NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?\
Re: ONLINE-ADS>> Mass Medium? Targeting?\
Karl Zetmeir (kzetmeir_at_gvi.net)
Fri, 03 Jul 1998 07:18:25 -0500
Mark Welch wrote:
>>Oddly, I think two of the data points that I think
we should care about (sex and zip code) are ones
that most folks will tell the truth about<<
While Age, Gender and ZIP are the most reliable
demographics to to obtain directly from the consumer (and
Age is questionnable!) ... they certainly aren't the most
important from a marketing standpoint. There are many
other demographics which are equally important such as:
--Marital Staus
--Single Family Dwelling or Multi-Family
--Presence of Children ... age of children
I'm sure you can imagine a host of offers relevant to
particular households based upon these additional
demographics.
Beyond demographics are psychographics: Consumption
Patterns.
Psychographics takes a look at HOW households spend their
money ... or consume products and services. I'm sure you
can look down your block and see that virtually every
household has its own unique lifestyle. Psychographics
can be re nebulous to key into and currently as unreliable
as online survey/registration forms.
Typically, in an offline environment, they're obtained
from Warranty Cards ... I'm sure you've seen the Lifestyle
surveys attached to virtually any Warranty Registration
you've ever received with a small appliance, etc. Who's
to say these are completed with any more accuracy than
online surveys. Once that information is gathered ...
statisticians for better or worse, project that
information into much larger universes.
Another readily available indicator of "Lifestyle" is
automobile registrations ... the type of automobiles your
household drives. Almost all of the states sell this
information to list compilers as well as Driver's License
info as it is a significant source of revenue ... and is
frequently earmarked for Highway Patrol Safety Equipment
... or some other worthy state need.
The reason for these marketing gymnastics is obvious.
Direct Marketers want to offer their products/services
only to households with a propensity to consume them ...
and, needless to say ... there's a significant savings by
NOT direct mailing to households that DON'T have
consumption patterns conducive to those of known
customers. As a consumer, you don't want to be bombarded
with non-relevant advertising.
The 60% "Fib" rate online is why I'm leery of online
demographics/psychographics. Not only do people fib ...
but you also don't know which party in the household
completed the survey ... and that's paramount as each
individual will have his/her individual bias.
Is there a solution to this quandry? You bet. Well ...
sorta kinda anyway!
The offline and online key is to "reverse append" known
demographic information regarding households only to
households where you have a high confidence level in the
Name and Address information ... and that means a
"billing" environment: the only place you can reasonably
expect accurate info. Once you have that information,
there are any number of competent information providers
capable of appending a host of additional information that
you can have a high level of confidence. I can state with
a fair degree of guesstimation AOL and other major sites
are appending information to their memberships ... all in
the interest of enhancing the members' shopping
experiences.
Other than that, of course you can watch the activity at
your website to begin to get a feel for the psychographics
of your customers ... and make offers accordingly.
As an online provider, this is the extent the Internet
allows to target your customers.
In the near future, pro-active marketing based upon
demographics as well as accurate psychographics will be
available to Internet marketers similar to other offline
marketers.
Karl Zetmeir, Pres.
Interactive Innovations, Inc.
mailto:kzetmeir_at_gvi.net
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