Consumers on the Move Improved technology should help marketers reach prospects- Wherever Tracy Hasson Cory Eisele Arnan ????? HAHA.

Slides:



Advertisements
Similar presentations
Market Analysis and Strategy
Advertisements

MRI Essentials. MRI: Who Are We?  MRI (Mediamark Research & Intelligence) is the leading provider of multimedia audience research data in the United.
Target Markets: Segmentation and Evaluation
The Future of Marketing March 8, The Future of Marketing, 3/8/01, page 2 Agenda Change Happens… I.Embracing the Future/Marketing Assumptions A.The.
Market Segmentation Duane Austin Chris Browning Sam Nichelini Duane Austin Chris Browning Sam Nichelini.
Advertising All Around Bradley Springfield. Advertising The paid for exposure of a product. Usually persuasive in content.
Chapter 14 Direct Marketing.
BTEC Business Level 3 Unit 3 Assignment 3 P5,.
Chapter7 Standardized Information Sources. What is standardized information? Standardized information: type of secondary data in which the data collected.
Marketing Strategy Process Market/ customer analysis Market segmentation Market targeting Marketing Mix Market positioning.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3.04 Entrepreneurship 1. Advertising spending: –Third largest expenditure –Growing favoritism toward online Most important online marketing tactics 69%
Chapter Twelve Traditional Advertising Media. Media Vs. Vehicles Media The general communication methods that carry advertising messages e.g., television,
DIRECT MARKETING: FACTORS FOR GROWTH Niche marketing Availability of specialized media Proliferation of computerized databases Worldwide telecommunications.
How America Shops & Spends 2014
Database and Direct Response Advertising MKTG 340 Maureen O’Connor.
On Demand Data Mining OD D M ™ from LaserSearch, Inc.
Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Chapter 11 Social Class and Consumer Behavior.
The marketing concept THE CUSTOMER PROMOTION Market analysis
CONSUMERS ON THE MOVE J.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?
Chapter 10 Target Markets: Segmentation, Evaluation, and Positioning
Site Location.
Real Estate Results. Real Estate Online 50% Consumers Begin Online 6 to 9 Months in Advance Searches Peak in July 2 in 3 Research Prospective Agents Extensively.
Target Markets: Segmentation and Evaluation
The Consumer Market Marketing Segmentation QCC’s 57, 58.
Cable Modem Service Broadband Internet Access. Cable Modem Service Service of Cable Television Companies –Deliver 10 Mbps downstream to the home –Capacity.
Customer Segmentation in the Banking Industry Dr. Robert L. Underwood Associate Professor Department of Business & Accounting Furman University July 21,
Marketing – Chapter 28 What is Market Research?
Market Share & Demographic Reports June 6, Statistical Surveys, Inc. Founded in 1957, Statistical Surveys, Inc. (SSI) has a long and established.
Basic Marketing Concepts
Intro to Marketing Mr. Bernstein Target Markets and Market Segmentation September 18, 2014.
Market Segmentation: Art or Science? Zeenat Jabbar THE IBC STRATEGY: PART III.
Copyright © Houghton Mifflin Company. All rights reserved. 7–17–1 What Are Markets? Requirements of a Market –Must need or desire a particular product.
Using External Secondary Data Chapter 7. Standardized Marketing Information Services Commercial sources of secondary data The data are usually collected,
By Genny Nguyen Jacob Toscano. Past, Present, and Future of segmenting a customer, using databases. Jonathan Robbin: created first Prizm marketing database.
Marketing Information Management Marketing Research.
CHAPTER 8 Segmenting and Analyzing the Target Market.
The Future of Advertising Advertising Trends and Outlook Conference April 8, 2008.
Insert Chapter Title Screen. Understand how marketing research can contribute to a firm’s competitive advantage. Understand that market research includes.
Chapter 14 Traditional Advertising Media. Traditional Major Advertising Media Out-of-home advertising MagazinesRadio Newspaper Television 2.
Chapter Objectives To recognize the purpose of direct marketing as a communications tool. To appreciate the strategies and tactics involved in direct marketing.
© 2005 McGraw-Hill Ryerson Limited
Copyright © Houghton Mifflin Company. All rights reserved. 7–17–1 What Is a Market? Requirements of a Market –Must need or desire a particular product.
Today’s Topics  IT & MKIS Development (Recap) m Case: Kiwi Experience  Database Concept & Application m Discussion: On-line Database Example  Database.
© 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter Five Market Segmentation Key Words / Outline.
MKM803 – Direct Marketing.
Marketing Research Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides.
Consumers on the Move WEI JIANG YUDONG FU. Introduction The good news is you’ve got lots of customer data! The bad news is you've got lots of customer.
Business Your Library Amy J. Lee Business Resource Coordinator Canton Public Library.
Ms. Smith. Have you ever identified a target market? Well….if you have ever seen a commercial or made a purchase, you have already seen target markets.
Segmentation Market Segmentation is the process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting.
3.05 Entrepreneurship 1 CONDUCT MARKET ANALYSIS. MARKET ANALYSIS What Is It ? An evaluation of the market for a company's goods and services. For example,
Ryan Gutierrez Valerie Fry.  Who buys from me?  What are they going to buy from me?  Where can I find them geographically?  How can I best communicate.
2.02 Discuss the concept of market identification.
Naomi Put Charlotte van den Dool Loes Velthorst Advertising & Communication Management.
Market Segmentation and Target Marketing. Marketers rarely go after the entire market with one product, brand, or service. Why?
Chapter 8 Marketing the Facility and Events. Chapter Objectives 1.Clearly understand the elements of a marketing plan 2.Recognize the importance of a.
Customer Segmentation Not all customers are the same. So stop taking a one-size-fits-all approach to your marketing and start segmenting your customers.
Geographic Business Intelligence Online Database.
Chapter 4 Market Segmentation and Target Marketing.
Offline and Online Direct Advertising 14. Direct Advertising The use of one or more advertising media to transmit messages that encourage purchases of.
Chapter 5: Target Markets: Segmentation and Evaluation
Market Segmentation and Targeting
5 Marketing Management SECTION 1 7th Edition Market Segmentation menu
Chapter 11 Social Class and Consumer Behavior
Targeted Video Advertising
Segmentation Strategies
Nielsen PRIZM for Market Segmentation Data
Chapter 11 Social Class and Consumer Behavior
Chapter 11 Social Class and Consumer Behavior
Presentation transcript:

