Journal of Marketing Webinar Series: New insights on important topics published in JM

Date: August 2, 2018

Time: 1:00 PM – 2:00 PM (Eastern)

Featured Topics:

Optimizing Video Content for Views and Sales
In-Store Mobile Phone Use and Customer Shopping Behavior

For details and registration information, visit http://bit.ly/2mnPUdW

Preview:

Optimizing Video Content for Views and Sales: An article published in the Journal of Marketing reports on a breakthrough analytics-based methodology to help marketers edit trailers for online movies, sitcoms, video games, and more for desired emotional impact to drive content viewing and sales. The team, which includes a researcher from Netflix, analyzed viewers as they watched comedy movie trailers, using facial-tracking software to measure emotional response and determine their intent to watch the movies they were shown. The data was used to calibrate a model that explains viewing preferences based on trailer audio-visual scene sequences. The team also collected publicly-available data to validate scene structure and correlate it with emotional response, intent to watch, and box office sales. For clips with sound, viewing intention increases translated into a 4.8% increase in box-office revenue. For the best silent clips, the average predicted watching intent translated into a 2.45% box-office boost. The researchers then applied the model to optimize the production of short clips for digital channels which were tested in field experiments and online with Netflix users. Results indicate that the new methodology provides more accurate results than the currently used heuristic approach for producing clips. It can be applied to all genres and automated, making it scalable and usable by aggregators of all sizes.

In-Store Mobile Phone Use and Customer Shopping Behavior: Retail shoppers are mobile device users. Customers use their mobile phones in stores to research items, read reviews and recommendations, and bargain shop. In response, retailers offer mobile apps, digital coupons, and real-time, location-based offers to complement traditional product placements and advertising. However, they worry distracted customers will spend less – or not buy at all – if they find better offers online or get too overwhelmed by information. Because grocery shopping is such a frequent touchpoint in customers’ lives, a multi-university research team sought to analyze the impact of mobile phone use on in-store behavior. There have been various studies of the impact of mobile marketing, but this study is the first to examine how customers’ general in-store mobile activity, such as talking, texting, or e-mailing, affects in-store behavior and total spending. In an article published in the Journal of Marketing, the team reports on its findings from two large-scale, eye-tracking field studies with 411 participants across six stores, which were complemented by questionnaire data and sales figures. Distracted mobile phone users spend more time, not less, in stores when they use their phones for general tasks. They also wander aisles in unexpected patterns, examining more products and price tags. All of these behaviors lead to higher sales, as evidenced by shopping receipts.

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