The document discusses how a car company, Audi, launched a new model with a large marketing budget across online and offline channels. However, it was unclear if the right target customers and right media were chosen. Seeketing tools allow tracking consumers like Ann across devices and media to better understand her interests and communicate with her in real-time using the most appropriate device. This helps improve return on investment for cross-screen, cross-media advertising by targeting the user rather than just the device.

1. Seeketing
Consumer behavior knowledge improving:
Acquisition/ Redemption / Loyalty / Sales
Cross-media Cross-Screen
Seeketing
CDTI

2. Crossmedia & Cross-screen and SoLoMo
New challenges and new opportunities
:::[(Now, the problem)]:::
AUDI launchs a spectacular 2014 new model
Everybody hopes it will be a big success
A huge Marketing Budget is approved to guarantee it
A advertising mix plan online and offline is deployed …
Too much offline media? Right online media?
Have we chosen the right customer target?
Well, … we will have to wait some weeks to know ….
And try to fix it …. AFTER …

3. :::[(Now, the consumer)]:::
Crossmedia & Cross-screen and SoLoMo
New challenges and new opportunities
Ann check on
her laptop
details about
car and dealer
10:00 at work
Day 2
Ann watchs an
ad on TV and
then check info
in her Tablet:
20:00 at home
Day 1
Ann reads
newspaper
and she
interests in a
new Audi ad
9:00 at café
Day 1
Ann reads
QR code and
download
APP and she
sees more
info in her
Smartphone,
it’s cute!:
9:00 at café
Day 1
Ann
Ann visit a
dealer to buy
her new car
11:00 at
dealer
Day 3

4. Crossmedia & Cross-screen and SoLoMo
New challenges and new opportunities
:::[(Now, the consumer)]:::
Joining Tablet &
Smartphone to
user identity
Joining Laptop
user identity
Joining visit to
dealer using
wi-fi devices
Joining
newspaper ad
with QR code
to APP identify
user
Ann

5. Crossmedia & Cross-screen and SoLoMo
New challenges and new opportunities
:::[(Now, the consumer)]:::
Seeketing’s tools let communicate with Ann
regarding her interests in the moment, place and
device more appropiate using business rules defined
by brand goals
Ann

6. :::[(Now, the consumer)]:::
Crossmedia & Cross-screen and SoLoMo
New challenges and new opportunities
We can improve ROI in advertising
In real time
Cross Screen and Cross Media
Targeting the USER not the device
Ann