The use of mobile devices in Canada has surpassed all projections, transforming the way businesses communicate with consumers. To remain at the forefront of these changes, Mediative, in partnership with HEC Montréal, SAP, and Avatar EEG Solutions Inc, has launched a research program on the antecedents and consequences surrounding the use of mobile devices for companies looking to attract customers on these platforms. This program, which will gather data over the next three years, will allow the industry and academic institutions to conduct cutting-edge research to contribute to information systems and marketing theory. Furthermore, this study will help partner organizations optimize their techniques, methods, and strategies for mobile devices.
“The world of mobile devices is constantly changing, and businesses wishing to capitalize on these platforms to sell their products and services need a better understanding of how people use them,” explains Mohamed Kahlain, Vice President, Products and Marketing, at Mediative, a division of Yellow Pages Group specializing in digital marketing research. “Our partnership with HEC Montréal will complement our current research while actively encouraging innovation in digital marketing.”
Mediative’s involvement in this multi-method research program on the use of mobile devices and its antecedents and consequences will be funded and led by the company’s digital marketing experts.
“This research program, funded by the Social Sciences and Humanities Research Council, positions HEC Montréal and its laboratory, Tech3Lab, at the forefront of knowledge in the use of mobile devices . We’re delighted to be benefiting from Mediative’s expertise in mobile marketing for businesses,” said Sylvain Sénécal, Professor of Marketing at HEC Montréal. The research program began in January 2013 and will result in a series of reports on the world of mobile devices over a three-year period.
Last February, Mediative published a study on the various facets of online display advertising and its best practices in order to get a better understanding of the real value of this form of advertising and improve its performance in terms of both brand awareness and response rate. Mediative worked with HEC Montreal’s RBC Financial Group Ecommerce Chair to review the academic and managerial literature on the subject.