Beyond The Demographic<br />Using Psychographic and Behavioral Data to Optimize the Online Consumer Experience<br /># EMGW...
Welcome!<br />2<br />About EMG Webinars<br /><ul><li>  Short Q&A session will occur at end of presentation
  Webinar presentation will be recorded
Links to be sent to attendees</li></ul>Presentation posted to EMG Knowledge Center<br />
About EMG & Core Competencies<br /><ul><li>Full-service digital marketing and communications agency
Headquartered in Los Angeles, CA
Established in 1999
Clients Diversity Includes: </li></li></ul><li>About EMG & Core Competencies<br />Strategy<br />Media<br />Plans brand sto...
Panelists	<br />Mike Funk<br />Strategic Planner<br />Brenda Castelo<br />VP Strategy & Media<br />Damien Navarro Managing...
In This Webinar you Will Learn How To<br />Think beyond demographic profiling and why it is fiscally beneficial<br />Acqui...
Hispanic Brand Loyalist<br />Phoebe – 2nd Generation & Mother<br />
Hispanic Brand Loyalist<br />Phoebe – 2nd Generation & Mother<br />Lisa – 1stGeneration, ESL & Student<br />
Hispanic Brand Loyalist<br />Phoebe – 2nd Generation & Mother<br />Lisa – 1stGeneration, ESL & Student<br />
Teen Trend Setter<br />Kyle – Football Captain & Math Wiz<br />Blaine – Madden Football Expert & Prom King<br />
Active Retiree<br />Marvin – Golf Enthusiast & Volunteer<br />Alex – Artist & Guest Lecturer <br />
Busy Mom<br />Mary – Chocolate Lover & Distance Runner<br />Beth – Sports Fanatic & Political Advocate <br />
What Does the Busy Mom’s Day Actually Look Like?<br />
Traditional Demographic Profiling<br />Age bands “Generation”<br />Gender<br />Income<br />Social class<br />Education<br ...
Traditional Demographic Profiling<br />Age bands “Generation”<br />Gender<br />Income<br />Social class<br />Education<br ...
Painting a More Vibrant Picture of the Consumer<br />Use psychographic profiling to create profile depth<br />Utilize real...
Painting a More Vibrant Picture of the Consumer<br />Example: Non-profit animal rescue seeking donors. <br />BEFORE<br />A...
Adopts rescued pets
Researches and learns</li></li></ul><li>Painting a More Vibrant Picture of the Consumer<br />“The Awakener” Experience Dia...
Profiling by Experiences<br />Tactic: “Day in the life” storyboards and creative mood boards<br />Tactic: Documentation of...
Profiling by Experiences<br />Banner Health: Cardon Children’s KidZone<br />Interactive game to help children understand, ...
Profiling by Engagement Behaviors <br />Tactic: Monitoring Where, When, Why, How They Engage Online<br />Tactic: Identifyi...
Profiling by Engagement Behaviors<br />Loma Linda University Medical Center<br />Comprehensive cross-channel engagement, m...
Historical search data analysis
Call center call recordings</li></li></ul><li>Profiling by Interests & Content Consumption<br />Tactic: What types of cont...
Profiling by Interests & Content Consumption<br />NBC Universal: The Fourth Kind<br />Branded content to build awareness.<...
Social monitoring and community engagement</li></li></ul><li>Profiling by Medium & Technology Usage<br />Tactic:  Understa...
Profiling by Medium & Technology Usage<br />State Farm: Asian Language Campaign<br />English and in-language media campaig...
Website analytics & conversion data
Call tracking (prefers to call)</li></li></ul><li>Profiling By Online Social/Community Behaviors<br />Tactic: Crowdsourcin...
Profiling By Online Social/Community Behaviors<br />Social data: Unsolicited survey or focus group<br />
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EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Data to Optimize the Online Consumer Experience

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For decades, marketers and advertisers have used demographic profiling to target consumers. But focusing solely on this traditional targeting tactic may be a waste of precious time, money, energy and opportunities for meaningful engagement. By considering how the social and mobile landscapes have impacted the consumer’s ability to commune in new and personal ways we can discover how demographic profiling alone is ineffective. The webinar will explore EMG’s hand- crafted methodologies in collecting, measuring and responding to new data sets, live behaviors and critical brand sentiment that have allowed us to target and personalize campaigns and web experiences within a diversity of industries including higher education, healthcare and entertainment.

Join us as we introduce and explore how you can evolve your approach to profiling and segmenting audiences to increase impressions, shares, adoptions and conversions.

