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Brand Awareness Analysis: MOTO X
FINDINGS ARE BASED ON PUBLIC DATA SOURCES FOR TOP
PLAYERS IN MOBILE INDUSTRY
In view of the contemporary milieu of mobile market where
top brands are competing hard to engage with their
customers, how well did Moto X perform in last 3 weeks
This report is part
of a weekly study
done by
CrowdANALYTIX of
over 100 brands
across consumer
electronics, retail,
CPG, automotive
and High-Tech
2013 CrowdANALYTIX, Inc. All rights reserved. Reproduction or sharing of this content in any form without prior
written permission is strictly prohibited. To purchase reprints of this document, please [email protected]. Information is based on best available resources. Opinions reflect judgment at the
time and are subject to change.
From September 09, 2013 till September 30,2013
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Primer
90% of Americans are online and are
constantly raising their voices about
brands they love and hate. Not only dothey like Facebook pages of their favorite
brands, they also tweet about their
favorite TV shows. If analyzed right, digital
voices of consumers can help accurately
measure the impact of multi-channel
campaigns in real-time. This report
represents one such analysis.
By analyzing consumer voices of brands,
CrowdANALYTIX can help brands get an
understanding of:
1) the overall awareness of their brands;
2) the drivers of purchasing behavior; 3)
how they compare with their
competitors; and 4) how to accurately
attribute contribution of each offline and
online channel in driving brand awareness
This report looks at the consumer
decision journey across channels and
uncovers some startling truths aboutMoto X and its competitors in the way
their campaigns influence consumer
buying decisions.
The report also looks at the extent to
which product innovation messages by
Moto X are helping reinforce their
brand and how the effectiveness oftheir messages compares with their
competitors.
Finally, the report provides expert
views on why certain consumer
behavior was observed and possible
recommendations for Moto X to
improve its cross-channel strategy
going forward.
This report is one example of reports submitted by theCrowdANALYTIXs global community of data analysts
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Consumer Engagement Levels
Bond
Evangelize
Consider
Evaluate
ConsumerEngagementLevel
Experience
Consumer considers purchase based on user reviews,
friends recommendations, television ads, airport
banners, etc
Consumer evaluates the product by visiting retail stores,
watching product demos on you tube, etc
Consumer buys product, shares his early experiences
online, signs up for product update newsletter, talksabout his in-store experiences
Comments on blogs, talks about television ads;
comments on official facebook posts; retweets official
tweets
Writes blogs about products; eagerly awaits new productreleases; initiates content about your product that starts
getting viewed by several of his followers
IMPORTANT: the levels of engagement above do not necessarily represent a gradual
progression of all consumers. Some for example might never become evangelists of
your brand. Whats important is to know whether you are able to segment your
consumers based on the level of their engagement and if you have a strategy to driveawareness at each of the above levels
Level Definition
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Overall positioning of different players based on their level
of customer engagement and their ability to reinforce their
product innovation messaging
Key Observations
Samsung proved to have the
highest customer engagement;
as much as 6 times that ofLumia which had lowest
customer engagement score
HTCs campaigns around the
new metallic variant helped it
to scale high on customer
engagement
However, MotoXs Moto Maker
campaign provided boost to its
brand differentiation. Moto
Maker campaign contributed
~50% to its brandreinforcement
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Performance of Moto X in influencing consumers at
different levels of brand engagement
Brands are highly active in marketingthemselves and capture the mind share of
the customer. In this relentless pursuit to
become the most preferred brand, they
consume several methods to monitor the
ROI of their efforts.
The methods that are more prevalent than
others are primary research, focus groups,
digital media monitoring tools etc. All
these methods provide insights in bits and
pieces; however marketers today want a
comprehensive picture of their efforts.
To circumvent this issue, we haveanalyzed how the customers are
interacting with the brands at different
steps in their journey of pre-purchase
decision making and post-purchase
brand evangelism.
This sort of analysis is useful for
marketers because it clearly helpsthem understand those critical points
when they wowed their customers or
perhaps lost them to their
competitors.
