CONSUMERS ON THE MOVE J.D. Crook John Hadden. Core Marketing Questions Who buys from me? What are...
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Transcript of CONSUMERS ON THE MOVE J.D. Crook John Hadden. Core Marketing Questions Who buys from me? What are...
CONSUMERS ON THE MOVEJ.D. Crook
John Hadden
Core Marketing Questions• Who buys from me?• What are they going to buy from me?• Where can I find them geographically?• How can I best communicate with them?
• New Questions:• When?• On what screen?
Where Segmenting a Customer Database Started• PRIZM (Potential Ratings in ZIP Markets)
• Started in 1970 by analyzing census data• Combines geographic and demographic characteristics of
neighborhoods• Labels neighborhoods
with geodemographic
segment codes
What’s Changed• Advances in computing
technology• Household-level data• Tracking “life stage”
changes• To gain an advantage over
the competition• Intrusive but practical
Computer Advertising
• Right now most online advertising is done in an untargeted “spray and pray” style
• Selling information• “Trust is the cornerstone
of our business. People will only use Facebook if they trust us”
• Tracking Cookies• Site A -> Site B• Ad’s been seen 200
times, clicked on 4
Cable Advertising• Hopes to become direct marketing vehicle• PersonicX Classic: 70 clusters and 21 life stages
comprise this household-level segmentation schema• Maybe some day…
Mobile Advertising• Interruptive Marketing vs Utility Marketing• P&G “Utility Apps”
• Stain Brain, Iams Vet 24/7, Crunch Band
• Cheaper to produce Utility app than a single TV ad• Catered Advertising – Opt in Advertising• New York Startup