In this webinar you will learn how to:
1. Think beyond demographic profiling and why it is fiscally beneficial to do so
2. Acquire more specific data sets and ways to measure
3. Use those data sets to get started on targeting consumers on more specific levels
4. Craft engaging and personalized web features and experiences
5. Measure the success and efficiencies of your new marketing tactics

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  • Brenda:
  • Profile:A globally recognized leader in health careAdmits more than 33,00 inpatients and roughly half a million outpatients annually Challenges:Heavily decentralized governance structureIn-house, home-grown content management solutionLow adoption of existing content management solutionLimited personnel and communications resourcesPain-point driven, decision-making processNeeded consistent brand maintenance across the enterpriseNeeded online visibility to attract new patientsNeeded more dynamic, user-focused web experienceNeeded better outreach to users The Outcomes:$4 million+ revenue generated solely by online self referrals470% increase in total physician referrals per monthIncrease in unique visitors from 50/day to 3084/day Page views increased from 150/day to 10,076/dayTraffic sources increased from 70 to 1,166,468Increase in keyword visibility from 249 traffic generating keywords to 50,000+#1 Google Ranking across various service lines – up from low of #150 57%+ of ALL new patient inquiries coming from the webOnline referrals converting at 15-18% vs. offline marketing at 6%
  • EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Data to Optimize the Online Consumer Experience

