This can also poorly reflect the beauty brand, leading to decreased trust and credibility.

  • Limited Control

Beauty brands have limited control over influencers’ content when promoting their products. While they can provide guidelines and suggestions, ultimately, the influencer has creative control over the content. This can lead to inconsistencies in messaging and branding.

  • Saturation

Influencer marketing has become increasingly popular in recent years, leading to saturation in the market. With so many beauty brands partnering with influencers, it can be difficult for a brand to stand out and make an impact.

  • Challenges with metrics and ROI

Measuring the effectiveness of influencer marketing can be challenging, and it can be difficult to determine the return on investment (ROI). Metrics such as engagement rates, impressions, and conversions can be used to measure the success of a campaign, but it can be difficult to attribute sales directly to influencer marketing.

There are two types of influencers —micro-influencers and macro-influencers. 

Both micro-influencers and macro-influencers have a place in the marketing world, but they have some distinct differences that set them apart.

The main differences between micro and macro influencers are their reach and cost. Micro-influencers usually have between 10k-100k followers, while macro-influencers have above 100k followers.

Micro-influencers have a smaller but more dedicated following, often with niche interests. They also tend to engage their followers more since their following is smaller. This can create stronger bonds between influencer and follower, often resulting in more meaningful connections. 

On the other hand, macro-influencers have a larger but less dedicated following, usually due to a broader range of interests and less one-on-one interaction with followers.

Another big difference between the two is their rates for sponsored posts. Since macro-influencers often have bigger followings, they can usually command higher rates than micro-influencers. 

However, this doesn’t necessarily mean they always have a higher ROI. Micro-influencers can have a higher ROI due to their more engaged followers.

Micro and macro influencers have advantages and disadvantages; choosing the right influencer will depend on the campaign’s specific needs. The size of their audience, the quality of their engagement, and the cost must be considered when selecting an influencer.

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What types of platforms are most popular for Influencer Campaigns

Influencer campaigns showcase the power of influencers to boost brand engagement and inspire potential customers. This, in turn, can significantly affect sales within the beauty and personal care industry.

Beauty influencers greatly impact product sales worldwide, creating trends and transforming the beauty industry. 

The platform with the most beauty influencers is undoubtedly Instagram, with its ease of use, huge user base, and engaging features allowing influencers to build their own audience. Countries like the US, UK, India, and Brazil lead the charge for the total number of influencers, but as social media usage expands to other areas of the world, this number will grow.

Instagram is also the platform with the highest engagement rate for beauty influencers, particularly when it comes to micro-influencers. Due to their niche approach and smaller but highly dedicated following, micro-influencers can leverage relationships with their followers to have high interaction rates with posts, especially compared to traditional beauty influencers, who may have more followers but often receive lower engagement.

The success of Instagram influencers has spilled over to other platforms, particularly YouTube, which is seeing an increasing number of beauty influencers and related content. However, while it may not have the highest engagement rate for beauty influencers, YouTube is still a major player in the market and should not be overlooked.

Case Study: Glossier

Glossier is a direct-to-consumer beauty brand that has successfully leveraged influencer marketing to promote its products. The brand was founded in 2014 and has become a cult favourite among millennial and Gen Z consumers.

Glossier’s influencer marketing strategy focuses on working with micro-influencers with smaller followings but can still reach a targeted audience. The brand has also cultivated a community of “Glossier Girls,” who are fans of the brand and are often featured on Glossier’s social media platforms.

One of Glossier’s most successful influencer campaigns was the launch of its

Four beauty brands that effectively used influencer marketing to build a loyal following: 

US – Fenty Beauty by Rihanna

Fenty Beauty by Rihanna is a US-based beauty brand that launched in 2017. The brand’s strategy heavily relied on influencer marketing, particularly on social media platforms like Instagram and YouTube. The brand collaborated with various influencers, from micro-influencers to celebrities, to promote its products.

One of the brand’s most successful influencer campaigns was the launch of its Pro Filt’r Soft Matte Longwear Foundation. The brand partnered with influencers of various skin tones and types, ensuring the foundation was showcased to a diverse range of individuals. This helped the brand gain traction and build a loyal following, particularly among women of colour who had previously struggled to find a foundation that matched their skin tone.

UK – Charlotte Tilbury

Charlotte Tilbury is a UK-based beauty brand that launched in 2013. The brand has a strong influencer marketing strategy and has partnered with numerous beauty bloggers and influencers to promote its products. Charlotte Tilbury’s influencer campaigns have been particularly effective on Instagram, where the brand has over 3 million followers.

One of the brand’s most successful influencer campaigns was the launch of its Pillow Talk lipstick. The brand partnered with influencers such as Zoella, who posted Instagram stories and blog posts about the lipstick, generating buzz and interest around the product. The campaign was so successful that the brand expanded its Pillow Talk range to include an eyeshadow palette and blush.

India – Nykaa

Nykaa is an Indian beauty and wellness brand that launched in 2012. The brand’s strong online presence has leveraged influencer marketing to expand its reach and increase sales. Nykaa has partnered with micro-influencers and celebrities to promote its products, particularly on Instagram and YouTube.

