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News Release from: CACI | Subject: eTypes
Edited by the Marketingservicestalk Editorial
Team on 15 May 2008
CACI improves targeting of online users
Market information analyst CACI has launched a new demographic classification to help marketers more accurately target people who use the internet and new technology.
eTypes separates the population into eight groups and 28 types to reflect differing internet behaviours, technology use and lifestyles The types include Mature and Practical High Spenders, Young Supported Networkers, Deal Seeking Families and Middle-Aged Nervous Users
This article was originally published on Marketingservicestalk on 19 Feb 2008 at 8.00am (UK)
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"The internet age has been on us for more than a decade now but many companies, including major organisations, still don't yet sufficiently understand existing and potential customers' use of new technology," said Jonathan Burston, Sales Director at CACI.
"This means that marketers often target them ineffectively, leading to waste and missed commercial opportunities.
"Many of today's consumers live in multi-channel worlds, using new technology to communicate with each other and with the organisations from which they buy, but users of new technology differ greatly to each other.
"Understanding how different people interact with these channels, and where and how they purchase, is of great importance in maximising the effectiveness of customer communications: that's what eTypes can help with".
Among the attributes analysed are a type's income; lifestyle; its likely response to various forms of marketing communications - from email or text through to print advertising; and familiarity with technology including DAB Radios, PDAs, satnav and WiFi.
Burston continued: "As the credit crunch bites it is more important than ever that marketing spend is well targeted.
"And in an era where postal direct marketing, for example, is in decline compared with online and other new media marketing techniques, it is vital to understand who the people are likely to take note of your message - and equally those set to ignore it".
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