finding your true audience

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

FindingYourTrueAudienceTargetingtheRightCustomerattheRightTimewiththeRightMedia

Anonlineusersseesmorethan1,800adsperday,whichisanincreaseofmorethan250%since2004.

Howoftendoyouusetheinternettoresearchbeforeyoupurchase?

Whichtypeofadsinfluenceyoumoreasapotentialbuyer?

9NeedtoKnows Revenuesarestillrelevant

– Collectinformationaboutcustomerstoestablishhowmuchcashmoneytheybringtoyourtable

Happinessiscontagious– Focusonhappycustomers

PricesensitivityisNOTagoodthing– Don’tmakeyourmarketpositionaboutprice– WhenMickeyDrexlertookoveraCEOofJCrew,hewaslookingforcustomerswillingtopaymoreforwell‐madeclothingandincreasedrevenue170%inthefirst5years

9NeedtoKnows Thebiggertheproblemsthebetter

– Thebiggertheproblemyourbrandcansolve,thebiggerthemarketresponse

– Intheearlydaysoftheinternet,AOLwentafterpeopleinterestedingettingonlinebutnotwillingtodoitalone

– Asaresult,30millionpeoplesignedupandtheybecame4thonthelistofeventsthatshapedthefirst25yearsoftheweb

Beonthelookoutforsomethingnew– Introducingnewproductsandservicescangenerateorganicgrowthcompaniescrave

– Focusonyourcustomersthataremostinterestedinnewinnovationsfromyourbrandtogeneratebottomlinegrowth

9NeedtoKnows Outthereadvocatingforyourbrand

– Thegreaterthelevelofinfluenceabuyerhasamongtheirsocialnetworksandwordofmouthmarketing,themoreabrand’smarketingROIwillbenefit

Ahubwithlotsofspokes– Themoreactiveandengagedacustomeriswithdifferentsocialmedia,themorevaluabletheycanbetoyourbrand

– FordMotorCo.pickedout100twenty‐somethingYouTubestorytellerswho’ddevelopedafancommunityoftheirownandgavethemaFiestafor6months

– EachmonththeysharetheirexperienceswiththeircommunitiesviaYouTube,Facebook,twitterandFlickr

– Fordreceived50,000requestsforinformationandsold10,000unitsinthefirst6daysofsales

9NeedtoKnows Distinctiveneedsandwants

– Themoresimilarandpredictableatargetgroup’sneedsandwants,theeasieritistodevelopcompellingpositioningandmessaging

Meaningfultotraditionalanddigitaldecisionmakers– Getasenseofhowhigh‐valuecustomersusetraditional,digitalandsocialmediacommunicationsthroughoutthepre‐andpost‐purchaseprocess

– Understandhowtheliketointeractwithabrandwithindifferentcommunicationschannels

WhatIsEquity?BuildingCustomerEquity

WhatisCustomerEquity? Afirmisonlyasgoodasitscustomersthinkitwillbethenext

timetheydobusinesswiththem CustomerEquityismadeupof3parts

– ValueEquity–acustomer’sobjectiveevaluationofthebrand’soffering

– BrandEquity–acustomer’ssubjectiveviewofthebrandanditsofferings

– RetentionEquity–acustomer’sviewofthestrengthoftherelationshipbetweenthemandthebrand

ValueEquity Acustomer’sobjectiveassessmentoftheutilityofabrand

basedonperceptionsofwhatisgivenupforwhatisreceived Whatdrivesvalueequityforthecustomer?

– Quality–Whatisthevalueofthebrandofferings?– Price–Howattractiveistheprice?– Convenience–Howeasyisittodobusinesswiththebrand?