One of Nykaa’s most successful influencer campaigns was the launch of its matte lipstick range. The brand partnered with influencers such as Masoom Minawala, who created YouTube tutorials showcasing lipsticks and how to wear them. The campaign generated over 6 million views on YouTube and helped the brand establish itself as a leader in the Indian beauty market.

China – Perfect Diary

Perfect Diary is a Chinese beauty brand that launched in 2017. The brand has rapidly gained popularity in China due to its influencer marketing strategy. Perfect Diary has partnered with numerous Chinese influencers, particularly on the social media platform Weibo, to promote its products.

One of Perfect Diary’s most successful influencer campaigns was the launch of its “Dreaming Of Sea” eyeshadow palette. The brand partnered with influencers such as Becky Li, who created makeup tutorials using the palette on Weibo. The campaign generated over 200 million views and helped the brand become a major player in the Chinese beauty market.

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Diversity and Inclusion in Influencers

The landscape of beauty influencers is also becoming more diverse as many male beauty influencers are popping up on social media. Their content may range from advice on skincare, fashion tips, or personal videos featuring their daily activities and lifestyle. This new group of influencers is set to revolutionise the beauty industry further and provide greater inclusivity to an already diverse sector.

In conclusion, the impact of beauty influencers can be felt worldwide and shows no sign of slowing down anytime soon. Instagram is currently leading the pack in terms of the number of influencers and engagement rate, but with an influx of new platforms and styles of influencers emerging, there is no telling what the future of beauty influencers will bring.

No, the same beauty influencers are not always active on all social channels. For example, while they might have a thriving presence on YouTube, they might not have an active presence on Instagram or TikTok. It all depends on the influencer and what platforms they feel the most comfortable and effective on. Each influencer usually specialises in one or two platforms, often tailoring their content for that specific channel. They might focus on Instagram to showcase beauty products but specialise in Youtube for longer-form content, like tutorials. Additionally, some influencers are active on all platforms, creating different types of content on each. This approach can help build their presence across all channels, increasing success and visibility.

The impact of Beauty Influencers 

Beauty buyers seek products and services that best suit their preferences, needs, and values. That’s why beauty and personal care brands are now looking to beauty and wellness influencers to engage with potential buyers and promote their products and services.

Beauty and wellness influencers are highly engaged and passionate individuals with a large audience who share honest reviews and opinions on the latest beauty trends. They often receive incentives or gifts from brands in return for their content and have the power to make or break a product launch or sale.

By engaging with beauty influencers, beauty brands can promote their products to a wider and more specific audience, gain valuable feedback from buyers, increase product visibility, and establish buyer loyalty. Through the influencer’s content, brands can promote products to customers in an interactive, entertaining, and innovative way.

To ensure maximum benefit from influencer marketing, beauty brands need to clearly define the goals of their campaign, identify the influencers that are best suited to the goals and brands, establish and implement guidelines for engagement, provide the necessary support for influencers, track engagement data, and analyze campaign results.

In addition to their campaigns, beauty brands can also maximise their strategy by utilising influencer marketing software and creator management. With this software, brands can easily discover, track and engage influencers in their network. Additionally, they can measure and monitor the success of campaigns in real-time, assess their ROI, track payment schedules, and view detailed performance metrics.

By leveraging influencer marketing in their beauty marketing strategies, large and small beauty brands can gain loyal customers, generate brand awareness and create long-term engagement and relationships.

Crafting an influencer campaign for a beauty brand requires strategy and research to create an effective campaign that produces results. 

Tips to keep in mind when planning an influencer campaign.

Choose the Right Influencers.

Select influencers who align with the goals and mission of your beauty brand and have an audience that would be interested in what your beauty brand offers.

Utilise Existing Connections.

See if you already have a relationship with any influencers and use it to your advantage. Influencers that you already know can give you a better idea of what their followers like, how to approach them, and how to interact with them.

Set a Realistic Budget.

Knowing how much you can spend on your influencer campaign will help you create an achievable goal. Determine the most important part of the campaign, such as whether you want a certain number of impressions, engagement, or followers. Then adjust your budget to what makes the most sense for your goals.

Establish Metrics.

Establishing specific metrics to measure success is important to ensure you get a return on investment. Create KPIs focusing on the outcome you are trying to achieve, whether sales or awareness.

Analyze Performance.

Once your influencer campaign has concluded, it’s important to look at the results and determine what worked and what didn’t. Analyzing performance will help you adjust your future campaigns to achieve maximum success.

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With the proliferation of smartphones and tablets, it’s no surprise that more and more people are completing surveys on their mobile devices. But what does this mean for marketers, product managers, and market researchers? 

In this article, we’ll explore how mobile devices have changed the survey landscape and why it’s crucial to design mobile-friendly surveys. We’ll dive into the various question types, discuss their effectiveness on mobile devices, and provide best practices for designing surveys that work well on screens of all sizes.

