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COMMUNITY BASED TARGETING

A of : FT13259 Prashant MishraFT13295 Abhash Nigam FT13330 Guneet Gyani FT13376 Soumya Sinha FT13419 Bindu Nandigama

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“Community Based targeting is way in for marketers to study the patterns and behaviors of targeted group and then target them with offers that they would like to receive.” • To maximize return on marketing investment and deliver high value, it is essential to

focus on those customers/community members who will generate the highest yield.

• “Community-based social marketing draws heavily on research in social psychology, which indicates that initiatives to promote behaviour change are often most effective when they are carried out at the community level and involve direct contact with people. Eg : offers page of FB

What is Community Based Targeting

3Why do I Need CBT?• India is expected to become one of the

leading economies in the world within a few decades credit to India’s growing middle class and their increased disposable incomes. Even a piece of pie is big.

• But Indian consumer vary drastically in their taste, habit and needs.

• In a country with 30 states, each with their own language and various dialects, foods, customs and clothes, it can be real marketing nightmare.

• UK food manufacturer, Sharwoods (Marketing disaster) in India.

4How can use this awesome concept on Facebook?!1. An Initial Start –up (with less than 400 likes )

POST your AD on the COMMUNITY/ GROUP page : (Involve the community moderator to get visibility)

Post contests to attract customers on various community pages

52. An Enterprise (with more than 400 likes ) • A minimum budget of $5 per promoted offer.• Enables brands to run and promote online offers directly from their Facebook

page• Three types:

• Approach: targeting through Digital couponing sites such as Groupon and LivingSocial

• Offers fed on the relevance based on interest, demographics and friend activity.• Brands can target new customers via media Ads.• Promoted offers run in users news feed, in addition to the business branded

page.

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This focus helps a company decide which local communities to target.

It is a cost saving approach.

The purpose of this is to raise visibility of the good businesses while driving accountability for the others.

This type of community based targeting can also help businesses in their pilot-tests. Since a community has similar habits and social bend.

Community-based targeting as a potential method to empower marginalized groups and encourage participation, it seems unlikely that a uniform program would accomplish this goal effectively. Specially through promotions and special offers

My Take Aways

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Thanks!

A of : FT13259 Prashant MishraFT13295 Abhash Nigam FT13330 Guneet Gyani FT13376 Soumya Sinha FT13419 Bindu Nandigama