Assessing What Your Consumers Really Care About
Jul 07, 2015
Assessing What Your Consumers Really Care About
INTEGRATED MARKETING OPT-IN
How Well Do You Know Your Customers? How much can your data tell you about your customers? How do you develop & deliver your campaign messages?
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
The ability to form a uniformed team with a unified understanding and agreement of approach.
BUSINESS/MARKETING TECHIES
� I got 10,000 Likes on Facebook for my company
� I sell a product that is serves no real purpose, and got paid for it!
� It’s My Code! I’m God
� Look at the awesome features I developed!
AdityaKedia.com - Emersense
Image: mziglobal.com
• Mass Targeted • Unrelated
Traditional FORCED
• Niched Targeted • Custom Content
On/Off OPT-IN
Integrated Analysis for Deeper Understanding of People
Statistical characteristics of a population. � age � income � education � employment � location
Image: blogs.oregonstate.edu
Study of personality, values, attitudes, interests, and lifestyles. � activity � opinion � attitudes � behavior � needs
Image: socialfresh.com
Integration of Demographics & Psychographics. Listen to the needs, values, and behavior of the influential. � personal needs � personal profile � personal attitudes � social graphs/friends � personal passions
Image: forresto.com
Demographics Psychographics Webographics
Relationship with the business Specific Goals / Needs
Context of Usage Interaction of Usage Information of Usage
Emotional Goals of usage Sensory / Immersive character of usage
Accessibility issues
Analyze
Website
Social Media, Mobile
Print, Advertising, TV
Feedback
Data Analysis Report
Customers
Competitors
Defining the Goals and Purpose of Your Campaign
Product or Service Experiences
worth advocating, sharing
AdityaKedia.com - Emersense
TOOLS LOCATING
� Culture, Discovery, Real Time Data, Sousveillance
� People look for other people like themselves, which is called group affinity.
� Locate new Micro-Communities
� Listen to customers & influencers
DELIVERY
Smart Phones, Tablets
VISUAL
Photos, Videos
Quality
Information
Sociographic
Targets
Users are getting smarter at filtering through the garbage
� Building Traffic (if put in the right context)
� Build Awareness � Creates Engagement � Creates Loyalty � Produces Evangelists
Mistake is not relating to customer
� Digital is fast paced and much of it is experimental
� Main Goal is engagement
� Depth of engagement = effectiveness
Content that is read/viewed, then shared beyond your target or subscription base.
3 Million+ Likes 150K + Shares
Creating Digital Content to Connect with Young Consumers
Produced by Creative Underground
Activate and engage China’s new generation of consumers and citizens through social campaigns
Today’s Chinese Youth are hyper-connected, socially active and cause
conscious.
Brands aligned with social purposes are given more support and visibility
Goal Launch new Venture Fellows Program � Help entrepreneurs scale their
companies across Asia Client Challenges Identifying entrepreneurs from Asia and U.S. Target Segment Entrepreneurs (<35yo) in Asia
Strategy � Youth social entrepreneurship
organizations across Asia
� Host networking event
� Invite local ambassadors within Asian countries
Channels � Partner email and social
network dissemination
� Organization Website
Campaign: LaunchPilots.org
Hong Kong Businesses That Get It
Experimenting for Success
Property of Internet Marketing Coach Ltd. Hong Kong.
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