Shopper Marketing - July 2016 - 124


B R I N G I N G PR EC I S I O N TO C O N V ER S I O N M A R K E T I N G

So where are marketers going wrong?
"Marketers are not using all of the available data
to get a better picture of who their customers are
or what might be useful or relevant to them," says
Alicia Smestad, EVP, Senior Group Director at
Catapult. "The same types of marketing, messaging
and targeting get repeated because the brand or
retailer hasn't tied back to the fact that what they've
sent their customers before hasn't worked and is not
relevant. They're not doing anything significant to
learn how to change the approach or close the loop
on a purchase."
Despite the widespread availability of data from
a variety of independent sources, Smestad says that
very few marketers have taken the necessary steps to
access complete information about their customers'
demographic profiles and lifestyle interests. Even
those who have, she argues, often do not connect the
dots between this type of research and transactional
data or online search behaviors to generate a more
holistic view of how brands fit into their customers'
lives. (See "The Data Audit" on page 3.)
Smestad believes the intent of personalization
is a good one; however, she says the process needs
to be directed at understanding what motivates a
customer toward a purchase or brand loyalty versus
tailoring specific messages to a particular audience.
"Pushing different messages versus pulling is the
goal of much of the industry right now," she says.
"Personalization is focused on a custom message for
each person throughout channels, or on different
messages for different user groups. This is progress,

4

but it is still too focused on delivery improvement
and optimization, versus relevance."
Over the past two years, Catapult has been
refining its chief marketing model, known as
conversion marketing, adding depth and precision
through enhanced segmentation techniques.
Its new approach centers on developing ways to
communicate with real people versus activating
against vague consumer targets.
"We're having a deeper conversation on how we
help and execute marketing that identifies, reaches
and messages to a specific customer or customer segment," says Peter Cloutier, Chief Marketing Officer
at Catapult. "We do this in service of building a brand
connection and get someone to do something - click,
share, download, post and ultimately buy. This is the
core of conversion marketing."
In the updated segmentation approach, a
marketer's first step is to conduct a deep data analysis
in order to build a clearer portrait of its customer base
and to identify segments that make the most sense
to target based on who they are and how they shop.
The scope of this analysis, including the number and
nature of the segments, will vary depending upon the
brand's marketing objectives.
This process, in turn, enables a brand or retailer
to conduct its marketing more efficiently because it
can work simultaneously to optimize its message and
audience - i.e., to craft a message that is most likely
to resonate with a carefully identified group. By
contrast, traditional mass marketing loosely defines
its customer base with broader segments using



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
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Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
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