At Net Media Planet's "The Personalised Path to Purchase" seminar, Sri Sharma explores the importance of marketing towards the heart instead of the rational mind. The rational mind is far easier for competitors to copy including marketing features such as, price, availability, delivery and support. Marketing to the heart is far harder to duplicate and requires three steps: (1) Know your customer, (2) Reach them, and (3) Be personal. (1) Know Your Customer - Gather Valuable Data - Understand Customer Preferences - Learn How They Buy - Learn From All Channels - Listen To Their Language (2) Reach Them - Turn signals into targeting (3) Be Personal

1. Winning Hearts…
Sri Sharma, Founder & CEO, Net Media Planet

2. “15% more profit is derived from emotional campaigns versus rational based campaigns”
IPA study

3. Price
Support
Available
Delivery
Images sourced from: images.jagran.com/six_picbd.jpg, inktechlondon.co.uk/Images/delivery_Man_Large_New.jpg, api3.clubtix.com/images/layout/pages/customer_support_banner.jpeg, www.odmguide.com/wp-content/uploads/2013/10/Choice-overload.jpg

4. Image Sourced from: wallpoper.com/wallpaper/nba-basketball-417955

5. Image sourced from: uptownmagazine.com/2011/02/magic-johnson-invests-in-vibe-media/

6. Images sourced from: 2.bp.blogspot.com/-d9LvyiSnncU/UMn9kbKUAhI/AAAAAAAADz4/6oEL4Ihk-ro/s1600/IMG_7853.JPG, www.soulofamerica.com/soagalleries/atl/cult-sites/Atl_Magic_Theatres.jpg

7. Images sourced from: www.undermatic.com/wp-content/uploads/2008/02/historia-del-hip-hop.png, nextravelguide.com/wp-content/uploads/2012/12/barcelona-break-dance-04.jpg

8. Images sourced from: http://www.yelp.com/biz_photos/starbucks-birmingham-21#G7UIxphj4DCMzim3heJzgw, nextravelguide.com/wp-content/uploads/2012/12/barcelona-break-dance-04.jpg

9. Know Your Customer
Reach Them
Be Personal
www.planweb.co.uk/changing-trends-and-the-great-gender-divide/
localbuzzmarketing.co.uk/tools-for-location-based-online-marketing/
ticketspy.nl/travel-tips/1880/

10. Know Your Customer

11. Search History
On-site browsing
Off-site browsing
Demographic
Location
Interests
Time
Device
1. Gather Valuable Data
freestockphotos.name/tag/business-people

12. 1. Gather Valuable Data

13. How they behave
Gender
Household Income
Age
Education Level
1. Gather Valuable Data

14. 0.00%
50.00%
100.00%
Female
Male
Younger
Older
Sekonda
Michael Kors
Accurist
2. Understand Customer Preferences

15. 0%
10%
20%
30%
40%
% of Sales
Time
Seasonal Event
3. Learn How They Buy

16. 3. Learn How They Buy
4-6 months

17. 4. Learn From All Channels

18. Delivery
Size
Returns
Colour
Features
4. Learn From All Channels

19. 5. Listen To Their Language

20. 2. Reach Them

21. Location
Demographic
Language
Off-site behaviour
On-site behaviour
Contextual
Time
Device
3rdparty data
1stparty data
Pages
Life Event
Email address
Channels
Mosaic groups
Locations
Turning signals into targeting

22. Cyclist
Mother
Boyfriend
Student
cache3.asset-cache.net/gc/185427003-smiling-girl-in-the-street-gettyimages.jpg?v=1&c=IWSAsset&k=2&d=OdTGhgTmN6bRi%2BzpVzZEEE5bQ3132jwHHjw%2BuYqMOes%3D, www.downhillnews.com/storage/thumbnails/12253722-18015263-thumbnail.jpg?__SQUARESPACE_CACHEVERSION=1336083366709, www.catholicchapterhouse.com/blog/wp-content/uploads/2013/04/Young-girl-purple-leaning-on-brick-wall.jpg

23. Cyclist
Mother
Boyfriend
Student

24. 0%
10%
20%
30%
40%
% of Sales
Seasonal Event
+55%
+40%
+25%
+15%
Perfume For Her
ThePerfumeShop.com/Gifts_For_Her
Treat The Lady In Your Life. 2 Days Left For Free Xmas Delivery -Buy Now!
Free Standard Delivery Gift Wrapping Available
2 days For Xmas Delivery Perfect Gift Sets
Free Gift OffersFragrance Finder
Christmas gifts

25. fragrance
0.00%
50.00%
100.00%
30
40
50
60
70
Time after purchase
Purchase Potential

26. Increase bids
Designer Perfumes
Running Out Of Your Perfume? Don’t
Wait Until The Last Drop -Buy Now!
ThePerfumeShop.com/Designer_Perfumes
4 to 6 months later...

27. Cyclist
Mother
Boyfriend
Student

32. 3. Be Personal

33. Cyclist
Mother
Boyfriend
Student

34. Dresses

35. Audience list : Mother with Daughter

36. Party Dresses

37. Experian>>Models>>Mums>> With Infant Children
Nielsen>>Lifestyle>>Affluent Families
Experian UK>>2 parent working full time, time poor
MasterCard>>In the market>>Retail>>Children's Apparel
Customer Segment

38. Cyclist
Mother
Boyfriend
Student

40. Cyclist

41. First Party Data Richness
Ad tag parameters
Ecommerce platform customer segmentation
DMP and CRM integration

42. Cyclist

43. Know Your Customer
Reach Them
Be Personal