BrandEquity Thecustomer’ssubjectiveandintangibleassessmentofthe

intangible,aboveandbeyonditsobjectivelyperceivedvalue– Thisisdeterminedbythebrand’smarketingstrategy,tacticsandinfluenceoverthecustomerthroughlifeexperiencesandassociationswiththebrand

Whatdrivesbrandequity?– Buildingawarenessandattractivecustomers– Buildingemotionalconnectionswithcustomers– Remindscustomerstorepurchase

RetentionEquity Thetendencyofthecustomertostickwithabrandaboveand

beyondthecustomer’sobjectiveandsubjectiveassessmentsofthebrand– Focusesontherelationshipbetweenthecustomerandbrand,basedonactionstakenbythebrandandthecustomertoestablish,buildandmaintainarelationship

Whatdrivesretentionequity?– Loyaltyprograms(frequentpurchases/rewardsprograms)– Specialrecognitionandtreatmentprograms– Affinity(emotionalconnectionprograms)– Communityprograms– Knowledge‐buildingprograms(workshopsandseminars)

Audiencetargetingcanidentifythebestconsumersforaspecificadorcampaignandcanbeusedtoeffectivelyreachsales,acquisitionandbrandinggoals.

TheIngredientsofTargeting Whatarepeoplelookingfor

– SearchEngineinformation Interests

– Contentofarticlesviewed WhereTheyGo

– Pages,Sections,Sites WhatTheySayAboutThemselves

– Incomeranges,Gender,City ToolsTheyUse

– Calculators,Configurations,Comparisons

OfflineData– Transactional,Affinity,Psychographics

BehavioralTargeting:Theprocessofidentifyingpatternsofuserinteractions,andincorporatingthemintotheaddeliverydecision

Targeting:Theprocessofidentifyingsegmentsofsimilarusers,andincorporatingthemintotheaddeliverydecision

Interaction Recency Frequency

AudienceTargeting

WhatisBehavioralTargeting? Amethodusedbyonlineadvertiserstoincreasethe

effectivenessofacampaign Usesinformationcollectedaboutanindividual’sweb

browsingbehaviortoselecttheadvertisementstodisplaytothatindividual

Allowsforthedisplayingofadsthataremorerelevanttotheinterestsoftheindividualviewingaparticularpage

Becauseofthis,itisbelievedthatthistypeoftargetinghelpsadvertisersdelivertheirmessagestotheindividualsmostlikelytobeinfluencedbythem

HowBehavioralTargetingWorks

Tag Segmentation BehavioralTargeting

WhyDoesItWork? Reachandidentifyqualifiedaudiencesbasedontheir

behaviors,interestsandhabits Targetrelevantadstoengagedconsumersthroughouttheir

purchasingcycle Improveonlineadvertisingperformance,reducewasteand

increaseROI

Atemagine,weworkwith2internationallyrespectedfirmsforaudiencesegmentation.

VisualDNA

TheVisualDNACustomerProfile

AudienceScience

TheAudienceScienceCustomerProfile

UnderstandingMarketSegmentationLearningHowtoBreakDownYourCustomer’sIntoGroups

Marketsegmentationistheprocessthatcompaniesusetodividelargemarketsintosmallmarketsthatcanbereachedmoreefficientlyandeffectivelywithproductsandservicesthatmatchtheiruniqueneeds

MarketSegmentation

Geographicsegmentation

Demographicsegmentation

Psychographicsegmentation

Behavioralsegmentation

Dividesthemarketintodifferentgeographicalunitssuchasnations,regions,states,counties,orcities

Dividesthemarketintogroupsbasedon

variablessuchasage,gender,family

size,income,occupationand

education

Dividesbuyersintogroupsbasedontheirknowledge,attitudes,uses,or

responsestoaproduct

Dividesbuyersintodifferentgroupsbasedonsocialclass,lifestyle,orpersonalitytraits

HowDoWeMarketToTheseSegments?

MarketingSegmentation

100%ofvisitors 100%ofvisitors

1segment=all 16segments=all

All Newvs.Returning

4KeyProducts

8MajorMarkets

16VisitorPersonas

MarketTargeting

UndifferentiatedMarketing

DifferentiatedMarketing

ConcentratedMarketing

MicroMarketing

Mass Segmented Niche Local/Individual

Targetsthewholemarketwithoneoffer

Massmarketing

Focusesoncommonneedsratherthanwhat’sdifferent

Targetsseveraldifferentmarketsegmentsanddesignsseparateoffersforeachtoachievehighersalesandstrongerposition

Targetsasmallshareofalargemarket

Limitedcompanyresources

Knowledgeofthemarket

Moreeffectiveandefficient

Practiceoftailoringproductsandmarketingprogramstosuitthetastesofspecificindividualsandlocations