But first, let’s take a step back and consider how mobile devices have changed our interaction with technology. These devices have revolutionised how we communicate, consume content, and engage with brands in just a few short years. People spend more time on their phones than ever before, and this trend will continue.

As marketers and researchers, we must keep up with these changes and adapt our strategies accordingly. By understanding the impact of mobile devices on survey responses, we can design surveys that are more engaging, more effective, and ultimately more valuable for our businesses. So let’s dive in and explore the exciting world of mobile surveys!

The Mobile Survey Landscape

The mobile survey landscape is constantly evolving, and staying up-to-date with the latest trends and statistics is essential. According to Statista, in 2023, the current number of smartphone users in the world today is 6.92 billion, meaning 86.29% of the world’s population owns a smartphone. This means that a large percentage of survey respondents are completing surveys on their mobile devices.

While mobile surveys offer many benefits, such as increased convenience and accessibility, they also present some unique challenges. One of the biggest challenges is the limited screen size of mobile devices. It’s crucial to design surveys that are optimised for smaller screens, with clear and concise questions and answer options.

In a survey by Google, 94% of respondents reported using their smartphones to take surveys.

Another challenge is user attention span. Mobile users often multitask and are easily distracted, so surveys must be engaging and easy to complete. If a survey takes too long or requires too much effort, respondents will likely abandon it before completing it.

Despite these challenges, mobile surveys can be highly effective when designed correctly. In fact, a study found that mobile surveys have a completion rate that is 10% higher than desktop surveys. Additionally, mobile surveys tend to have higher response rates and lower costs, making them an attractive option for brands.

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Understanding Question Types

Understanding the different types of survey questions is crucial to designing effective mobile surveys. Let’s closely examine some of the most common question types and how they work on mobile devices.

Open-ended questions allow respondents to provide their own answers and can be useful for collecting qualitative data. However, they can be more challenging to answer on a mobile device, as they often require more typing and can be harder to read on a smaller screen. In contrast, closed-ended questions provide a set of predefined answer options, such as yes or no, and are often easier to answer on a mobile device.

Multiple-choice questions are a popular closed-ended question type, where respondents are given a set of answer options to choose from. These can be effective on mobile devices if the options are clear and easy to read. However, if the options are too lengthy or complex, they may be difficult to read on a small screen.

Rating scales are another common question type, where respondents are asked to rate their level of agreement or satisfaction on a scale of 1 to 5 or 1 to 10. Rating scales can be effective on mobile devices if they are designed to fit the smaller screen size, and the rating options are clearly labelled and easy to select.

Research by Quirk’s Media found that surveys optimised for mobile devices are completed 30-40% faster than those optimised for desktops.

It’s worth noting that some question types, such as matrix questions or grid questions, can be challenging to answer on a mobile device. These types of questions require respondents to evaluate multiple items, which can be difficult to do on a smaller screen.

Best Practices for Mobile-Friendly Surveys

Designing surveys that are mobile-friendly is crucial to maximising completion rates and gathering accurate data. Here are some best practices for designing mobile-friendly surveys:

  1. Keep it concise: Mobile users have limited attention spans, so it’s essential to keep survey questions and answer options short and to the point. Avoid using long or complicated sentences, and consider breaking up longer questions into smaller, more manageable chunks.
  2. Use clear formatting: Use a clear and easy-to-read font, with a font size of at least 14 points, to ensure the text is readable on smaller screens. Use plenty of white space between questions and answer options to help respondents navigate the survey more easily.
  3. Optimise for different devices: Make sure your survey is optimised for different screen sizes and device types. Test your survey on different devices to ensure it looks and functions correctly on each one.
  4. Keep answer options consistent: Make sure that answer options are consistent throughout the survey. This will make it easier for respondents to understand the question and select the appropriate answer.
  5. Provide clear instructions: Provide clear and concise instructions at the beginning of the survey to help respondents understand how to complete the survey. Include instructions on navigating the survey and how long it is expected to take.
  6. Use skip logic: Skip logic allows respondents to skip questions that are not relevant to them, which can help to reduce survey fatigue and improve completion rates. However, ensure that skip logic is used sparingly, as it can add complexity to the survey.
  7. Test and iterate: Testing and iterating are essential parts of survey design. Test your survey on a small sample of respondents before launching it to a larger audience, and use their feedback to make improvements.
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Key Takeaways

Mobile devices have revolutionised how people interact with technology, including completing surveys. To maximise response rates and gather accurate data, it’s essential to design mobile-friendly surveys.

This means selecting the right question types and optimising surveys for different screen sizes and devices.

Key takeaways from this blog post include:

  • Mobile devices are an important platform for survey completion and should be taken into consideration when designing surveys.
  • Closed-ended questions, such as multiple-choice questions and rating scales, tend to work better on mobile devices than open-ended questions.
  • Mobile surveys should be concise, well-formatted, and optimised for different devices.
  • Best practices for mobile surveys include keeping answer options consistent, providing clear instructions, and testing and iterating.

Brands and researchers can create engaging, effective surveys that provide valuable insights into consumer behaviour and preferences by using a mobile-first approach and following these best practices.

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