This document discusses a data-driven approach to integrated marketing communication (IMC) called data-driven IMC. It involves developing a perception flow model based on consumer research data to visualize the overall marketing process and optimize marketing activities. Key points:
- A perception flow model is created using online qualitative and quantitative consumer research. It maps consumers' attitudes, perceptions, behaviors and touchpoints over time.
- This model provides a fact-based approach to communication design compared to conventional subjective methods. It clarifies the roles of marketing activations and allows optimizing the marketing plan.
- The perception flow model is used to brief agencies, coordinate activities, quantitatively assess performance, and identify areas for improvement based on key
DataXu_Pointroll AdMythbuster Webinar - September 2011DataXu1
Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?
Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted during the webinar included:
Myth: Expandables can’t run on exchange-traded media
Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers
Myth: Campaign performance is best measured through CPA and CTR
Myth: One size creative fits all
FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
DataXu_Pointroll AdMythbuster Webinar - September 2011DataXu1
Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?
Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted during the webinar included:
Myth: Expandables can’t run on exchange-traded media
Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers
Myth: Campaign performance is best measured through CPA and CTR
Myth: One size creative fits all
FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets
Learn best practices for developing integrated multichannel marketing campaigns using social media, email, creative design and direct mail. Integrating these channels into the marketing mix will produce meaningful results that will keep your customers coming back for more.
Business Focus Group (BFG) pioneers in Offshore Sales & Marketing Support, Professional Education and Emerging Promotional Services (to B2B & B2C) by way of Thought Leadership Industry Interface, ITES Marketing and Digital Marketing with enhanced ROI at Right Budgets.
The exciting journey began in 2005 as a group of Business Practitioners offering partial Industry Interface and insights to the Professional Education Sector while later took the position of MPO specialists in 2007-09; helping High Tech SME clients in US.
30 marketing terms you should know if you are a business owner or a marketer.
Know the marketing terms to understand the marketing activity and reporting.
contact us at https://digiutm.com to get a consultation.
The landscape has changed, and with it, the foundations your business needs for success. Learn how to unlock hidden insights in data and lead your team to greater success with Vivaldi's new quick guide for CMOs.
Contact our team of experts via email: hello@vivaldigroup.com.
This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets
Learn best practices for developing integrated multichannel marketing campaigns using social media, email, creative design and direct mail. Integrating these channels into the marketing mix will produce meaningful results that will keep your customers coming back for more.
Business Focus Group (BFG) pioneers in Offshore Sales & Marketing Support, Professional Education and Emerging Promotional Services (to B2B & B2C) by way of Thought Leadership Industry Interface, ITES Marketing and Digital Marketing with enhanced ROI at Right Budgets.
The exciting journey began in 2005 as a group of Business Practitioners offering partial Industry Interface and insights to the Professional Education Sector while later took the position of MPO specialists in 2007-09; helping High Tech SME clients in US.
30 marketing terms you should know if you are a business owner or a marketer.
Know the marketing terms to understand the marketing activity and reporting.
contact us at https://digiutm.com to get a consultation.
The landscape has changed, and with it, the foundations your business needs for success. Learn how to unlock hidden insights in data and lead your team to greater success with Vivaldi's new quick guide for CMOs.
Contact our team of experts via email: hello@vivaldigroup.com.
Agile marketing is based on a growth mind-set across the marketing team – one that allows for open communication across the team without fear of making mistakes. For a marketing team to truly become agile and growth-oriented, it needs to adopt the same agile ground rules from IT software development.
[Handout from webinar collaboration with Nimble] Marketers are increasingly being held responsible for growth and revenue. Today, data analytics provide the foundation for finding, keeping, and growing the value of customers - your growth engine. Join this webinar to learn about the skills and analysis needed to intelligently understand your customers, allowing you to reach them with the right content, at the right time, and in the right channel.
Taking The Guesswork Out of Your Lead Generation CampaignMartal Group
Despite the growing popularity of digital marketing and the use of data-driven approaches in lead generation, many businesses still rely on assumptions when formulating their digital marketing strategies.
A Crash Course, Understand Metrics vs. analytics. find the right metrics for you. Measure full funnel impact. B2B marketers are being held to new levels of accountability in this data-driven and buyer-empowered era.
Predicting Customer Behavior - An Introduction to iSkyiSky
iSky helps companies and brand owners predict customer behavior.
Our industry experts and research specialists design fully-integrated customer engagement programs to capture the motives behind customer behavior, and analyze the financial implications of this behavior on brand health and enterprise profitability. Our solutions are designed to support customer acquisition and retention initiatives and impact brand strategy.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
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-Receive templates and guides for developing a marketing strategy
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
1. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing
Overall Marketing Processes
Communication design by applying reverse analysis on attitude change
2. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Background/ Challenge/ Solution
2
Without communication design based on the situation of changing consumer attitude,
the objective of each activation in mass or digital media becomes unclear and it is hard to generate
synergy effect among activities and measure effectiveness for improvement.
