Last month our agency was visited by a Finnish duo from Oneexperience ® who talked about determining a customer’s shopping route. If you know how your customer acts, you know when is the right time to contact him/her. This gives the marketer the possibility to correct the channels used for reaching the customer. For example you could find out that nobody read the direct mail you spent fortune on last year or the buying decision was made while talking to friends, so message on TVC should be reconsidered, to tell the customer what they really want to hear at that certain time.
Definitely a very useful tool for companies who have one certain field of activity. For example car retailers, mobile operators etc. It's pretty expensive toy though, but I’m sure in the longer run optimizing the media mix pays off and no need for producing marketing materials that annoy everybody, are expensive and useless. Who does not want to learn the art of pushing the right buttons?
Definitely a very useful tool for companies who have one certain field of activity. For example car retailers, mobile operators etc. It's pretty expensive toy though, but I’m sure in the longer run optimizing the media mix pays off and no need for producing marketing materials that annoy everybody, are expensive and useless. Who does not want to learn the art of pushing the right buttons?
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