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Consumers on the Move

This summary highlights the evolution of customer segmentation through advanced databases, focusing on how marketers can leverage demographic insights to identify and target their best customers. It discusses the pioneering work of Jonathan Robbin with the Prizm marketing database, emphasizing the shift from static consumer profiles to dynamic, real-time data updates. With the rise of three key platforms—computers, cable television, and wireless devices—marketers are better equipped to adapt their strategies. Key questions arise regarding the impact of integrated marketing and consumer privacy in this changing landscape.

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Consumers on the Move

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  1. Consumers on the Move By Genny Nguyen Jacob Toscano

  2. Summary • Past, Present, and Future of segmenting a customer, using databases. • Jonathan Robbin: created first Prizm marketing database. • Uncovered the correlation of demographic areas and their consumer behavior • Marketers could know who their best target consumers would be.

  3. 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?

  4. What Changed • Advances in computing technology • Differentiate between next-door neighbors instead of the whole neighborhood. • Prizm: http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&SubID=&pageName=ZIP%2BCode%2BLook-up • Moving from the old static snapshot to the reality of a changing dynamic marketplace as advantage of household systems. • Each time house system is updated the database is updated. • When life stage changes consumers are open to try new brands and new products through new channels. • Great opportunity for marketers to add the “When” in their strategy.

  5. The Future“On Which Screen?” • Three Big screens -Computer: Computer cookies being tied to the household segmentation system. • -Cable television: • -Use of cable television as a direct marketing vehicle to remain consistent among households. • -Wireless devices: • Offers Direct marketers opportunity to know a subscribers life stage and deliver targeted content whenever and wherever that person happens to be.

  6. Integrated marketing across all channels allows direct marketers the flexibility and ability to efficiently target and tailor ads to their target consumers.

  7. Questions • Have you heard of the Three Big Screens? • Will the benefits of integrated marketing outweigh the costs? • From consumer side, is it an invasion of privacy? • Is the new “when” and “on which screen” an effective way to identify or segment a customer? • Versus the tradition four question presented earlier in presentation?

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