Consumers on the Move Improved technology should help marketers reach prospects- Wherever Tracy Hasson Cory Eisele Arnan ????? HAHA

Improved technology Improved technology Segmentation of consumers Segmentation of consumers Core marketing questions: Core marketing questions: Who buys from me? Who buys from me? What are they going to buy? What are they going to buy? Where can I find them geographically? Where can I find them geographically? How can I best communicate with them? How can I best communicate with them? Beyond who what where how, and add the when and “what screen” Beyond who what where how, and add the when and “what screen” Background

Where We Started 1970, Jonathan Robbin created Prizm (Potential Ratings in ZIP Markets) 1970, Jonathan Robbin created Prizm (Potential Ratings in ZIP Markets) First geodemographic segmentation system First geodemographic segmentation system Labeled each neighborhood geodemographic segment code and every record on a customer database could be tagged with segment codes. 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 Based on census data and applied to entire neighborhoods Average number of houses in census block is 600 Average number of houses in census block is 600

What Has Changed Advances in computing technology, data quality and statistical techniques Advances in computing technology, data quality and statistical techniques Emphasis has gone from neighborhoods to individual households Emphasis has gone from neighborhoods to individual households Demographics with household accuracy Demographics with household accuracy Segment codes for each household can be updated every time the database is updated Segment codes for each household can be updated every time the database is updated Once a month to once a year 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 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 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 As new media channels proliferate and mature, marketers must balance choice of targeted households and media selected to reach them “All three screens” “All three screens” Computer Computer Cable Television Cable Television Wireless Wireless

Looking to the Future Computer Computer Right now most online advertising is random Right now most online advertising is random Personic X cookie Personic X cookie New technology to improve targeting New technology to improve targeting Applies cookie to household segmentation system Applies cookie to household segmentation system Television Television “Directcast” versus “broadcast” “Directcast” versus “broadcast” Still needs to figure out which ads will go through which pipes Still needs to figure out which ads will go through which pipes

Looking to the Future Wireless Wireless Knowing life-stage segment to deliver targeted content whenever and wherever that person happens to be 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 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

Very Relevant Clip Very Relevant Clip