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Assessing What Your Consumers
Really Care About
INTEGRATED MARKETING

OPT-IN
How Well Do You Know Your Customers?
How much can your data tell you about
your customers?
How do you develop & deliver your
campaign messages?
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
AdityaKedia.com - Emersense
The ability to form a uniformed team with a unified
understanding and agreement of approach.
BUSINESS/MARKETING
ž 

I got 10,000 Likes on
Facebook for my company

TECHIES
ž 
ž 

ž 

I sell a product that is
serves no real purpose, and
got paid for it!

It’s My Code! I’m God
Look at the awesome
features I developed!
AdityaKedia.com - Emersense
Image: mziglobal.com
•  Mass Targeted
Traditional
•  Unrelated
FORCED

On/Off
OPT-IN

•  Niched Targeted
•  Custom Content
Integrated Analysis for Deeper Understanding of People
Statistical characteristics of a population.
ž age
ž income
ž education
ž employment
ž location

Image: blogs.oregonstate.edu
Study of personality, values, attitudes,
interests, and lifestyles.
ž activity
ž opinion
ž attitudes
ž behavior
ž needs

Image: socialfresh.com
Integration of Demographics &
Psychographics. Listen to the needs,
values, and behavior of the influential.
ž personal

needs
ž personal profile
ž personal attitudes
ž social graphs/friends
ž personal passions
Image: forresto.com
Integrated Marketing for Opt-In Efficiency
Demographics
Psychographics
Webographics
Relationship with the business
Specific Goals / Needs
Context of Usage
Interaction of Usage
Information of Usage
Emotional Goals of usage
Sensory / Immersive character of usage
Accessibility issues
Analyze

Feedback

Website

Data Analysis Report

Social Media, Mobile

Customers

Print, Advertising, TV

Competitors
Defining the Goals and Purpose of Your Campaign
Product or Service Experiences
worth advocating, sharing
AdityaKedia.com - Emersense
TOOLS
ž 

Culture, Discovery, Real
Time Data, Sousveillance

LOCATING
ž 

ž 

ž 

People look for other
people like themselves,
which is called group
affinity.
Locate new MicroCommunities
Listen to customers &
influencers
DELIVERY
Smart
Phones,
Tablets

VISUAL
Photos,
Videos

Quality
Information

Sociographic
Targets
Users are getting smarter at filtering through the garbage
ž Building

Traffic (if put in the right

context)
ž Build Awareness
ž Creates Engagement
ž Creates Loyalty
ž Produces Evangelists
Mistake is not relating to customer
ž Digital

is fast paced
and much of it is
experimental

ž Main

Goal is
engagement

ž Depth

of
engagement =
effectiveness
Integrated Marketing for Opt-In Efficiency
Content that is
read/viewed, then
shared beyond
your target or
subscription base.
3 Million+
Likes
150K +
Shares
Integrated Marketing for Opt-In Efficiency
Creating Digital Content to Connect with Young Consumers
Produced by Creative Underground
Integrated Marketing for Opt-In Efficiency
Integrated Marketing for Opt-In Efficiency
Activate and engage China’s new generation of consumers and
citizens through social campaigns
Today’s Chinese Youth are hyperconnected, socially active and cause
conscious.
Brands aligned with social purposes are
given more support and visibility
Goal
Launch new Venture Fellows
Program
ž 

Help entrepreneurs scale their
companies across Asia

Client Challenges
Identifying entrepreneurs from
Asia and U.S.
Target Segment
Entrepreneurs (<35yo) in Asia

Strategy
ž  Youth social entrepreneurship
organizations across Asia
ž 
ž 

Host networking event
Invite local ambassadors
within Asian countries

Channels
ž  Partner email and social
network dissemination
ž 

Organization Website
Campaign: LaunchPilots.org
Hong Kong Businesses That Get It
Integrated Marketing for Opt-In Efficiency
Integrated Marketing for Opt-In Efficiency
Integrated Marketing for Opt-In Efficiency
Integrated Marketing for Opt-In Efficiency
Integrated Marketing for Opt-In Efficiency
Integrated Marketing for Opt-In Efficiency
Experimenting for Success
Integrated Marketing for Opt-In Efficiency
Property of Internet Marketing Coach Ltd. Hong Kong.
Integrated Marketing for Opt-In Efficiency
Integrated Marketing for Opt-In Efficiency
Get Busy Doing
or
Get Busy Losing

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