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EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Data to Optimize the Online Consumer Experience
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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 …

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%
  • Transcript

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