Diversity in consumer behaviors and minds makes marketing communication complicated. Flooded with
marketing activities, it is difficult to manage the overall marketing processes based on the right
communication design. It is said that only 5% of marketers in US can predict and manage the situation of
changing consumer attitude.
Establishing a perception flow model grounded in consumer data allows us to accurately capture the
current situation of changing consumer attitude and maximize ROI through visualizing and optimizing
marketing communication.
Solution
Challenge
3. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Comparison with the conventional communication design
3
It is difficult to design the effective communication only with marketers’ subjectivity. This service uses a
fact-based perception flow model backed by consumer data to achieve highly accurate communication
design.
Communication design where roles of each activation
are unclear just by following cases in the previous year or
taking a method-first approach that incorporates trends.
Conventional communication design Data-driven IMC
Communication design where roles of each activation
are clarified by selecting methods according to purpose.
Communication design using a customer journey map
developed under a marketer’s subjectivity.
Communication design using a perception flow model
based on consumer data.
Communication design using a customer journey map
that only describes change of attitudes, not minds.
Communication design using a perception flow model
that integrates perceptions, sensory impulses, KPIs and
touchpoints that promote behavioral changes.
4. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Perception flow model
4
Data-driven IMC employs a perception flow model.
The perception flow model is like a blueprint for marketing communication to manage what kind of
perception change we produce to promote behavioral changes among consumers.
In data-driven IMC, the perception flow model is developed according to consumer data on how they end
up to purchase. Capturing the situation of changing attitudes in a right way allows to clarify proper
communication toward changing consumer perception.
Perception flow model
Consumer research data
セグメントA
無関心
課題認識
行動
解決意向
試用
パーセ
プショ
ン
検討
購入意向
評判形成層
メイン
ターゲット層
推奨者層
満足
再購入
現状
知覚刺
激
推奨
現状
ブランドアイデン
ティティの確立
セグメントB
行動
パーセ
プショ
ン
知覚刺
激
KPI
タッチポイント
(マーケティング施策)
態度変容
ステージ
ターゲット層
5. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Completed perception flow model (example)
5
Segment A
Indifference
Issue
identification
Behavior
Intent for
resolution
Trial
Perceptio
n
Consideration
Purchase intent
Segment that
establishes
reputation
Main target
segment
Endorser
segment
Satisfaction
Repeat purchase
Current situation
Sensory
impulse
Recommendation
Current situation
Establishment of
brand identity
Segment B
Behavior
Perceptio
n
Sensory
impulse
KPI
Touchpoint
(Marketing activity)
Phase of attitude
changes
Target
segment
Develop a comprehensive perception flow model by combining all target segments
for which marketing communication is possible to execute, several segments and
phases of attitude changes. Also describe sensory impulses that promote attitude
changes in order to clarify the current target situation and processes to purchase or
endorsement as a goal.
6. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Use of the perception flow model
6
Based on the brand definition and consumer
perspectives, it is possible to send the message, which
can be spontaneously received by consumers, instead of
forcing to do so.
Visualizing behaviors, perceptions and sensory impulses
helps clarify a relation among activities, thus, briefing to
several agencies and coordination between pertinent
companies are streamlined.
Visualizing the entire phases of attitude changes
enables to clarify roles of each activation, and synergy
and supplementary effects among activities improve
ROI.
Perception model
セグメントA
無関心
課題認識
行動
解決意向
試用
パーセ
プショ
ン
検討
購入意向
評判形成層
メイン
ターゲット層
推奨者層
満足
再購入
現状
知覚刺
激
推奨
現状
ブランドアイデン
ティティの確立
セグメントB
行動
パーセ
プショ
ン
知覚刺
激
KPI
タッチポイント
(マーケティング施策)
態度変容
ステージ
ターゲット層
Visualizing touchpoints and KPIs by phase of attitude
changes allows quantitative assessment of the
marketing plan and to find areas for improvement and
corrective actions.
7. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Execution flow
7
Data-driven IMC provides one-stop support for marketing communication fields, ranging from setting the
market with a possibility of business growth, strategy planning by establishing a perception flow model to
consulting on marketing activities by using that model.
