The last three feet

John Larkin

Describes Decision Point Management, a system for delivering marketing messages at the point of purchase, with full control by the advertiser and measurement of return on the investment (ROI).

The Last Three Feet

John LarkinCentiv Inc.

The next brand frontier is managing the Point of Decision. New technologies promise to bring marketing, sales, and retail in line to compel consumers in the right way, place and time.

There is a way past the media fragmentation that's lowering ROI on marketing and jeopardizing brand futures. It's custom messaging at the Point of Decision. A number of marketers like Island Oasis, Dunkin' Donuts, and Kawasaki are reactivating the tactic of reaching out to consumers with personally relevant messages right when they're about to make a decision. What's new is, they're...

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