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