Viewcontent

Viewproductinformation

Viewad

Clickonad

Purchasesomething

Searchforsomething

Attendanevent

Provideinformationaboutthemselves

Interest

Life‐stage

Lifestyle

Intent

Behavior

Demography

MappingourDatatoSellableSegments

Interest

Life‐stage

Lifestyle

Intent

Behavior

Demography

ActiveTravelers

Affluents

MappingourDatatoSellableSegments

UnderstandingHowTargetingWorks

SegmentTestingGeneralTesting Targeting ProfileTargeting

Volume

DirectSales

Fillbyadnetworks

ResultsfromMassMarketing

Fillbyadnetworks

Volume

DirectSales

NewRevenueAudience‐basedselling

ResultsfromMarketSegmentation

Volume

DirectSales

Fillbyadnetworks

NewRevenue

Audience‐basedselling

ResultsfromAudienceTargeting

KnowYourCustomerTypes

TheResistantCustomer Mindset:Hatesyourcompanyandholdsdeepresentmentforyourbrand

Behavior:– Willspreadnegativewordofmouthwhereverpossible

– Tooktheirexperiencewithyourbrandpersonallyandislookingforrevenge

– Willdefecttoyourcompetitorfirstchancetheyget

Loyalty:Zero PossibilityofDefection:ExtremelyHigh(youcan’tsavethisgroup)

TheIndifferentCustomer Mindset:Seesyourcompany/product/serviceasnothingmorethanacommodity

Behavior– Willalwaystrytogetlowerpricestothepointofnearzeromargin

– Theywillpromisevolumeorfuturebusiness,butseelittleuniquevalueinyouroffering

– Alwayswillingtowalkawayfromthesalebecausetheyhaveotheroptionsavailable

Loyalty:One PossibilityforDefection:VeryHigh

TheAcceptantCustomer Mindset:Expectsyourcustomertoprovidethemaximumofwhat’saskedandnothingmore

Behavior:– Doesn’tthinkofyourbranduntilabsolutelynecessary

– Comestoyoubecauseyouhavebecomeahabitormoreconvenientchoice

– Maybeawareofother,betteroptions,butsimplyhasn’tmadetheefforttopursuethem

Loyalty:Two PossibilityforDefection:High

– Customerexpectationscanoutpacewhatyouprovide

ThePreferentialCustomer Mindset:Hasgrowntolikeyourbrandandtendstounderstandtheuniquevaluethatyouprovide

Behavior:– Mostofusmakethemistakeofmakingthiscustomertypethetopofourcustomerpyramid

– Whengivenachoice,theywillprobablycontinuetouseyourbrand

– Veryawareofindustrytrendsandcansurprisebydefectingifyouhavenotgiventhembenefitsorraisedthebaronserviceorinnovation

Loyalty:Three PossibilityforDefection:SomewhatHigh

TheEvangelist Mindset:Thepinnacleofthecustomerrelationshipandwouldbuyanythingyouoffer

Behavior:– Theytelleveryonetheyknowaboutyourcompany

– Mentionshowsatisfiedtheyareevenincasualconversations

– Yourbrandhasbecomepartoftheirlife

– Findspersonalmeaningwithyourbrand

– Worththeirweightingoldbecausetheydomoretogrowyourbusinessthananyadcampaign

Loyalty:Four PossibilityforDefection:None

CalculatingCustomerLifetimeValueWhatisacustomerworth?

CustomerLifetimeValue? CustomerLifetimeValue(CLV)ishowwedeterminewhata

customer/clientisworthoverthelifetimeoftheirrelationshipwiththebrand

Thisisdifficulttocalculateforconsumergoods,butveryeasyforservicebasedandfinancialservicesbrands

Whatwearelookingtounderstandiswhichcustomersareworthkeepingasclientsandwhichshouldbeletgotoincreaseprofitability

Thismayseemlikeadirtywaytodeterminehowmuchworkyoudotomaintainclientrelationshipsbutitisarequirement

NewCustomerValuation

finding your true audience

emaginegroup experiencefocused

c experiencefocused

emag experiencefocused

emaginegrou experiencefocused

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