3. Integrate all data sources to determine how technology-driven marketing can motivate consumers to specific transactional behaviors
4. Differentiate consumers in various segments, groups or other subsets to maximize relevance while maintaining the highest return on marketing investment (ROMI)
6. Measure the results against key performance indicators and rapidly reactThis approach allows for constant improvement of multiple initiatives while focusing on current consumers, acquiring prospects, and ensuring effective channel use to drive marketing optimization.
8. Moving from Awareness to Behavior 1 to Few Niche: SEO/SEM, Print, Email, SM Women’s, Men, Housewares 1 to Many Mass: TV, Print, Display Shop at Stein Mart 1 to 1 Loyalty Club: Private Sale, New Brands, BOGO AWARENESS Register to win < Register for newsletter < Register for coupons < Customer transaction< BEHAVIOR Elite New Member New Loyalist Good Customer Departmentalist Tenured Holiday Shopper
11. Great strategy drives the right stories to the right audiences at the right times and in the right places Website Mobile Site Print Out-of-Home (OOH) Video Radio eMail Public Relations Blogger Outreach/PR Direct WOM Sweepstakes Event Sponsorships Customer Service :30 :15 Flickr Facebook Banners Community Paid / Organic Search Digital Video Twitter LinkedIn Location Based Marketing Mobile Banners Mobile Opt-In Intelligent POP iPad/iPhone App iPad Ads Facebook App Facebook Ads Foursquare Couponing based on Check-in Tumblr
19. Attitudinal profiles Defines the ‘who’ (targets) Based on demographic, psychographic and motivational datasets Marketing impact Creative presentation Media targets
20. Planet PÜRists Primarily well to do singles, young couples Messaging and creative Natural, organic, artsy Environmental, cause-oriented Imagery Earthy tones Clean, balanced
36. Individual Attributes leveraging the z-axis Implementation of a longitudinal multi-touch contact strategy drives not only tactic ROI, but also significant impact on annual spend vs. control and increases LTV