BUS M 300 1st Edition Lecture 21 Outline of Current Lecture I Current Situation II Bride Changes in Generations III Why Email IV Predictive Customization V What Happened Current Lecture I Current Situation a Brides are now waiting to marry b They have less money c There are many generational differences d Brides are now focusing on career e The recession II Bride Changes in Generations a Baby Boomers i Most educated b GenX i Accustomed to change diversity c GenY i Tough economy These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute ii High maintenance iii Trophy generation d GenZ i Tech centered e Implications from GenY i Internet based marketing ii More affordable products iii Highly trained employees III Why Email a Purchase Conversion Funnel i 99 visit website ii 75 register iii 50 visit iv 35 buy b 1st point of contact c Primary conversion vehicle d Low cost IV Predictive Customization a Implementing optimal messaging based on prior behavior much better lifetime value 6 b Click 1st email rational c No planning tool no click 1st email emotional d Planning tool no emails e Brand messaging debate i Investors of advertising believed in rational advertising V What Happened a Changed introduction of DB to brides b Implemented champion challenger program strengthen relationship developments c Market share up 10 Rev 72 EBITDA 11
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