Adaptive Marketing: Leveraging Real-Time Data to Become a by Norm Johnston

By Norm Johnston

Adapt or die is absolutely the twenty first century mantra for enterprise. Authors Norm Johnston presents information on the way to undertake an Adaptive advertising version to make sure you are usually not basically ready for this new info international, but in addition profitable opposed to either conventional opponents and new disrupters.

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But once we get past the creepiness factor and have some rules in place, few people will want to revert to an era where they received hundreds of unwanted, irrelevant messages. 21 CHAPTER 2 The World’s Largest Focus Group Once Upon a Time in Ohio If you were growing up in Ohio in the 1970s before the Internet and cable TV, you had to make your own fun, whether it was building forts, setting up lemonade stands, or playing ding-dong-ditch. For my friends and me, one of our best sources of fun was going to the local Burger King and mixing together various soft drinks.

If we can get past the creepiness factor, then an unlimited wealth of possibilities exists in marketing. There is a clear benefit for marketers who, armed with high-quality data, can target their ads and offers toward people who need them and are much more likely to respond. They can eliminate the expense of paying to reach customers uninterested in their products. And this use of big data is a big win for consumers because they receive marketing that is useful and relevant rather than irrelevant and intrusive.

In effect, they wanted what everyone else wanted, not something unique to them. Finally, the price point ultimately led to an unprofitable business as the time required for a customized makeup process was a turnoff for time-starved consumers and meant huge labor costs for Estée Lauder. ”12 Toyota Motor Company also had a similar adaptive failure when it attempted to create a mass customization model for automobiles at the same cost as that of standardized, mass-produced cars. Inevitably, production costs soared, inventory needs at dealerships multiplied, and the business turned unprofitable.

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