Joe Pilotta
Joe Pilotta
campaign chance clusters consumer developing diverse free geographic marketing markets media offer product retail since specific targeted typical utilize
Since the clusters are free of the typical demographic and geographic inputs, they offer advertisers the chance to utilize media consumption insights in developing a marketing campaign for targeted markets as diverse as specific consumer groups, product categories, and even specific retail channels.
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For Active Explorers, 52% say internet advertising and 49% say email advertising are the most influential media for making a purchase of a car, whereas Independents say that word of mouth, reading an article about the product or TV are the most influential. Active Explorers also use media in different day parts and engage in simultaneous media use differently than Independents.
category decision easily group however media mouth purchase word
Word of mouth is not easily traceable to one or even two sources, however we can group influential media on purchase decision by merchandise category and other factors.