netrashetty
Netra Shetty
Ball Corporation (NYSE: BLL), originally Ball Brothers Glass Manufacturing Company, is an American company famous for producing glass canning jars. Founded in 1880, it is currently headquartered in Broomfield, Colorado. The company has expanded into other areas such as avionics, space systems, metal beverage and food containers, aerosol containers and plastic containers.
Deciding to expand into new markets is easy. It’s deciding how to get there successfully that can be problematic. One of the world’s largest providers of IT services was ready to strengthen its presence among small and medium businesses, but needed to understand how the needs of those businesses differed from those of the larger corporations with which the IT provider was more closely identified. Which communication channels would be most effective? What mix of base features would the markets prefer? What portfolio of services would encourage small and medium businesses to reconsider how they were currently addressing their IT needs? Which delivery models would provide the greatest value - both real and perceived - to customers?
The answers to those and a host of other questions would be critical to success in launching a suite of services in a highly competitive market, and the IT provider enlisted the help of our firm, Behavioral Insights, in answering them. The research team recognized that the real measure of value for the IT firm’s research investment would be not only the quality of the information collected but also how well the information was used across the organization to achieve desired outcomes.
Acceptance and utilization
One challenge that sometimes arises in doing international studies with large corporations is that of facilitating the acceptance and utilization of results between corporate headquarters and local client teams in diverse cultures. With that in mind, the team used a collaborative approach that often helps organizations to strengthen teamwork and productivity. In essence this process sought input and feedback from local as well as corporate representatives of the IT firm throughout the entire research process. The approach was the research team’s solution to ensuring that local markets accepted and integrated the eventual findings.
Behavioral Insights conducted 456 in-depth, face-to-face interviews, targeting a hard-to-reach but important audience of CEOs, CFOs, IT executives and business executives across eight countries. The markets included New York, San Francisco, Toronto, London, Munich, Berlin, Milan, Singapore , Tokyo and Sydney .
In keeping with the strategic plan for global acceptance of the research results, local staff were included at every step, from formulating questions and discussion guides to assessing responses. Bridging the gap between corporate staff and local managers not only increased internal communication and knowledge but also was important in eliminating the U.S.-centered approach that too often results when U.S.-based companies commission important international research.
Local teams, who ultimately are responsible for implementing the actions that grow out of the research findings, add essential cultural and market-specific perspectives that are available only through those who are intimately familiar with them. The IT company was careful, however, to pull together people who could make decisions without additional approval, and who would raise important considerations without being sidetracked by less valuable conversations.
Additionally, the collaborative effort increases buy-in of the research across the organization, and decreases the likelihood that local teams will claim global research doesn’t fit their markets. Instead, collaboration leads to actionable results that the entire organization can use to meet corporate requirements without sacrificing essential cultural nuances.
Standard banner clickthrough rates across the web are notoriously low. But adding visual interest to display ads can help improve rates, according to a March 2011 report from MediaMind (formerly Eyeblaster).
The digital advertising firm found that adding rich media and video to a brand’s online marketing arsenal can significantly boost campaign performance.
According to the study, internet users dwelled for more than 1 second on 426 of every 10,000 financial services impressions that were served between November 2009 and October 2010.
Of every 10,000 impressions, 92 were interacted with, nine were clicked on and about 16 resulted in conversion.
The fact that relatively few internet users click on financial services ads emphasizes the importance of engaging consumers beyond the critical first impression.
MediaMind found that rich media executions not only encourage interaction with brand messaging, but also increase clickthrough rates by 300% for financial services as compared with standard banners.
Adding video to rich media executions further enhances financial services ad performance, the study found. Clickthrough rates increased 302% for rich media ads with video vs. rich media ads without video.
MediaMind concluded that this is because moving images grab viewers’ attention, enable advertisers to tell their brands’ stories and convey essential details that further entice consumers to seek additional information.
The study also found that financial services ads perform well when placed in context with other types of content.
Deciding to expand into new markets is easy. It’s deciding how to get there successfully that can be problematic. One of the world’s largest providers of IT services was ready to strengthen its presence among small and medium businesses, but needed to understand how the needs of those businesses differed from those of the larger corporations with which the IT provider was more closely identified. Which communication channels would be most effective? What mix of base features would the markets prefer? What portfolio of services would encourage small and medium businesses to reconsider how they were currently addressing their IT needs? Which delivery models would provide the greatest value - both real and perceived - to customers?
The answers to those and a host of other questions would be critical to success in launching a suite of services in a highly competitive market, and the IT provider enlisted the help of our firm, Behavioral Insights, in answering them. The research team recognized that the real measure of value for the IT firm’s research investment would be not only the quality of the information collected but also how well the information was used across the organization to achieve desired outcomes.
Acceptance and utilization
One challenge that sometimes arises in doing international studies with large corporations is that of facilitating the acceptance and utilization of results between corporate headquarters and local client teams in diverse cultures. With that in mind, the team used a collaborative approach that often helps organizations to strengthen teamwork and productivity. In essence this process sought input and feedback from local as well as corporate representatives of the IT firm throughout the entire research process. The approach was the research team’s solution to ensuring that local markets accepted and integrated the eventual findings.
Behavioral Insights conducted 456 in-depth, face-to-face interviews, targeting a hard-to-reach but important audience of CEOs, CFOs, IT executives and business executives across eight countries. The markets included New York, San Francisco, Toronto, London, Munich, Berlin, Milan, Singapore , Tokyo and Sydney .
In keeping with the strategic plan for global acceptance of the research results, local staff were included at every step, from formulating questions and discussion guides to assessing responses. Bridging the gap between corporate staff and local managers not only increased internal communication and knowledge but also was important in eliminating the U.S.-centered approach that too often results when U.S.-based companies commission important international research.
Local teams, who ultimately are responsible for implementing the actions that grow out of the research findings, add essential cultural and market-specific perspectives that are available only through those who are intimately familiar with them. The IT company was careful, however, to pull together people who could make decisions without additional approval, and who would raise important considerations without being sidetracked by less valuable conversations.
Additionally, the collaborative effort increases buy-in of the research across the organization, and decreases the likelihood that local teams will claim global research doesn’t fit their markets. Instead, collaboration leads to actionable results that the entire organization can use to meet corporate requirements without sacrificing essential cultural nuances.
Standard banner clickthrough rates across the web are notoriously low. But adding visual interest to display ads can help improve rates, according to a March 2011 report from MediaMind (formerly Eyeblaster).
The digital advertising firm found that adding rich media and video to a brand’s online marketing arsenal can significantly boost campaign performance.
According to the study, internet users dwelled for more than 1 second on 426 of every 10,000 financial services impressions that were served between November 2009 and October 2010.
Of every 10,000 impressions, 92 were interacted with, nine were clicked on and about 16 resulted in conversion.
The fact that relatively few internet users click on financial services ads emphasizes the importance of engaging consumers beyond the critical first impression.
MediaMind found that rich media executions not only encourage interaction with brand messaging, but also increase clickthrough rates by 300% for financial services as compared with standard banners.
Adding video to rich media executions further enhances financial services ad performance, the study found. Clickthrough rates increased 302% for rich media ads with video vs. rich media ads without video.
MediaMind concluded that this is because moving images grab viewers’ attention, enable advertisers to tell their brands’ stories and convey essential details that further entice consumers to seek additional information.
The study also found that financial services ads perform well when placed in context with other types of content.
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