Driving Purchase

3M Air Purifiers is facing a stiff challenge in India. The category is not established in the country and
hence consumers have a lot of doubts related to the usefulness and the efficacy of Air Purifiers. For
this high involvement product, 3M wants to understand how can retargeting be used to drive
purchase for users who are interested, but don’t end up buying.

1. The objective of this exercise is to suggest changes to the 3M website so as to be able to

know that a user belongs to a specific segmentbasis their activity on the website, and then
retarget them later on with relevant communication.

a. What are the different segments that are relevant for 3M’s air purifiers?
b. What are the needs/fears of these different segments? What keywords do they use
to search for these needs/fears?
c. Create a Customer Decision Tree for the consumers that are coming to the 3M
hosted product pages. The tree should showcase different retargeted
communications to different people, so as to resolve their specific fear.
d. What communication would you utilise to convince the different segments to buy
3M Air Purifier?

2. What other ways can be used to know that a particular consumer belongs to a specific
consumer segment?
3. How would you go about creating a Custom/Lookalike Audience on the Facebook Business
Manager for 3M’s Air Purifier?