Umass Dartmouth Center for Marketing Research Blog

Real Time Marketing and Large Scale Events

Real Time Marketing is defined as marketing that is based on up to date events. Instead of creating a marketing plan in advance and executing it according to a fixed schedule, real time marketing is creating a strategy focused on current, relevant trends and immediate feedback from customers. states that such strategy occurs when a popular trend or a large-scale event happening around the world, and a brand joins the conversation then pushes it forward. Caution! “Trolling” and “jumping on the bandwagon” for every notable trend will not be effective in any way, shape, or form. In this case it’s a good idea to zero in on aspects that differ from the norm. provides three tips on how to be influential in real time marketing and they are as follows. First, you must have an active base of followers. Your content needs to be received regularly so having followers that are active and engaging is crucial. Second, do not put much effort into being first. Sure, the earliest tweet may initiate that momentum but it doesn’t always attract the most attention. The initial Facebook post may not stay at the top of the last. The third tip is to be cautious. Social media marketing is not always performed properly and they’re never a guarantee when it comes to a successful campaign. Having a backup plan or other options to explore ready is a good idea.

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Pay for YouTube? What?!

In the 10 year history of Google’s video sharing website YouTube, it has always been free of charge to call yourself a user. Would you be willing to pay for a new service provided by the company? Well, needless to say YouTube hopes your answer is “yes”. The concept of this soon to be launched streaming service is by no means a new idea. About a year ago the concept was first drafted up but no much hype was placed around it due to the lack of an official timeline. However, content owners who share revenue with the site were recently notified they were required to agree to new specifications or their material would no longer be made publicly available. The timeline provided by Google called for an October launch date, but that has since been surprised; it’s widely expected to be delayed into 2016.

Surely you must be curious what services YouTube plans to offer that warrant a price tag. We at the Center for Marketing Research have half of that information for you, and the other half…we are just as curious as you. Reportedly, YouTube plans to bundle multiple services into one. The only confirmed portion of the new offering is an updated version of its music service, which launched last fall. A rumored service to be offered is using the site without the disruption of ads and commercials. That will definitely turn some heads, however a $10 rumored price tag may also have the same effect.

We want to here from you! Tell us with you think! For more information, visit the link below.

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New Study!

Fortune Magazine annually compiles a list of America’s largest corporations, aptly named the “Fortune 500” (F500) given their size and wealth. Due to the hugely influential role that these companies play in the business world, studying their adoption and use of social media tools offers important insights into the future of commerce. These corporations provide a look at emergent social media trends among America’s most successful companies.

Each May-June the list of the top 500 corporations is released in a special issue of Fortune Magazine. The F500 list includes publicly and privately held companies for which revenues are publicly available. For more information on the methodology used to select the F500 corporations, please visit

In 2008, the University of Massachusetts Dartmouth Center for Marketing Research released one of the first studies on social media adoption among the F500 and has repeated that study every year since. Initially only focusing on the use of blogs, the study has been expanded over the years to include the use of Twitter and Facebook, two popular mainstays in social media, as well as other popular social media platforms and tools (Google+, Instagram, YouTube, Pinterest and Foursquare), business networking platforms (LinkedIn and Glassdoor) as well as indicators of engagement such as the number of Twitter followers and Facebook “likes”.

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Google Improving It’s Marketing Skills!!

According to Google, mobile devices that customers rook along with them on shopping trips were responsible for slightly less than 1 TRILLION dollars of in-store sales. In other words, a whopping 28% of in-store sales were made with the influence of a smart device. To us here at the UMass Dartmouth Center for Marketing Research, these facts are music to our ears. It goes to show how much advancement has been achieved and the level of importance in regards to smart phones and model devices.

Below are the new features added as part of the revamp

  • “I-Want-to-Know” ~ This feature provides immediate answers to questions that users may have regarding name brands, pricing, discounting, local, etc. Many users quickly swipe trough ads as they shop. The feature gently expands the ad section of the screen when you touch it thereby detailing further information on your products. It will be available in the coming months on all platforms.
  • “I-Want-to-Go” ~ Time is of the essence, and a quarter of shoppers state the will stay away from stores simply to avoid wasting their time or they don’t have any time at all. Soon this feature will help users pinpoint where their desired item is and even directions on how to get there.
  • “I-Want-to-Buy” ~ User engagement is the key. Hence this idea was conceived. This feature makes for a fast, simple, and pleasant experience while purchasing a product directly in the web browser. Users should view this as a hybrid consisting of a regular website and mobile app. A select group of retailers have paired up with Google.

Tell us what you think!! Information was gathered from the link below and you can visit the page for further information.

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Good Twitter News!!

Often times, the original purpose of Twitter is debatable among your peers. Some argue that it was conceived as a platform to give short and fast updates to your friends. While others counter that it was built to give frequent bursts of artifacts about your daily activities, especially travel. Several other “theories” and “hypotheses” exist among users. We at the Center for Marketing Research do not have to inform you that people have used it improperly by tweeting enough content to fill a personal journal.

All reasoning, intentions, and actual usage aside…initially one should be surprised that Twitter even has a private chat room, Direct Message (DM for short). Up until very recently users were limited to 140 characters to match the good ole’ Twitter spirit of small statement batches. Now, however, the restriction has been lifted!! The new update sees users with *10,000* character spaces at their disposal. This has been a very welcome and popular update, although some users are a but uneasy. The future will tell if Twitter made friendly communication easier or if cyber harassment more common. Readers, please enjoy your accounts! Use them nicely!

Give us your feedback and

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Facebook Watches All Your Videos!

