Reading a very interesting piece by PSB on the WPP's website on what they call micro-targeting. Interestingly, Penn, Schoen & Berland Associates (PSB) are originally pollsters that are now turning from the political targeting and polling analytics scene, to the branding and new media marketing industry.
The article reads quite well, with a number of insights, such as an 11-step checklist for micro-targeting efforts, as well as a case study on increasing user retention for a telecom company. This kind of reminds me of what I was talking about at the Tokyo Entrepreneur's Summit last week when a member of the press asked me, what comes next for mobile advertising? Is it banners? Is it coupons? I said that it was the end of the brand "hard-sell", the beginning of an experiential "soft-sell".
The real answer is targeted promotion based on psychometric behaviour analytics sourced from search and blog statistics. I also suggested mobile product placement within an ad or a service, I suggested auto-affiliation on info displayed within a page. These are all things that can be done to drive marketing activities on the mobile and the web.
The authors note however that no matter how well you try to setup these micro-targeting campaigns, "[...]many highly experienced, prominent and successful PR and marketing people both on the client side and in agencies lack the analytical skills and understanding to properly design and lead a micro-targeting project."
I would go even further and say that you not only need the right people, but more importantly you need to have a platform that collects and analyses this kind of data and then bases incrementally better conclusions based on a recurring analysis loop. Naviblog's location-based blogging platform could play this role, and allow even agencies and professionals that lack the ability to design such a project, to gather relevant data and act on it accordingly.
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