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Wednesday, November 18, 2009


Marketing Control

Marketing strategies are becoming more and more personal nowadays. Company's like Dunkin Donuts are testing out this new age of technological marketing, by tailoring promotional ads towards specific consumers based on what they purchased. Dunkin Donuts has teamed up with YCD Multimedia to experiment with consumers "on in-store digital screens based on items that the customers have purchased". For an example:

"When a consumer picks out a shampoo for a particular type of hair, for instance, the screen recommends the most appropriate conditioner or other hair products" .

Emily Steel, “The Ad Changes With the Shopper In Front of It,” 2008

Advertisers are definitely spending more money on in-store ads because of the pressure the economy is in. However, it also can result in a waste of time and money because most consumers don't really acknowledge these ads, maybe if it mentioned getting something for free. YCD Multimedia and Dunkin Donuts are looking to succeed with this strategy, which is still in the works.

"YCD Multimedia, is in the midst of deploying facial-recognition technologies that can classify people into certain demographic groups by identifying their approximate age and their sex".

In addition this type of marketing can also help company's like Dunkin Donuts keep control of their inventory.

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