Video Case Meredith Study Example | Topics and Well Written Essays - 500 words

Video Meredith - Case Study Example Another key variable is interest, as this helps define what kind of products they are interested in, as many of the magazines, special interest publications and advertisements are targeted around specific interests. Finally, recent marketing efforts have focused on life events, what factors are changing in the life of the consumer, such as whether they are having a baby or are close to retirement in order to segment the market. Meredith uses survey techniques to get in touch with customers, asking them a wide range of questions including what they do and do not like in the magazines, editorial interests, and where they are in their life. This allows them to build a comprehensive picture of the needs and desires of consumers, their interests and their passion and what they desire in a magazine. The marketing department feels that with the wide range of products now available it is important to have substantial knowledge of the target market. Meredith’s database is large, having 85 million entries, and allows them to reach eight out of ten home owner. As a consequence of this wealth of information, Meredith uses targeted marketing, in particular direct mail to advertise to customers. They use this to send out direct mail offers to consumers on the database that are targeted around this information. Their marketing techniques are very direct, and they prefer to send out a limited number of targeted dir ect advertisements and offers than a large number of broad ones. The direct mail they send is more than simply advertisements, instead the mail contains offers on a large number of products and publications that the consumer is likely to be interested in based on the database information. As a consequence, there is a much higher chance of the consumer responding to the advertising than to non-targeted or mass advertising. Because of their wide database and ability to data mine and analyze the information that is contained within it, Meredith has been