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Consideration Score via Online events
Consideration Score via Offline events
How did Moto X do? - Influencing consumers toconsider their brand
Samsung influenced the customers via Online campaigns 30 times more as compared to MotoX
HTC influenced their customers through Offline campaigns; Moto X had only 1/3rd of HTCs impact
Of the total impact that Moto X had on their customer in terms of Brand Consideration, 88% came fromOffline campaigns
12%
88%
Campaign Types Impacting Consideration - MOTO X
Online OfflineMoto X
Lumia
HTC
Samsung
3x
Moto X
Lumia
HTC
Samsung
30x
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How did Moto X do? - Influencing consumers toevaluate their brand
Samsung influenced the customers via Online campaigns 20 times more as compared to MotoX
Moto Xs offline campaigns proved 12 times more influential than Lumia, which made least impact Most of MotoXs impact in terms of influencing prospective buyers to evaluate its products, came from
offline campaigns
2%
98%
Campaign Types Impacting Brand Evaluation - MOTO X
Online Offline
Evaluation Score via Online events
Evaluation Score via Offline events
Moto X
Lumia
HTC
Samsung
20x
Moto X
Lumia
HTC
Samsung
12x
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How did Moto X do? - Influencing consumers to sharetheir experiences
Samsung influenced the customers via Online campaigns 50 times more as compared to MotoX
HTCs offline campaigns proved 8 times more influential than Moto X
Of the total impact that Moto X had on their customer in terms of enhancing Brand Experience , 88% camefrom Offline camapigns
12%
88%
Campaign Types Impacting Brand Experience- MOTO X
Online Offline
Experience Score via Online events
Experience Score via Offline events
Moto X
Lumia
HTC
Samsung
50x
Moto X
Lumia
HTC
Samsung
8x
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Bonding Score via Online events
Bonding Score via Offline events
How did Moto X do? - Influencing consumers toenhance bonding with their brand
Samsung proved to be the front-runner in engaging customers through online campaigns and developing deeper
bond with their existing customers. Samsung made 150 times more impact than MotoX
HTCs offline campaigns proved 7 times more influential than Moto X in developing bonding with the customers
Of the total impact that Moto X had on their customer in terms of enhancing customer bonding, 94% came fromOffline camapigns
6%
94%
Campaign Types Impacting Customer bonding - MOTO X
Online Offline
Moto X
Lumia
HTC
Samsung
150x
Moto X
Lumia
HTC
Samsung
7x
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How did Moto X do? - Influencing consumers toevangelize their brand
Samsung used online campaigns to foster influential users to evangelize for the brand; their impact was 12 timesto that of Moto X via online campaigns
Moto Xs offline campaigns helped them nurture customers to evangelize for the brand; they were 5 times moreimpactful than Lumia (that had lowest impact via offline campaigns)
Moto X had the good mix of online and offline events in terms of
55%45%
Campaign Types Fostering Customer Evangelism - MOTO X
Online Offline
Evangelism Score via Online events
Evangelism Score via Offline events
12xMoto X
Lumia
HTC
Samsung
Moto X
Lumia
HTC
Samsung
5x
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Effectiveness of Campaigns in reinforcingtheir brand differentiation
Brands run multiple campaigns at thesame time trying to keep a mix of both
offline and online campaigns.
Campaigns have been progressively
transformed from being a broadcasting
tool to a decisive factor in establishing
long term relationship with consumers.
Billions of dollars are spent each year in
establishing the brand connect and the
expenditure is only going to increase.
Understandably, onus is on the marketers
to justify the value of the campaigns.
Keeping the customer engagementcycle in view, the effectiveness of the
campaigns will be analyzed.
The brands will come to know which of
the campaigns driven by them as well
as the competitors, had more clout
than the others.
h h h l f b d
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Campaigns that have the potential to reinforce brands
Product differentiation in the minds of consumers
Samsungs campaign of#GalaxyGear and HTCs
campaign of a new metallic
variant were observed to be
most impactful campaigns in
last three weeks.
4out of top
5campaigns
were offline; launch of a new
variant by HTC, launch of a
new feature by Samsung,
launch of new TV ad by
MotoX
Inference: Offline events are
observed to have strongestclout as far as mobile industry
is concerned
High Impact Medium Impact Low Impact
Online Campaign Offline Campaign
B ill i d d hi h i i fl d
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Better still, is to understand which campaign influenced
consumers at what step of their decision journey!
HTCs Metallic body campaign impacted the consumers across all the stages; from Consideration to Evangelism
Samsungs campaign around #GalaxyGear was most experiential of all the campaigns
Buyers of Moto X phone were most vocal about the brands Make With Moto and Lazy Phone campaigns
None of the campaigns could trigger consumers to Evaluate the products as a pre-purchase exercise
Online Campaign Offline Campaign
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Gather
Data
Explore
Create
Features
Analyze
Visualize
Voice of customer data (Online +Offline)
Product Reviews
Expert Opinions
Peer Opinions
Digested the data and segregated
it under specific campaigns
Ex: Voice of customer specific to
online and offline events
Defined customer engagement
cycle and defined features for
each step
Ex: Consideration, Evaluation etc.
Assigned weights to each feature based on the
inputs from subject matter experts on thecommunity
Aggregated the features into Scores as defined
and validated by our community of experts
Methodology
Represented the outcomes for
each brand
Depicted each brand on a
positioning landscape
Represented how eachcampaign performed
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Crowdsourced Consumer Insights
COMMUNITY PUBLIC DATA INSIGHTS
CrowdANALYTIX crowdsources consumer insights, competitor intelligence, market entry strategyand product launch strategy for global enterprises. Our global team of over 3200 analysts deep-
dive into a large pool of digital information to uncover these insights. Our clients benefit from
multiple independent data-analysis reports, ensuring that the interpretations dont get
inadvertently biased by the views of one analyst.
A typical project lasts three weeks and provide at least three independent interpretations.
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