Yesterday, I mentioned NBC choosing SinglePoint as its SMS marketing provider to power alerts and news for its on-going Olympics coverage. Today, the announcement was made that NBC has yet again chosen a mobile marketing firm to handle feedback and market research for its mobile WAP Olympics site.
MobileVerbs was chosen primarily because of its “Situational Relevance Engine” that allows marketers to precisely target their campaigns to wireless users’ current context, as well as provide all analytics and campaign performance results in real-time, which is what NBC was after for feedback on its Olympics WAP site (wap.nbcolympics.com)
“MobileVerbs delivered a sleek survey platform tailored to the look and feel of the NBC Olympics mobile site,” says Stephanie Fried, Director of Digital Primary Research at NBC Universal, “and we are very impressed with how this wireless research campaign was deployed with very little lead-time.”
Visitors to the WAP site can click on a banner link to participate in currently active polls or surveys from their cell phones. The survey results and visitor feedback is available to NBC’s research team in real-time in a hosted dashboard. NBC had already seen an overwhelming response to its “mobile coverage” of the Olympics, so it was only natural that they’d want to see what the end-user really think to better position themselves for next time.
My only reservation, is whether or not users will actually participate in the polls and surveys. Users go to the WAP site to get quick information and updates on the day’s events and results, not to answer questions about the WAP site itself. I guess any responses it receives is still worth while, but the press release made no mention of how users are directed to the surveys and polls, other than through clicking on banners.