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Digital Market Intelligence

When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. And they expect a consistent experience regardless of the channel or device they are using. 

GfK captures and analyzes connected consumers’ actual online behavior on smartphones, tablets and computers. We combine this with data from offline channels to assess which factors are most influential in triggering purchase decisions at every digital point of contact consumers have with your brands, products and services.

By evaluating the impact of online and offline advertising, brand interaction and engagement, the role of social media and people’s digital experience, we give you the power to influence the all-important path to purchase of your customers.

We help you design effective multi-device and channel communication strategies and optimize the online and mobile experiences that you deliver; so that you increase your competitive edge across all channels and devices.

Success Stories
  • Research improves digital campaigns

    Research improves digital campaigns

    01.12.2015

    Our research empowered Nokia to maximize the benefits of its digital channels.

    Now owned by Microsoft, Nokia is one of the top five handset vendors in Russia and dominates the Russian market for Windows-based smartphones.

    Situation

    With the launch of its flagship Lumia range, Nokia in Russia was eager to position itself as a leader in digital marketing. The company wanted to measure the impact of exposure to online product information on consumers’ purchasing decisions, including their choice of smartphone brand. 

    Approach

    We used our metering technology to track and capture every step of the purchase journey – from the moment consumers encountered Nokia’s product information online to when they made the purchase. We explored digital and offline touchpoint interactions through on-site surveys, which included weekly diaries.

    We also captured insights about Nokia’s digital advertising campaign by measuring consumers’ natural exposure to the campaign, as well as the impact of ad exposure on brand consideration and purchase.

    Outcome

    We found that consumers gave strong consideration to Nokia during the planning and research stages of a smartphone purchase. But at the purchase stage, many consumers bought a competitive smartphone instead.

    This suggested that the campaigns were not effectively communicating Lumia’s benefits. Nokia responded by refocusing its digital advertising channels and updating online product information to more clearly convey Lumia’s innovative features.

    Click here to download the success story.

  • How Facebook advertising works with traditional media

    How Facebook advertising works with traditional media

    30.10.2015

    GfK helps Facebook to understand and demonstrate the impact of a multimedia advertising campaign.

    Founded in 2004, and with over 860 million people using the social networking site every day, Facebook has grown into a major above-the-line advertising medium.

    Situation

    Facebook’s client, Mercedes-Benz, was launching its new GLA model in the UK, Germany, Italy, Spain and France. To ensure the success of the campaign, Facebook and its client needed to determine:

    • which media, used together with Facebook, provide the best combined results
    • which KPIs would be most affected by Facebook advertising
    • what role frequency plays in multimedia campaigns that include the social channel

    Approach

    • We used our cookie and tag sampling solution – GfK Exposure Effects – to track which consumers were exposed to which advertisements, and how frequently
    • Opportunity To See analytics allowed us to establish who was exposed to offline media, irrespective of whether they recalled seeing the advertisements
    • The data put us in a strong position to investigate the effect of Facebook as an above-the-line (ATL) advertising medium

    Outcome

    • Facebook could, for the first time, talk to Mercedes-Benz about the synergistic effects of using the channel in conjunction with offline media
    • Mercedes-Benz benefited from insights to guide future campaign planning
    • Facebook could help Mercedes-Benz optimize its media strategy and scheduling for each market, positioning Facebook as an expert in multimedia ATL advertising.

    Click here to download the success story.

  • Inspiring new ideas for marketing food to Swedish families

    Inspiring new ideas for marketing food to Swedish families

    16.09.2015

    Online communities offer a powerful and scalable way to get deep insight into consumer behavior. A pioneering online community study uncovers how Swedish families shop for, prepare and share evening meals.

    Our clients comprise a leading grocery retailer in Sweden and one of the country’s largest producers of dairy products.

    Situation

    A leading Swedish grocery retailer and a large dairy products producer wanted to understand Swedish families’ mealtime planning, buying and cooking behavior.