Setting source of business (source of revenue)1
Reproducing the current purchase behavior in the perception flow model according to
the online qualitative research
2
Improving accuracy of the present perception flow model based on the online
quantitative research
3
Offering consulting on executing activation by using the perception flow model4
8. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
1. Setting source of business (source of revenue)
8
Fund for purchasing a new product is raised from consumption expenditure. The source of business
(source of revenue), as a supplier, is not always the category competitor but may be a beneficial
competitor. Therefore we interview with marketing personnel, consider every possibility and set the most
potential source of business that leads to business growth through discussion.
Category competitor Beneficial competitorTarget product
9. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
2. Developing the perception model flow
9
(1) Online qualitative research
Perform questionnaire researches mainly using open questions for all target groups
(mostly users as potential source-of-business) for which marketing communication is
possible to execute. (What kind of products were you using before? What made you
switch the product?, etc.)
(2) Development of separate perception flow sheet
Based on research results, develop separate perception flow sheet per target. If the
number of the subjects is 100, 100 different perception flows enables to cover all the
flow patterns.
(3) Perception flow model development at workshop
Read all the perception flow sheet, verify and consolidate necessary information to
develop a perception flow model backed by facts on consumers. Prepare the perception
flow model with client at workshop, while introducing know-how to leverage this flow
model.
Gain consumer data through online qualitative researches and develop a perception flow model.
セグメントA
無関心
課題認識
行
動
解決意向
試用
パ
ー
セ
プ
シ
ョ
ン
検討
購入意向
評判形
成層
メイン
ター
ゲット
層
推奨者
層
満足
再購入
現状
知
覚
刺
激
推奨
現状
ブランドア
イデンティ
ティの確立
セグメントB
行
動
パ
ー
セ
プ
シ
ョ
ン
知
覚
刺
激
KPI
タッチポイント
(マーケティング施
策)
態度変容
ステージ
ター
ゲット
層
10. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
3. Improving accuracy of the perception flow model
10
(1) Qualitative research
Perform online qualitative researches to improve accuracy of the established perception flow model and calculate KPIs. Then gain
data to yield % of the target in each segment, develop persona and prioritize elements in phases of attitude changes as well as
numerical data such as conversion rate.
Indifference
Intent for
resolution
Consideration Purchase intent Trial Satisfaction
Issue
identification
40%
30%
45%
10%
5%
10%
D. Transition by phase of attitude changes
Segment A
25%
Segment B
15%
Segment D
20%
Segment C
40%
A. % of the target in each segment
Segment C
42 year-old, male, married, 1 child
Annual income of ¥6 – 8 million
Working at a local bank, living in a
suburban city, like traveling
B. Persona data of each segment
C. Prioritize elements in phases of
attitude changes
Segment C/ Considerations
1. High cost performance
2. More functional than the product he
uses
3. His friends are using
4. Made in Japan and assuring
11. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
4. Execution consulting based on the perception flow model
11
Clarify which communication activity is insufficient by matching the perception flow model with
activation underway. Then provide consulting including proposing feasible activation ideas against
insufficient communication, introducing available vendors and developing briefing sheet to request
vendors for proposal.
Develop briefing sheet to introduce available vendors and make a request for proposal.
Editorial ad Movie ad
Brand site
Present campaign
In-store traffic
CRM
Digital ad serving/
management
DMP
Indifference
Issue identification
Intent for resolution
Trial
Consideration
Purchase intent
Segment to
establish
reputation
Main target
segment
Endorser
segment
Satisfaction
Repeat purchase
Recommendation
Establishment of
brand identity
Phase of attitude
changes
Target segment
Effectiveness
measurement
TV/ Radio CM
Newspaper/ magazine
ad
Transit ad / OOH Product placement Tie-up
Feasible activation
Referral campaign
EC site
Review site
Review siteOffline event
Already implemented Feasible
12. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Deliverables
12
Perception flow model Separate perception flow sheet
Feasible activation/available
vendor sheet
Persona sheet by target segmentBriefing sheet for requesting
vendors for proposal
Perception flow model as a blueprint for
marketing communication based on
consumer data.
Separate perception flow per target for
establishing the perception flow model.
Sheet that shows feasible activation and
available vendors based on the perception
flow model.
Briefing sheet that summarizes items
necessary to request execution to a vendor.
Persona sheet that summarizes
demographic and physiographic data by
target segment.
セグメントA
無関心
課題認識
行
動
解決意向
試用
パ
ー
セ
プ
シ
ョ
ン
検討
購入意向
評判
形成
層
メイ
ン
ター
ゲッ
ト層
推奨
者層
満足
再購入
現状
知
覚
刺
激
推奨
現状
ブランドア
イデンティ
ティの確立
セグメントB
行
動
パ
ー
セ
プ
シ
ョ
ン
知
覚
刺
激
KPI
タッチポイント
(マーケティング施策)
態度変容
ステージ
ター
ゲッ
ト層