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?

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Presentation transcript:

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? 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