Where do you keep your smart phone when your head hits the pillow at night? Is it within arm’s reach or tucked away in another room? According to a survey conducted by Pitney Bowes Inc. (NYSE: PBI) at the Direct Marketing Association’s DMA: 2012 Conference & Exhibition, 69 percent of 175 brand marketers sleep with their smart phone turned on and within arm’s reach. The survey also found that 77 percent of brand marketers use the same mobile device for personal and work email while only 22 percent keep their devices separate. The barrier between personal and work life amongst highly-connected professionals such as brand marketers has all but dissolved. Like each helix on a strand of DNA, the personal and work lives are now blended. Each task reflects attitudes and behaviors that may fit neatly into the work or personal bucket, but occur in a sequence that rapidly alters as people move through each day. The “To Do” list is interwoven between work and play. “Pick up diapers” is listed just under “Finish the sales forecast.” As we turn the mirror to see marketers as consumers themselves, the reflection also reveals the real marketing challenge today: How do marketers target B2B clients or consumers who are increasingly living and communicating in this hybrid manner? “As the walls between work and play become more porous, marketers must be more precise as they use big data to reach their targets,” said Dan Kohn, Vice President, Corporate Marketing, Pitney Bowes. “Customer analytics reveal work and play activities of desired consumer segments. By examining a few – just the right few – types of data during segmentation, brands may intelligently communicate with customers during either work or play modes.” As an expert in communications between brands and consumers, Pitney Bowes offers tips to help marketing professionals reach B2B clients and consumers where they dwell - at work and at play.
Data That Helps Target Blended Personae
|Time of Day||What time of day is your message hitting your customer?|
|Location||Does geo-location place them at home or the office or en route?|
|Browsing||Does their browser reveal shopping and social media habits at certain times of day?|
|Transactions||How often and how much do they spend with your brand? What are these patterns?|
|Social||Are they participating with your brand online? Do they take your surveys?|