Want the ability to drill down to super segmented audiences in your apartment marketing strategies? Well according to Marty Agius, president of the Marketing Grid, the technology has arrived in the form of smart zones, formerly known as IP-zones. In the AIM 2013 session titled Deep Targets: Activating IP-Zones Agius addressed how smart zones use big data to deliver offline marketing targeted tactics in an online world.
“The average consumer is exposed to more than 3,000 messages a day. That is a huge challenge to advertisers,” explained Agius. “This is new technology, roughly about a year old, delivers the ability to advertise directly to a business, company and/or person through deeper analysis of data to add consistent and actionable value.”
Essentially replacing the mailbox with a modem, smart zones better qualify prospects through audience-driven online activities. There are 25 million micro targeted smart zones in the U.S. derived from public information instead of relying on inaccurate and often blocked Internet cookies. Each zone can be updated monthly with new data while it would take traditional marketers 11 years to segment and gather the same amount and depth of data.
The data-driven analytics found in smart zones are 380 times more precise than zip code targeting but more importantly the lift response is almost 5 times greater. Agius says smart zones answer the #1 rule of direct marketing. They allow a marketer to keep a single focus, offering one special for your audience. “Don’t distract your targets,” he continues. “Capture their information, start to build a dialogue and don’t distract with a lot of other stuff.”
Download the Deep Targets: I-P Zones presentation here.
Session Twitter Feed:
@AIM_Conference Rule of direct marketing – capture consumer info, build a dialogue and don’t distract with lots of offers. #aimconf and Marty Agius