Almost two years after the first article, our B2C blog has had a makeover. mingle Trend offers a reflection of current events and British society through the publishing of results of representative surveys. At the core of mingle Trend, there are three main objectives. Firstly, by communicating the findings, the panellists of respondi mingle can actually see the value of their involvement and can identify more closely with mingle. Apart from maintaining the loyalty of the existing panellists to the brand mingle, we can also recruit new members with the mingle Trend blog. This target group are less interested in monetary awards and are more motivated by the prospect of co-creation. Finally, the brand respondi mingle can also profit from the prominence of the mingle Trend. Subsequently, the findings of the mingle Trend can be found on social media platforms and participatory news sites. The blog is regularly cited by British online media sites, in this way and since its launch the profile of mingle Trend has enjoyed a positive development, with both the mingle members as well as on the net.
So the subsequent updating of mingle Trend was the next logical step. Six months ago, a third of respondi mingle panellists stated that they find mingle Trend informative, this number had increased by 71% by March 2012*. This finding was the decisive factor behind our decision to create a new version of the website, which is even more ergonomic and enables our readers to easily access the information.
Now, the home page offers a selection of excerpts from several articles; there is something for everyone. The search and overview is enhanced by images for every theme. The new version of mingle Trend is presented with a more modern design and structure. The contents are arranged according to the themes. The readers, who just want to drop by, can now navigate the site with ease. The blogger, who is looking for a specific theme, can now find the articles much quicker. And finally, we can present the wide spectrum of our articles on the homepage of the blogs and get even closer to the wishes of internet users.
With the implemented changes of the blog, we hope to bring new momentum to our goal of conquering the internet and of course to also inspire our loyal readers and media partners.
* Quarterly satisfaction survey by respondi mingle