Targeted Marketing via IP Infrastructure Receptiveness Analysis
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Solution Overview
Problem
Current targeted marketing methods face challenges in identifying cost-effectively the individuals or groups most likely to be receptive to marketing content and determining the optimal locations for delivering such content, given the convergence of communications, information, and entertainment services industries.
Innovation Solution
The use of IP-based services infrastructure to gather and process receptiveness and addressability information, enabling the delivery of marketing content to users through IP-enabled devices via systems and methods that integrate domain name resolution, packet transport, and value-added services.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If traditional marketing distribution methods are used to reach potential customers, then broad coverage is achieved, but cost increases significantly
Solution Approach 1:
The patent applies local quality by transitioning from uniform mass marketing to targeted marketing where marketing content is delivered specifically to identified receptive individuals based on their service usage patterns. The system analyzes value-added services records to identify specific target audiences and delivers marketing content only to them, making the distribution quality localized rather than universal.
Solution Approach 2:
The system enables self-service by using the service provider's existing infrastructure and data resources to automatically identify target audiences and deliver marketing content. The infrastructure itself provides the receptiveness information through analysis of value-added services records, eliminating the need for separate expensive market research operations.
2Quantity of substance
If traditional marketing distribution methods are used, then broad audience reach is achieved, but response rate decreases
Solution Approach 1:
The patent applies local quality by transitioning from uniform mass marketing to targeted marketing where marketing content is delivered specifically to identified receptive individuals based on their service usage patterns. The system analyzes value-added services records to identify specific target audiences and delivers marketing content only to them, making the distribution quality localized rather than universal.
Solution Approach 2:
The system uses feedback from value-added services usage records to continuously identify and update receptiveness information. By monitoring how customers actually use services and what additional services they access, the system refines its understanding of customer interests and adjusts marketing target identification accordingly, creating a feedback loop that improves response rates.
3Measurement precision
If comprehensive customer information is collected to improve targeting accuracy, then response rate improves, but system complexity increases
Solution Approach 1:
The patent applies universality by using the service provider's existing infrastructure to serve multiple functions: delivering customer services, collecting usage data, and identifying marketing targets. The same network infrastructure and customer service systems that provide core services also generate the receptiveness information needed for marketing, eliminating the need for separate dedicated marketing systems.
Solution Approach 2:
The system enables self-service by using the service provider's existing infrastructure and data resources to automatically identify target audiences and deliver marketing content. The infrastructure itself provides the receptiveness information through analysis of value-added services records, eliminating the need for separate expensive market research operations.
4Measurement precision
If new marketing infrastructure is built to enable targeted marketing, then targeting capability improves, but implementation cost increases
Solution Approach 1:
The patent applies universality by using the service provider's existing infrastructure to serve multiple functions: delivering customer services, collecting usage data, and identifying marketing targets. The same network infrastructure and customer service systems that provide core services also generate the receptiveness information needed for marketing, eliminating the need for separate dedicated marketing systems.
Solution Approach 2:
The patent uses value-added services records as an intermediary that connects existing service delivery infrastructure with marketing functions. Rather than building direct connections between service delivery and marketing systems, the records serve as a mediator that contains receptiveness information accessible to both, simplifying integration.
Data Source
AI summary
Systems and methods can include collecting addressability information about users accessing a service provider's IP-based network communication services, collecting information sufficient to identify when the user is accessing the service provider's IP-based network communication services, collecting data from value-added services usage by the user and using the collected data to associate the user with certain marketing content. The systems and methods can further include sending the marketing content to the user through various distribution channels by using the addressability information. The systems and methods can further include recording the collected information over time to refine the ability to predict the user's receptiveness to certain marketing content so as to improve the effectiveness of TMS.