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Epsilon Targeting.
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Today’s recipient of marketing communications, offers and promotions is inundated with channel choices - from personal interactions with friends, family and professionals to on-and offline channels such as newspapers, company web sites, television, radio, direct mail brochures and flyers, email, mobile and social media.
The proliferation of channels presents marketers more opportunity than ever to engage customers, understand their desires and fulfill their evolving needs. At the same time, it challenges marketers to abide ever more fervently by the first commandment of marketing: Know Thy Customer.
To that end ICOM, a division of Epsilon Targeting embarked on a national survey in January 2010 where consumers across North America were asked in-depth questions to determine their preferred sources of information, preferred ways of receiving information, attitudes about various channels and their level of trust. These results were analysed against a similar survey conducted in 2008 to determine changes over time.
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The number of Americans relocating has climbed by 12 percent in the first four months of 2010, triggering new spending that can be extremely lucrative but brief for marketers. These New Movers spend an average of $9,400 per household, according to industry research, up 28% from last year, according to Epsilon Targeting’s 2009 report. But $1,200 of that spending is earmarked specifically for home décor and other non-moving items – and only for a limited time. To capture this profitable but fleeting New Mover market, Epsilon Targeting has gleaned ten critical points from its report including which states are gaining and which are losing; spend by category and how that changes over time – oh and by the way which categories are not affected at all.
These are trying times for marketers. Budget restrictions require they accomplish more with less while at the same time consumers are increasingly difficult to engage. So how, in this arena, do marketers leverage limited resources in a way that translates to higher product sales and brand recognition? Extensive research indicates Word of Mouth. While not new, the power of influencers and their ability to spread word about products they like is still largely untapped. ICOM’s research adds elements of detail that alter the prevailing concept of this segment. These findings give influencers a multi-dimensional quality that illuminates not just who they are but how they act.
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Les spécialistes du marketing sont mis à rude épreuve. Ils doivent gérer des restrictions de budget, faire plus avec moins, alors que les consommateurs sont de plus en plus difficiles à approcher. Comment font alors les spécialistes du marketing dans un pareil contexte pour matérialiser leurs ressources limitées en volumes de ventes et reconnaissance de la marque? Selon une vaste étude, la réponse est simple : le bouche à oreille, une approche qui harnache l’attitude innée d’un groupe unique de consommateurs, qualifies d’influenceurs, qui souhaitent relayer la portée de vos efforts par leur propension à parler, à partager avec leur entourage. Les études menées par ICOM ajoutent toutefois des éléments de détail qui modifient le concept qui prévalait dans ce segment. Ces conclusions accordent aux influenceurs une qualité multidimensionnelle qui illustre non seulement qui ils sont, mais aussi comment ils agissent.
Today there is confusion amongst Rx marketers about what they can and cannot do when it comes to communicating to the public about prescription drugs. To cut through that confusion, this guide makes clear the regulatory framework Health Canada has set up to protect the public interest. Contained within, is the opportunity for Rx marketers to communicate, educate and engage with consumers. The end result: brand awareness, product trial, expanded market penetration and much more.
As marketers the first thing we learn is to Know Your Customer. Understanding drives all decisions. But, how many of us still follow this simple credo. How many of us really get to know our customers and tailor our approach to their specific needs and wants?
For those that do, the rewards are great.
In this presentation, Kevin Klein, Senior Product Director, and Ruth Marcuz, VP of Consumer Insights, present the power of targeting along with the opportunity to further enhance understanding through analytics.
Join us as we walk through real life examples to share best practices of how your business can benefit from engaging more fully your customers and prospects…to drive marketing performance and ROI!
Why is analytics such an important business discipline today? And what can it mean for your business?
Richard Boire, Partner, Boire Filler Group, shares his insight on the growing and evolving role of analytics in marketing. He shares real world examples of how clients are utilizing this tool to enhance, improve and drive substantial bottom line results.
Do Patients seek health information differently depending on type of ailment – general, specific or sensitive? Are pharmaceutical marketers approaching key segments by their preferred channels? Or are they missing an opportunity by not listening to the needs of their patients?
In a 2008 research study, ICOM set out to find breakthrough information on North American consumers and how they prefer to search and receive health information. Learn how understanding the communication channel preferences of your patient segments can drive engagement, optimize marketing efforts and deliver superior performance.
Are brands doomed to falter during hard economic times? Has the recession cut your marketing budget, stalling consumer promotional efforts?
Founded upon a collection of recent consumer studies across the Alliance Data group of companies, this guide provides marketers proven techniques to create winning recession era marketing plans. From coupons to insight, adopt these tactics to design winning campaigns, regardless of economic climate.
Moving to a new home – whether for work, family or simply more space – is one of the great catalysts of consumer spending. In good economic times and bad, the average new resident spends approximately $7,300 on everything from window treatments to take-out meals in the three months following a move. While this category of consumers represents a rare bright spot of opportunity for retailers, there is a catch: fewer people are buying houses.
This research brief examines the micro trends in new mover consumer spending along with the macro trends in residential relocation in the US to gain a deeper understanding of which categories of retailers have the most to gain by targeting new movers and what kind of impacts an increase in moving activity might have on the retail category.
Recent trends in the evolution of marketing have delivered ROI-driven brand managers to an important crossroads. Should they choose event marketing or consumer sampling? Can it ever be both? If so, under what circumstances.
ICOM is pleased to sponsor, The Great Debate: Event Marketing or Product Sampling – an objective examination highlighting the best practices surrounding decisions to market via events or direct to consumer promotional programs. Authored by product sampling expert Cindy Johnson, the paper reveals the STEPS involved in returning a higher ROI for marketers.
ICOM is pleased to present A Best Practices Guide to Coupon Targeting: a practical manual addressing the critical factors driving successful coupon strategies.
Based on in-depth analysis, using ICOM's proprietary Redemption Database, comprising 20 years, 6300 programs and 425 million coupons issued.