    1. 1. Beyond The Demographic<br />Using Psychographic and Behavioral Data to Optimize the Online Consumer Experience<br /># EMGWebinar<br />Presented by: Damien Navarro, Brenda Castelo, Mike Funk<br />09/21/2011<br />
    2. 2. Welcome!<br />2<br />About EMG Webinars<br /><ul><li> Short Q&A session will occur at end of presentation
    3. 3. Webinar presentation will be recorded
    4. 4. Links to be sent to attendees</li></ul>Presentation posted to EMG Knowledge Center<br />
    5. 5. About EMG & Core Competencies<br /><ul><li>Full-service digital marketing and communications agency
    6. 6. Headquartered in Los Angeles, CA
    7. 7. Established in 1999
    8. 8. Clients Diversity Includes: </li></li></ul><li>About EMG & Core Competencies<br />Strategy<br />Media<br />Plans brand stories and experiences that engage consumers in relevant, meaningful ways<br />Plans propagation of brand stories and experiences through owned, paid, earned and shared media <br />Creative<br />Technology<br />Translates brand stories and experiences to visual identity and concepts<br />Discovers new methods of consumer engagement utilizing technology<br />
    9. 9. Panelists <br />Mike Funk<br />Strategic Planner<br />Brenda Castelo<br />VP Strategy & Media<br />Damien Navarro Managing Partner<br />
    10. 10. In This Webinar you Will Learn How To<br />Think beyond demographic profiling and why it is fiscally beneficial<br />Acquire more specific data sets and ways to measure <br />Use those data sets to get started on targeting new consumers<br />Craft engaging and personalized web features and experiences <br />
    11. 11. Hispanic Brand Loyalist<br />Phoebe – 2nd Generation & Mother<br />
    12. 12. Hispanic Brand Loyalist<br />Phoebe – 2nd Generation & Mother<br />Lisa – 1stGeneration, ESL & Student<br />
    13. 13. Hispanic Brand Loyalist<br />Phoebe – 2nd Generation & Mother<br />Lisa – 1stGeneration, ESL & Student<br />
    14. 14. Teen Trend Setter<br />Kyle – Football Captain & Math Wiz<br />Blaine – Madden Football Expert & Prom King<br />
    15. 15. Active Retiree<br />Marvin – Golf Enthusiast & Volunteer<br />Alex – Artist & Guest Lecturer <br />
    16. 16. Busy Mom<br />Mary – Chocolate Lover & Distance Runner<br />Beth – Sports Fanatic & Political Advocate <br />
    17. 17. What Does the Busy Mom’s Day Actually Look Like?<br />
    18. 18. Traditional Demographic Profiling<br />Age bands “Generation”<br />Gender<br />Income<br />Social class<br />Education<br />Location<br />Relationship status<br />Reach tends to be limited by traditional “subject-centric” media<br />
    19. 19. Traditional Demographic Profiling<br />Age bands “Generation”<br />Gender<br />Income<br />Social class<br />Education<br />Location<br />Relationship status<br />Reach tends to be limited by traditional “subject-centric” media<br />Outcome: Limited, Out-of-Touch, Generic<br />
    20. 20. Painting a More Vibrant Picture of the Consumer<br />Use psychographic profiling to create profile depth<br />Utilize real-time user data and analytics<br />Account for life experience and interests<br />Determine likes and dislikes<br />Consider unique cultural differences and preferences<br />Explore real-world influencers and responses<br />
    21. 21. Painting a More Vibrant Picture of the Consumer<br />Example: Non-profit animal rescue seeking donors. <br />BEFORE<br />AFTER<br />Animal Rights Philanthropist<br />Male, 47 years old<br />Married with 2 children<br />Reads financial publications<br />$120,000+<br />“The Awakener”<br /><ul><li>Evangelizes no-kill platform
    22. 22. Adopts rescued pets
    23. 23. Researches and learns</li></li></ul><li>Painting a More Vibrant Picture of the Consumer<br />“The Awakener” Experience Diagram<br />
    24. 24. Profiling by Experiences<br />Tactic: “Day in the life” storyboards and creative mood boards<br />Tactic: Documentation of Target Audience Lifestyles & Experiences<br />Tactic: Consumer Lifecycle Diagram and Workflows<br />4%<br />
    25. 25. Profiling by Experiences<br />Banner Health: Cardon Children’s KidZone<br />Interactive game to help children understand, or relieve fear about, their hospital stay.<br />Profile insights derived from:<br />Onsite observations <br />User Interviews and focus groups<br />Storyboarding<br />Virtual Walk Throughs<br />
    26. 26. Profiling by Engagement Behaviors <br />Tactic: Monitoring Where, When, Why, How They Engage Online<br />Tactic: Identifying Media Consumption<br />Tactic: Analyzing Key Performance Indicators and Task Completion<br />4%<br />
    27. 27. Profiling by Engagement Behaviors<br />Loma Linda University Medical Center<br />Comprehensive cross-channel engagement, monitoring and analytics.<br />Profile insights derived from:<br /><ul><li>Website analytics & conversion data
    28. 28. Historical search data analysis
    29. 29. Call center call recordings</li></li></ul><li>Profiling by Interests & Content Consumption<br />Tactic: What types of content formats do they consume? Video, featurettes, blogs?<br />Tactic: What topics are they driven to?<br />Tactic: What keywords and nomenclature are they using to search?<br />4%<br />
    30. 30. Profiling by Interests & Content Consumption<br />NBC Universal: The Fourth Kind<br />Branded content to build awareness.<br />Profile insights derived from:<br /><ul><li>Social listening of niche communities (paranormal)
    31. 31. Social monitoring and community engagement</li></li></ul><li>Profiling by Medium & Technology Usage<br />Tactic: Understanding Mobile Access & Usage<br />Tactic: Understanding Work vs. Home accessibility and touch points<br />Tactic: Understand access to broadband usage and touch points<br />4%<br />
    32. 32. Profiling by Medium & Technology Usage<br />State Farm: Asian Language Campaign<br />English and in-language media campaign and landing pages .<br />Profile insights derived from:<br /><ul><li>A/B testing (searches in English, consumes content in-language)
    33. 33. Website analytics & conversion data
    34. 34. Call tracking (prefers to call)</li></li></ul><li>Profiling By Online Social/Community Behaviors<br />Tactic: Crowdsourcing & Social Listening <br />Tactic: Identifying indirect relationships and influencers<br />Tactic: Assessing conversations and sentiment<br />4%<br />
    35. 35. Profiling By Online Social/Community Behaviors<br />Social data: Unsolicited survey or focus group<br />
    36. 36. Profiling By Online Social/Community Behaviors<br />Demographic analysis of active dialogue online reveals which niche audiences are actively interested in the brand (or relevant topics)<br />Technophiles & <br />Gadget Geeks<br />Theatrical<br />Experience<br />3D <br />Technology<br />Comic <br />Movies<br />Movie <br />Fanatics<br />Heavy <br />Gamers<br />Movie <br />Reviews<br />
    37. 37. Profiling By Online Social/Community Behaviors<br />Conversation analysis uncovers topic trends<br />
    38. 38. Profiling By Online Social/Community Behaviors<br />American Sentinel: Digital Marketing Strategy<br />Cross digital channel marketing plan for acquiring leads from military audience.<br />
    39. 39. Profiling By Online Social/Community Behaviors<br />American Sentinel: Digital Marketing Strategy<br />Cross digital channel marketing plan for acquiring leads from military audience.<br /> “ADVANCER”<br /> “CHANGER”<br />Key Questions<br />Do civilian employers value this degree?<br />What networking opportunities exist?<br />What job placement opportunities exist?<br />CAN ASU teach me the necessary skills that allow me to be successful in a civilian job?<br />Key Questions<br />Is this the right school/program for me?<br />What resources will ASU provide?<br />Is this program unique/special in any way?<br />What organizations are affiliated with ASU?<br />Personas developed utilizing online social intelligence from a comprehensive analysis.<br />
    40. 40. Questions?<br />We’d love to hear from you. <br />Please Let us know if you have any questions!<br />
    41. 41. Q & A<br />Thank You!<br />Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!Toll Free: (866) 62-EARTH<br />www.visitemg.com<br />FULL WEBINAR AVAILABLE TOMORROW AT:<br />Youtube.com/earthboundmediagroup<br />Earthboundmediagroup.com/emg/home/knowledge-center/webinars.html<br />STAY CONNECTED WITH EMG:<br />Twitter.com/EMGtheAgency<br />Facebook.com/earthboundmediagroup<br />
    42. 42. Thank You For Your Time!<br /> Damien Navarro <br /> Managing Partner <br />dnavarro@visitemg.com<br /> 949.857.4000 x 101 <br />

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