    Approach

    We launched Family Dinners as a syndicated project on our online community platform called GfK Opinion Planet.
    During the four-week study, 90 participating families made 4,200 posts on 20 topics, providing a wealth of facts, opinions, images and films. The participants could communicate and respond to questions in their natural home and working environments. The sense of community allowed us to communicate with our participants over a long period of time in a cost-effective and engaging manner.

    Outcome

    Using an online community allowed us to communicate cost-effectively with participants over an extended period. We gained deep insight into their needs, desires and activities regarding all aspects of the family dinner. The study also yielded new ideas for consumer marketing projects and confirmation that existing projects are on the right track.
    The project showed that GfK Opinion Planet’s syndicated approach provides the benefits of online market research communities to companies that are not able or ready to invest in building their own platforms.

    Click here to download the success story.

  • Social media: Separating customer sentiment from the noise

    Social media: Separating customer sentiment from the noise

    14.09.2015

    The GfK Social Media Intelligence solution helped our client to understand customer sentiment about a new car model, allowing it to sharpen its marketing approach.

    Our client is a major car manufacturer with a strong presence in India.

    Situation

    The Internet – including social media – plays a major role in influencing car purchase decisions among India’s 120 million-plus Internet users. This Indian automotive manufacturer wanted to monitor and measure social media sentiment about a new car model so that it could improve its marketing effectiveness.

    Approach

    We used our Social Media Intelligence (SMI) solution over five months to monitor and analyze social media conversations about the new car. Our approach combined automated tools with human insight to ensure accurate interpretation of social media content.
    “Human coding” – using skilled people to clean and categorize social data – enabled us to derive real insight from the data and posts we collected.

    Outcome

    The data we gathered and the analysis we conducted allowed us to map trends and sentiment about the new car into a clear understanding of the model’s online reputation. We cut through the noise of the social web to provide our client with actionable insights. From these insights we provided various recommendations, which included a focus on using the right channels to communicate to different audiences (users and influencers, for example) with appropriate messaging.

    Click here to download the success story.

Latest insights

Here you can find the latest insights for Digital Marketing Intelligence. View all insights

    • 08/04/16
    • Digital Market Intelligence
    • Connected Consumer
    • Singapore
    • English

    Understand the habits of connected consumers in Asia Pacific

    Mobile internet access is increasingly becoming not just the first option, but also the preferred way for a large proportion of the online population across Asia Pacific to get connected. In fact, accessing the internet via the smartphone has become a daily activity for over 80 percent of some of the region‘s connected population. What are their media habits and what do they do on their smartphones? How are they engaging their favourite brands online?
    • 08/03/16
    • Technology
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Connected Consumer
    • Singapore
    • English

    The Connected Consumer

    Consumers are more connected than ever before. The explosion of the internet and proliferation of digital technologies have raised connectivity to a whole new level. Today's savvy consumers are no longer content with the traditional relationship they have with the brands they consume. Faced with a constantly evolving retail, technology and digital landscape, it is imperative that brand marketers and advertisers master the art of thriving and surviving in a new world where the lines between the physical and digital self are vanishing.  
    • 08/03/16
    • Technology
    • Digital Market Intelligence
    • Connected Consumer
    • Singapore
    • English

    The Changing Technology World | Singapore - Connected Consumer 2016

    Growth of mobiles, wearable's and IOT are changing the face of tech and how people with and interact with the world of tomorrow. Besides mobile, newer technologies like VR/AR and smart homes will impact how brands connect with tomorrows customers. 
    • 08/03/16
    • Media and Entertainment
    • Technology
    • Digital Market Intelligence
    • Connected Consumer
    • Singapore
    • English

    Connected Journeys in a Digital World | Singapore - Connected Consumer 2016

    Digitisation and mobile connectivity are altering the retail landscape by changing the way consumers research, shop and even pay for products. Mobile is changing this path to purchase  in ways never seen before and brands need to be with the customers at the right moments and influence their think at every point on this journey.
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