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Consumers on the Move

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?.

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Consumers on the Move

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  1. Consumers on the Move J.D. Crook John Hadden

  2. 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?

  3. 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

  4. What’s Changed • Advances in computing technology • Household-level data • Tracking “life stage” changes • To gain an advantage over the competition • Intrusive but practical

  5. 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

  6. 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…

  7. 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

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