integrated marketing for opt-in efficiency

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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