Hierarchical Marketing System for Micro-Nano Customization
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Solution Overview
Problem
Current marketing and advertising technologies fail to effectively integrate local and subjective marketing decisions under a universal branding umbrella, leading to inefficient use of resources and limited consumer engagement, as they often rely on 'one size fits all' approaches that do not account for micro or nano-level consumer preferences and local market conditions.
Innovation Solution
A system and method that enables seamless integration of budgeted resources across the advertising campaign hierarchy from macro to nano levels, allowing for localized control and feedback, using AI to optimize media buys and advertising delivery based on real-time data and consumer insights, while ensuring secure and confidential access to budget information and resource pooling.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Area of stationary object
If mass market advertising campaigns are used to reach millions of consumers, then broad market coverage is achieved, but consumer engagement and relevance are reduced due to one-size-fits-all approach
Solution Approach 1:
The patent segments the advertising campaign into multiple hierarchical levels (macro, micro, nano) allowing different degrees of customization. Macro level provides broad market coverage while micro and nano levels enable localized adaptation to specific consumer segments and individual consumers, thereby maintaining both wide coverage and high engagement
Solution Approach 2:
The patent implements local quality by allowing advertising content, timing, and delivery to be customized at local levels (micro for geographic regions, nano for individual consumers) while maintaining overall campaign consistency. This enables relevant, personalized advertising experiences that enhance consumer engagement without sacrificing broad market reach
2Adaptability or versatility
If localized marketing decisions are made at micro and nano levels to improve consumer engagement, then advertising relevance increases, but resource efficiency decreases due to lack of centralized coordination
Solution Approach 1:
The patent merges centralized macro-level campaign management with decentralized micro and nano-level execution. The hierarchical structure allows local decisions to be made within the context of overall campaign strategy, ensuring resource efficiency through coordinated planning while maintaining advertising relevance through localized customization
Solution Approach 2:
The patent implements feedback mechanisms that allow real-time monitoring and adjustment of advertising campaigns across all levels. Local performance data feeds back to macro level for optimization, enabling resource reallocation to high-performing segments while maintaining overall campaign coherence and efficiency
3Speed
If instantaneous advertising insertion is used to contact consumers at the moment of need, then responsiveness to consumer actions improves, but local retailer expertise and feedback are bypassed
Solution Approach 1:
The patent creates an asymmetric relationship in the advertising hierarchy where macro level provides instantaneous insertion capability for rapid responsiveness, while micro level retains authority over local execution and retailer feedback integration. This asymmetric structure allows both speed and local involvement to coexist by assigning different functions to different levels
4Adaptability or versatility
If micro level customization is implemented to tailor advertising to local conditions, then consumer relevance improves, but campaign complexity and cost increase significantly
Solution Approach 1:
The patent implements a dynamic hierarchical structure where the level of customization at micro and nano levels can be adjusted based on campaign objectives, budget, and performance. This dynamic approach allows the system to scale complexity appropriately - using full customization only where needed - thereby managing overall campaign complexity while maintaining necessary adaptability
Data Source
AI summary
A method to implement and simultaneously managing at least marketing content, marketing budget, and marketing delivery consistent with a brand marketing strategy of a brand owner across multiple sub-entities that includes at least the steps of: providing a remote computer server system accessible via a network and containing a database of marketing fields; setting up a marketing management portal for the macro entity brand owner where the setup input includes at least a unique URL for the marketing management portal and one or more fields that are to be selected by the setup user and used in connection with the marketing management portal that thereby define the set of marketing portal fields; providing a plurality of preapproved advertising campaign options to various users; selecting a delivery method for the advertising campaign using the marketing management portal; and executing the advertising campaign without further input from the user with credentials.