Problem: LG Electronics is a brand looking to be number 1 in the US home electronics and appliances market. Its brand TV advertising was performing well but there are many other touchpoints, particularly retail experiences, that are important to the final purchase decision.
Approach: Using continuous Experience Tracking since the beginning of 2010, LG has been able to understand the role and persuasiveness of each touchpoint along the customer journey. This has highlighted the importance of Online and In Store experiences at the moments close to purchase and Seeing in Someone’s Home at the beginning of the journey.
Action: LG has used the data to determine the success of investment in retail and digital marketing initiatives and to track its performance on key metrics against its competitors to take quick action when required. Benchmarks are also in place for all above the line communications to understand how every element of a campaign is working.
For further information please click here for Pervasive and Persuasive, a paper jointly written by LG and MESH for the ARF Re-Think Event in 2010.