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Consumers on the Move Improved technology should help marketers reach prospects- Wherever. Tracy Hasson Cory Eisele Arnan ?????. HAHA. Background. Improved technology Segmentation of consumers Core marketing questions: Who buys from me? What are they going to buy?
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Consumers on the MoveImproved technology should help marketers reach prospects- Wherever Tracy Hasson Cory Eisele Arnan ????? HAHA
Background • Improved technology • Segmentation of consumers • Core marketing questions: • Who buys from me? • What are they going to buy? • Where can I find them geographically? • How can I best communicate with them? • Beyond who what where how, and add the when and “what screen”
Where We Started • 1970, Jonathan Robbin created Prizm (Potential Ratings in ZIP Markets) • First geodemographic segmentation system • Labeled each neighborhood geodemographic segment code and every record on a customer database could be tagged with segment codes. • Based on census data and applied to entire neighborhoods • Average number of houses in census block is 600
What Has Changed • Advances in computing technology, data quality and statistical techniques • Emphasis has gone from neighborhoods to individual households • Demographics with household accuracy • Segment codes for each household can be updated every time the database is updated • Once a month to once a year
What Has Changed • Change in emphasis allows marketers to identify when households migrate from one life-stage cluster to another • Consumer behavior media preferences change with life-stage migration
Looking to the Future • As new media channels proliferate and mature, marketers must balance choice of targeted households and media selected to reach them • “All three screens” • Computer • Cable Television • Wireless
Looking to the Future • Computer • Right now most online advertising is random • Personic X cookie • New technology to improve targeting • Applies cookie to household segmentation system • Television • “Directcast” versus “broadcast” • Still needs to figure out which ads will go through which pipes
Looking to the Future • Wireless • Knowing life-stage segment to deliver targeted content whenever and wherever that person happens to be • Marketers will need to know predictive and descriptive characteristic of subscriber looking for info, as well as info that’s applicable to where they are at any given moment