Marketing Platform Targeting Customers Across Advertising Channels
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Solution Overview
Problem
The expansion of electronic communication systems increases the number of channels for marketing communications but reduces the ability of marketers to reach specific customers who have shifted preferences, as they often lack the necessary addresses to identify accounts on different platforms.
Innovation Solution
A system where a marketer uses a marketing platform to communicate with advertising platforms, sending information about a product or service to identified customers via their preferred channels, even if they have accounts on multiple platforms, by confirming account existence and sending targeted communications based on customer behavior and preferences.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If marketers use multiple communication channels to reach customers, then the coverage and reachability of marketing communications is improved, but the ability to identify and reach specific customers on their preferred platforms deteriorates due to lack of address information
Solution Approach 1:
The patent introduces advertising platforms as intermediaries between marketers and customers. These platforms hold customer account information and serve as mediators that enable marketers to reach customers on preferred channels without directly possessing all address information. The marketing platform acts as another intermediary that coordinates communications across multiple advertising platforms.
Solution Approach 2:
The patent creates a universal marketing platform that can operate across multiple advertising platforms and communication channels. This platform performs multiple functions: identifying customers, selecting preferred communication channels, coordinating messages, and managing interactions across diverse platforms, thereby solving the information loss problem universally.
2Productivity
If marketers send communications to all potential customers, then the quantity of communications sent is increased, but the effectiveness and receptiveness of the communication deteriorates due to lack of targeting precision
Solution Approach 1:
The patent applies local quality by customizing communications for specific customer segments based on their preferences and behaviors. Instead of uniform mass communication, the system tailors message content, timing, and channel selection to individual customer characteristics, thereby maintaining high receptiveness while managing communication volume effectively.
Solution Approach 2:
The system performs preliminary actions by analyzing customer data, identifying preferences, and selecting optimal communication channels before sending messages. This advance preparation ensures that communications are targeted and timed appropriately, increasing receptiveness without requiring increased volume.
3Measurement precision
If marketers track customer behavior across multiple platforms to improve targeting, then the precision of customer identification is improved, but the complexity of data management and coordination increases
Solution Approach 1:
The patent merges data from multiple advertising platforms into a unified view through the marketing platform. By consolidating customer information, preferences, and behavior data from various sources into a single coordinated system, the patent achieves high identification accuracy while managing complexity through integration rather than separate management of each data source.
Data Source
AI summary
In a method for communicating information about a service or product, a record can be retrieved from a database storing records of communications related to a second entity. The record can include information related to an identity of a first entity. The first entity can be defined, at a processor and based upon content of the record, as a member of a set designated to be sent the information about the product or service. The first entity can have previously engaged in a first communication related to the second entity. The second entity can be associated with the product or service. A second communication, which can include the information related to the identity of the first identity, can be sent from the processor to an advertising platform. A third communication, which can include the information about the product or service, can be sent from the processor to the advertising platform.