Case Studies & White Papers
Mediative’s white papers and case studies can help you keep track of the fast-changing digital marketing landscape. Learn about the latest research and insights from the thought leaders at Mediative.
Building Business Online
Most businesses look at their website as a lead generation tool, but the potential is much greater than that. The vendor website is consistently the most influential factor for buyers in B2B purchases. It can support the buyer through a long and complex sale, effectively getting the right information to different members of the buying team at the right times.
Digital Natives and Digital Immigrants
Digital Natives (usually 30 and under) are those of us who have grown up immersed in technology, Digital Immigrants have adopted technology at a later date, but were not developmentally immersed in it. Experientially, there are significant differences between the two groups in the ways we look at life, work and ourselves.
Integrated Persuasion Online and Offline
In this second paper of the BuyerSphere series, we look at the power of face-to-face when businesses sell to other businesses. As a company engages with prospects, there are numerous ways to leverage online marketing, digital correspondence, and face-to-face meetings. Some parts of the process are much more effective in person, while others aren't.
Leveraging Your Online Touch Points
In this third paper of the BuyerSphere series, Gord Hotchkiss explores how companies can support the process of persuasion, building trust and eliminating risk online. What little divide that exists between our online and offline worlds is rapidly melting away. Increasingly, the first place we turn for information is online. Previously we accepted the fact that we couldn't know everything, that every piece of information wasn't accessible to us. But today, theoretically, it is. It's just a keyword search away.
Mapping The Buyersphere
When businesses buy, risk - and the subjective human evaluation of risk - complicates the marketer's buying funnel model. Findings from a new comprehensive study on B2B buying by Enquiro show a difference in vantage points between buyers and their drive to eliminate risk, and vendors who assume a rational buying process. The research identifies a common "risk gap" that will depend on a number of factors, including a vendor's physical presence in the market, the number of people involved in the buying organization, and a product's recognized differentiation.
The Rise of the Digital Native
This white paper discusses the foundations of the Digital Native/Digital Immigrant divide through the work of Marc Prensky and Dr. Gary Small as well as others. Mediative supports this theory by introducing research that suggests a very interesting difference in behavior between those under the age of 30 and those over 30.
Eye Tracking and Click Mapping Google Places
We have done a lot of research over the years, using eye tracking technology, remote surveys, click mapping and face-to-face in- terviews to examine how people interact with web pages. One of our earliest research publications, in which we described Google’s “Golden Triangle”, still gets a lot of attention today.
A Realistic View on Mobile Advertising in Canada
Despite over 20M people owning a cellphone in Canada, when it comes to the potential for mobile display advertising and search there are only 5.2M people in Canada who actively use their Smartphone for browsing and apps (comScore Mobilens, June 2011). This gives some indication of why mobile advertising is not growing as fast as the mobile industry in general, despite the enormous potential.
Google Places on the iPhone: How to Win More Mobile Clicks
Part Two of our Google Places Research focuses on the mobile app for the iPhone where we identified how users interacted and what it means for businesses and local search.
A Glimpse into the Online Behaviours of Women
This study shows that factors such as culture, age and particularly gender affect online purchasing behaviour: what was once assumed about women is rapidly shifting. However, their purchasing power continues to be overlooked by marketers.
Simplifying the Path to Purchase in a Complex Sale
Your customer is on a journey from identifying a need to purchasing a solution. The path the customer takes to the end purchase will depend on the complexity of the purchase and the need for more information.
The Brand Lift of Paid Search featuring Walmart
More and more, companies are realizing the importance of creating a strong online presence not only in the organic search results but also in the paid advertisements that appear alongside those results. The measurability of pay-per-click ads enable marketers to monitor the traffic generated by the listings, and the performance of their online advertising campaigns. However, paid search isn’t just about driving additional traffic to a website. It can also have significant effects on branding metrics such as brand affinity and recall, message recall, and purchase intent.
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