Blog - (Archived)

Case Study: Knowing Where To Put Your Media Spend

October 27, 2016

In every study we do that asked what types of content federal decision-makers trust, thought leadership makes the top of the list. Early results from the 8th Annual Federal Media and Marketing Study (FMMS) are no exception: White papers from professional organizations and research firms rank in top 10 of trustworthy content. However, to realize the benefits of thought leadership content, these pieces need to reach the right audience. How can you know where your audience is? One of our clients recently tasked us with finding that out. The client was launching a new division and wanted to know two things: What ... Read more

Meet Dr. Rosita Thomas, Our Newest Researcher

October 25, 2016

We are happy to announce that Dr. Rosita Thomas has joined the Market Connections research team. Rosita received her Ph.D. in political science, with an emphasis on American government and public policy, from Yale University in 1987. She also did post-graduate work at Harvard’s JFK School of Government. She received her B.A. from Duke University. Throughout her career, she has become equally skilled in qualitative and quantitative research. As project lead, she often takes quantitative projects from research-question development to questionnaire design to analysis. Her resume includes being a senior research associate at AARP, having managed large-scale qualitative and quantitative studies; ... Read more

Is There a Right Time To Engage With Your Customers?

October 20, 2016

Federal marketers have a good handle on where to reach their customers and what to give them. But if you want them to actively engage federal customers with your content (or have them even see it), what is the best time to send it? There has been much debate about that, but at Market Connections we prefer to see what the data says. The 2016 Government Mobility Pulse PollTM gives some insight into that. The study shows that federal decision-makers are spending more time than ever accessing content at all hours of the day and night. For example, 57 percent access social media ... Read more

Top Innovator Lockheed Martin Inspires a Generation To Dream of Visiting Mars

October 19, 2016

Recently, McCann New York and Lockheed Martin won the Grand Clio Award for Digital/Mobile at the 2016 CLIO Awards for the video “The Field Trip to Mars.” This is no small accomplishment. Congratulations to the entire creative team. What we like about this entire project is not just that the video is well done and that the project it showcases is inspiring, but that this video does a stellar job of clearly communicating Lockheed Martin’s innovative technology. Lockheed Martin is known for investing in science, technology, engineering and math (STEM) programs in schools. The company understands the value of giving the next ... Read more

Study Shows Federal Decision-Makers Use Multiple Channels for Information

October 13, 2016

Government decision-makers are accessing information through an increasingly complex mixture of print, digital, mobile and social media, according to the findings from the 2015 Federal Media and Marketing StudyTM. Early results from the 2016 study show that trend is continuing. A peek at the early 2016 results shows federal decision-makers spend more than 15 minutes accessing content via a mix of channels: 54 percent, news content online 28 percent, news content in print 48 percent, traditional AM/FM radio 16 percent, online radio This means you have multiple options for reaching your audience. Which channel is best? That depends on exactly whom you are trying to reach ... Read more

Winning Contractor: General Dynamics Wins $430 Million Contract from U.S. Census Bureau

October 11, 2016

America gets only one chance every 10 years to count the entire U.S. population, and that count determines such things as the number of seats each state has in the U.S. House of Representatives and how to distribute billions of dollars in federal funds to local communities. To say the Decennial Census is important is a wild understatement. According to the U.S. Census Bureau, the 2020 Decennial Census will require counting an increasingly diverse and growing population of around 330 million people in more than 140 million housing units. To get an accurate count, the Census Bureau must build an accurate ... Read more

A Strong Mobile Strategy Is Key for Reaching Federal Decision-Makers

October 5, 2016

It is almost time for the annual reveal of the Market Connections Federal Marketing & Media Study results. While analyzing the results of this year’s study, we looked back at what came out of the 7th Annual Federal Marketing & Media Study last fall. One of the key findings was that federal marketers must have a strong mobile strategy. A preliminary look at the results for this year indicates a strong mobile strategy is still a top priority for federal contractors. Given that mobile strategy will continue to be a priority, here is a review of advice from a panel of ... Read more

Q&A: IDentrix CEO Raj Ananthanpillai on How Contractors Can Prepare for the Insider Threat Monitoring Rule

October 3, 2016

Malicious insiders are a top security threat for federal agencies — events demonstrated with Edward Snowden’s release of government secrets and the U.S. Navy Yard shooting (in which 12 people were killed). In both incidents, and many more, the malicious actors held security clearances. Yet those who monitored cleared personnel were not aware of changes in their life circumstances that could have alerted authorities to the potential threat they posed. As the clearance process works, each person holding a security clearance must be re-vetted every five or 10 years (depending on the level of the clearance). However, within that time period, ... Read more

How Mobile App Usability Relates to Customer Satisfaction

September 29, 2016

Sometimes, interactions customers have with your company outside the contract work still impact their satisfaction with your company. In our post earlier in the week, we discussed customer experience. A piece of customer experience is mobility: website and mobile app usability. Why is that important? Market Connections recently conducted a PulsePollTM on mobile device usage. That study finds that the majority of federal decision makers use their mobile devices to access websites, and to perform other tasks. That means your website must not only be user friendly, but also be mobile friendly. What is usability and how does it relate to customer satisfaction? Usability is customer ... Read more

How To Improve Your Customer’s Experience — and Satisfaction

September 27, 2016

Customers can be satisfied, even when you aren’t meeting all their needs. Customer satisfaction research is important for measuring a specific contract. But customer experience research is how you assess whether you are meeting real customer needs. On the surface, customer satisfaction and customer experience seem the same. But customer satisfaction is really a piece of customer experience, which is measuring a particular experience at a specific time, and after the fact. Customer experience is broader than that in that it measures a collection of things that influence the customer, such as brand perception, user experience, perceived value and satisfaction. Customer ... Read more


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