Doug Rozen of Carlson Marketing Worldwide presents the results of a new segment study. Consumer readiness, behaviors and user experience expectations are shared at the recent Mobile March mobile event in Minneapolis on March 27th, 2010.
TREAT DIFFERENT RELATIONSHIPS DIFFERENTLYWE IDENTIFY YOUR MOST VALUABLE CUSTOMERS AND USE INSIGHT TO UNDERSTAND HOW TO BUILD STRONGER RELATIONSHIPS WITH THEMNeed to define what falls under each source of insight and how we get it“Valuable”Multi-dimensional, emotional, WOM, beyond lifecycleMeasurement is key“Customers”Focus on conversion and retention, maintaining and strengthening relationshipsKnowledge-based segmentation ensures efficiency, effectiveness and return on marketing dollars