Here at the Center for Marketing research we are sure that by now you’ve noticed your Facebook news feed has been tailored to your reflect your needs and interests. No, that is not a constantly reoccurring coincidence or stroke of luck. Facebook has gone to great lengths to make it’s advertising and information sharing more relevant to its users and its effectiveness is definitive. Now the company has decided to increase said effectiveness by taking new measures!

So exactly how does Facebook watch each video that ALL its users watch? In all reality it does not but what it really does is record the data of videos you’ve watched. It keeps track of what you watched and how long you watched it. The more videos you watch, the higher videos will appear on your newsfeed. And of course, they will be videos with content that fits into your lifestyle. This is a great improvement because users have said they have seen videos in the past, but never felt inclined to engage themselves. This new protocol has lead to more viewing, commenting, and sharing which has delivered more information to users around the world.

Want to know more on this new Facebook protocol? Check out here at

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Spam Volume Plunges

We all know and have come to not love but DISLIKE the spam aspect of email and online communication. Anyone who is old enough to remember using beloved would understand the daily annoyance of logging in, hearing the charming “you’ve got mail”, then noticing you have spam to delete. Chances are you’ve also had to browse through the spam folder to be sure nothing important was deemed spam. Well, there’s good news! For the first time since 2003, spam accounts for less than 50% of all emails.

Security firm Symantec reports that the percentage has fallen 1.8% to a total of 49.7% of all emails being spam. As mentioned earlier it took 12 years from September of 2003 to reach this point. Email users are not the only ones thrilled. Companies dedicated to fighting spam finally have hard proof their methods are effective. There has also been legal prosecution successfully target botnets. Other reasons for decreased spam include faster reaction times by network providers, improved blocking, and more effective filtering.

Other findings the report generated are:

  • 6 million new malware variants were created in June up from 44.5 million pieces of malware created in May and 29.2 million in April
  • Ransomware attack has increased for the second month in a row and cryto-ransomware has reached it highest levels since December 2014

For the full article, visit at

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Apple’s New Safari Browser Blocks Ads?

Is this really happening?! Is APPLE, with their enviable marketing strategies, updating a browser and including ad blocking with it?! Yes, it appears such is true. Though it was not at the forefront of Apples’ mentions during their recent keynote announcements, it is a fairly big deal. This is a double-edge sword: users will be thrilled while marketing firms and employees will be horrified!

To all the users out there…adblcoking according to a 2014 study was up 70% in recent years with about 140 blocking ads around the world. We are sure you will keep that up. Until now you were limited to doing so only on a desktop computers, never including mobile devices. Previously special software had to be run and when it finished executing would block ads from the screen. This was a fairly complicated process, but now Apple is introducing a simple app extension to handle it all for you.

To all those involved with marketing…quite frankly this could be a problem, although iOS9 isn’t available until the fall. Also, may we remind you that this only applies to products running Apple’s Safari browser. Of the sites to be effected, one could argue that news companies (especially those who have shifted from papers to digital) will be most affected. Website cookies may also be at risk by this update. That being said, it’s fair to warn that now may be good timing to make changes. This also applies to all sites heavily using ads to help fund their operations.

As always, we want to hear from you! Feedback and opinion from both users and marketers are encouraged. For more information visit

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Best Time of the day for Twitter

We’ve all come to love and cherish Twitter. Surely, we all know someone who absolutely abuses their account, and the TL (time line) of all their followers. Of course, we all know someone who barely uses his or her account. But one aspect we often forget is that some people only tweet during a given window of time. Honestly speaking, everyone has taken a moment to come up with ways to gain twitter popularity. In this blog post, we will cover the best timing for certain activities to occur.

  1. Most views: early morning hours. The data collected by Buffer Social has a calculated average the early morning hours sees the most views. One could imagine people waking up and the first thing they do is turning on their phone and scrolling through their TL.
  2. Most favorites/Retweets: The data proved suggests evening & late night sees the most favorting and retweeting. This must be the time of day people (especially teens) are sitting around on their mobile devices searching through what their friends have to say.
  3. Most Engagement: opposite of most popular time to tweet according the to data. One could infer that most users express their thoughts and share stories all around the same time. Later, they will read, favorite, retweet and comment on other’s tweets. Hence, the opposite timing.

We at the Center for Marketing Research find this information to be very interesting. Surely, this will be a great help for businesses and marketing firms across the world. To our future business owners good luck and put this information to good use!

For more information visit

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Cyber Security

Oh the Cyber Security conversation…. wait you haven’t had it? Well then you must not be a frequent user of social media. If you were, then you’d surely remember celebrities’ private pictures being released in 2014. At some point it’s inevitable to avoid seeing a tweet sent from a hacked account. Of course those on TV whom we all love dearly are not the only ones at risk. The following are some others that you might not think immediately, but probably already know about.

  • Medical! Most younger social media users probably wouldn’t understand why the medical field is such a target. Believe it or not, medical records can be valuable in the wrong hands. Magazines would love to obtain embarrassing medical information on celebrities. Surely campaigning government officials would like to make their competition seem unhealthy and therefore unfit to run for office.
  • Government! How many times have you heard of cyber threats against the United States’ Government servers? It’s is always an interesting ordeal to think a person sitting at home in distance location could penetrate government systems and obtain sensitive national information. The threats that come from foreign counties such as China and Russia are downright alarming. It has been said that the next World War could be of cyber nature.
  • Banks! Hacking schemes are becoming more sophisticated. These days, they can remotely install malware onto a machine and funnel information straight to there screens. One scheme in particular is responsible for the theft of up to $1 billion from over 100 banks in 30 countries according to USA Today. See link 2 below

Be careful! Even your personal computers at home are at risk. For some tips and guidance regarding cyber security and how to protect yourself, Click link #1 down below. Be safe!


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