Consumer-Driven Marketing System for Targeted Ad Delivery
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Solution Overview
Problem
Current marketing systems often fail to effectively target interested consumers, leading to wasted advertising efforts and consumer alienation, as they rely on inaccurate assumptions about user interest based on web searches and visits, and send unsolicited commercial emails, causing frustration and inefficiency.
Innovation Solution
A consumer-driven centralized marketing system that allows users to submit directives for personalized marketing object delivery, using a centralized processing engine, directive repository, and marketing object repository, enabling targeted distribution of coupons, advertisements, and other marketing items based on user interests, location, and preferences.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If broad distribution of advertisements is used through print or electronic sources, then the advertisement reaches many consumers, but many of those consumers are not interested in the promoted business, product or service, leading to wasted advertising efforts
Solution Approach 1:
The system performs preliminary actions by having consumers proactively submit directives indicating their interests and preferences before marketing materials are distributed. This allows the system to pre-filter and target only interested consumers, eliminating the waste of broad distribution while ensuring relevant consumers are reached.
Solution Approach 2:
The system implements feedback mechanisms where consumers provide continuous input through directives about their interests, location, and preferences. This feedback loop enables the system to dynamically adjust targeting, ensuring marketing materials are sent only to interested consumers and reducing wasted advertising spend.
2Measurement precision
If online advertising uses cookies and behavioral targeting to track user activity, then advertisers can deliver targeted advertising, but the picture of user interests is often inaccurate, leading to consumer alienation
Solution Approach 1:
The system enables consumers to self-serve by directly submitting directives that accurately represent their interests and preferences. This eliminates the need for indirect tracking methods like cookies that create inaccurate pictures of user interests, ensuring marketing materials are targeted based on genuine consumer intent rather than inferred behavior.
3Productivity
If unsolicited commercial email is sent indiscriminately to all users on a list, then the marketing message is delivered broadly, but it consumes storage and bandwidth and infuriates consumers
Solution Approach 1:
The system performs preliminary filtering by requiring consumers to submit directives indicating their interest in specific marketing categories before any marketing materials are sent. This pre-screening ensures that only interested consumers receive marketing emails, eliminating the waste of storage and bandwidth on uninterested users while preventing consumer frustration from unsolicited messages.
Data Source
AI summary
A scalable adaptable consumer-driven centralized marketing system and methodology receives consumer directives, marketing directives and marketing objects from users. Each marketing object is associated with a marketing directive. A consumer directive provides consumer-related information, which may include a subject matter of interest. A marketing directive provides marketing subject matter, which may relate to goods or services offered. The system queries a database for consumer directives with subject matters of interest that match the marketing subject matter. The system makes a copy of the marketing object accessible to users associated with matching consumer directives.