Real People, The Right People, Connected People: How Big Data Drives Better Marketing in a Connected World
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This document discusses how data and connecting with the right audiences can drive better marketing outcomes. It argues that success requires understanding consumer insights, having a unique value proposition, and establishing a reason to believe. It then outlines how to reach the right people at scale through platforms like Facebook that can target audiences based on interests and behaviors across devices. Marketers can tailor messages to different audience segments and objectives. Reaching audiences everywhere consistently can boost engagement and results. Technological innovation has historically helped marketers turn changes in the market into industry growth by collaborating with new partners to benefit people.
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Real People, The Right People, Connected People: How Big Data Drives Better Marketing in a Connected World
- 1. Real people, the right people, connected people How data drives better marketing
- 3. Success = (CI + UVP + RTB) > 30T (Consumer insight + unique value prop + reason-to-believe) > top-2-box score of +30 WINNER
- 4. Reach the RIGHT people
- 5. Reach ALL of them
- 6. Make them into engaged and loyal advocates
- 7. But media systems aren’t utopian
- 8. Television gets us scale but blunt targeting W 18–34 Luxury-Beauty “Want natural products” W 18–34
- 9. Cable TV and print get us better targeting but limited scale W 18–34 Luxury-Beauty “Want natural products” Luxury-Beauty
- 10. People have momsMarketers have demographics
- 13. Right people, right message, right time W 18–34 Luxury-Beauty Brand heavy W 18–34 Luxury-Beauty Switcher W 18–34 Foodie Never purchased
- 14. “Heavy Buyer” segments developed based on volume, sales dollars, recency and frequency The future is not about demographics Greeting cards OTC drug Grocery spending behavior Sweets & snacks Household cleaners & supplies CerealDairy & eggs Personal carePet care Health foodsFrozen foodsBeverages Children’s food & products
- 15. The future of consumer goods advertising 75% of online population Privacy safe, direct-match analysis Facebook activity • Ad exposure • Likes & Interests • Across all devices • Highly engaging Buying behavior • Spanning all retail channels • 5,000 brands over 100 categories • $300B in retail ACV sales 70MM US HH >60% ACV!
- 16. Right audience for all marketing objectives Awareness Trial Growth Retention Winback • New to brand • Brand loyalists • Competitive loyalists • Switchers • Existing category buyers • Lapsed brand buyers
- 17. Marketers can reach their own consumers through new platforms Facebook Marketer’s CRM database
- 18. Shoebuy advertised to members who recently viewed shoes on its site, featuring shoes they had already seen on Shoebuy.com. 7X ROI
- 19. TWO: ALL OF THEM
- 20. Interest-based audiences can now be reached at scale 1.3M 14.6M Interest in Beauty Products
- 21. Shiv Singh Head of Digital‒PepsiCo Targeted marketing efforts reach 18 million to 20 million people every month vs. less than 3 million a year ago
- 22. Fab uses reached people who are 10x more likely to purchase
- 23. THREE: IN AN ENGAGING WAY THAT DRIVES RESULTS
- 24. Tailor messages based on business objective W 18–34 Luxury-Beauty Brand heavy W 18–34 Luxury-Beauty Deal Seeker
- 25. Consumers receive messages that are best for them M 18–34 Sedan Outdoors M 18–55 Sedan Green $18K W 18–45 Sedan Moms $18K “Top rated in safety: the all new XYZ” “On road or off-road: the all new XYZ’s got it” “Built like a tank to give you peace of mind” “XYZ can do 36 mpg in its sleep” Old Way Facebook
- 26. Reach them everywhere with consistent messaging
- 28. SUMMARY
- 30. Trade Marketing Consumer Promotion Advertising/Media Digital Consumer Goods marketing spending as % of sales Source: comScore and Accenture; data are U.S. Supermarket and Supercenter retail sales 6% 4% 5% 1978 15% 5% 4% 13% 1995 22% 2000 23% 2011 23% Scanning is introduced Scanning is universal
- 31. Innovation occurs Brand, agency, retailer collaborate People benefit Industry grows Technological innovation has a long history of turning market change into industry growth + FIRST THEN NEXT FINALLY