"Narrow-seeding" multidimensional insight into consumers

Zhengshuang in the media world of many channels, mixed with a large number of background noise, so that enterprises in the brand propaganda difficult to maintain consumer attention to it.　　So as a marketer, how to carry out intelligent marketing, so that can really impress consumers, so that they are willing to open their wallets? Obviously marketers should conform to the trend of consumers, but many marketers are too blind and confident.　　As Ancolin, a famous American marketing agency, Acxiom in its new challenge to marketing, you're ready to do it: 80% of CEOs believe they provide customers with a superior customer experience, but only 8% of consumers agree. Why is there such a contrary conclusion? What's wrong with marketers? What do consumers expect?　　How to operate the company's intelligence marketing? "For any consumer, if you want to be interested in a product or service, you must be able to impress him," said Patrick Bewley, the global vice-president of the consulting business, in an interview with "The first financial daily". But in the past marketers may have been the way to yell, and now it is not.　　"Convert broadcast" to "narrow" in the view of Patrick, marketers are like backpackers, and marketers are sometimes unable to find their way to the digital world from the traditional world, and the direction will not be very clear, they need to grope for a search. But one thing that has to be done is "better cultivate consumer relations". Today's consumers are not so dependent on newspapers, television and radio and other traditional media, marketing people a large number of "broadcast" strategy inevitably caused a waste of marketing investment.　　In the United States, 112 billion of dollars of advertising is abandoned every year. So what about marketers who have a better grasp of the online approach? The situation is even worse, according to data from the Internet statistics company ComScore2009 March: 80% of so-called "accurate" online advertising is difficult to reach the potential customers they expect.　　For example, 14 billion of dollars in online advertising, more than 11 billion dollars are wasted, even basic customers can not touch. How can we better reach and sustain consumers? Patrick said: "Convert the broadcast mode to narrow-seeding." Our practice model is that advertising contacts the desired potential consumers through the media and simply marketing them. "Research shows that, on average, the top 20% of consumers create 500% of the marketing profit, while the bottom 30% of the consumers spend an annual profit of 400%."　　But so far, advertising is still a world of broadcasting, and it is not easily advertised only for potential groups. "Advertisers and publishers are able to access sensitive information through available media matching, without having to buy a potential customer database defined by a third party, to build a narrow-broadcast campaign on their media partner assets, and to limit the flow of such information in terms of risk and privacy considerationsFlux。 Such a system can greatly reduce the cost of marketing.　　"Patrick said. Start multidimensional insights in today's marketing world, consumers are increasingly diversifying into the information that marketers provide, such as comments and search records.　　So what kind of adjustment should marketers make? Patrick said: "Now our key point is to learn to listen, the main goal of our database in the past is to help us to more loudly to the consumer of one-way transmission, but now we want to capture the voice of consumers, because only through good listening, can be a good summary of the consumer insight. "But some marketers will think that the online behavior of consumers best reflects the actual situation of marketing, such as on-line search, forum discussions, and some people think that the actual behavior of consumers is the most important, such as the recent period of consumption behavior and frequency.　　Patrick suggests "multidimensional insights", a combination of consumer online and offline activities and attitudes, providing a comprehensive consumer-behavior perspective and decisive action based on a better understanding of consumers. In the past, when marketers judged consumers ' consumption patterns, the typical dimension, such as age, sex, income, and his social network, is used to determine whether he has a certain behavior, but now Patrick suggests that "more dynamic data analysis can be added, Including behavioral patterns of data and attitudes related to data, such as whether consumers will be through the Word-of-mouth effect to promote our products, in the way they prefer to buy online or physical stores, and so on, on these basis can also focus on interviews, the target audience has a qualitative understanding. "Of course, marketing leaders understand the diversity of multidimensional insights, because of different media, channels and time, but according to Ancolin experience, innovative marketers mainly need the following aspects of multidimensional insight: Consumer Relations profile, interactive history, brand appeal, product orientation, media orientation, channel orientation　　, demographic characteristics, interests, hobbies and attitudes, and economic strength. "Multidimensional insights require different manifestations of strategy, analysis, and innovative resources," said Patrick, "and the valuable insights are often hidden under the fog." "Share to: