How to use people-based marketing to improve your marketing mix and expand your efforts.
Find out what people-based marketing is and how it’s affecting the digital marketing landscape.
More and more marketing has become digitized. Not only are most efforts focused on creating digital assets, like banners, social media ads, and other digital media, but its success is also tracked in a more measured way. Successful campaigns are measured in clicks, in sales, in data and metrics that can be reported through digital analytics.
There is a current push in the digital marketing sphere that is helping the streamlined, measurable accuracy of digital assets that so many marketers are drawn to, as well as the traditional psychological marketing measures that traditional marketing methods have relied on for decades, including persuasive writing. It’s called “people-based marketing” and it’s an incredibly valuable part of a marketing mix strategy.
What is people-based marketing?
Huffington Post defines people-based marketing as a breakthrough that “lets us more accurately show ads to users for products they want when they’re most interested in seeing them. It’s also referred to as cross device marketing, which is delivering targeted ads across digital devices.” It allows a personalized experience to be delivered to the specific devices people are using every day.
People-based marketing not only uses a person’s preferences and previous online interactions to target users most likely to convert, it also helps companies target users on all the devices they use. If they view a website on their phone but fail to make a purchase, they can see an ad reminding them they abandoned their cart or viewed certain items when they log onto the web on their tablet or desktop. This is an extremely helpful tool for businesses to help keep their company top of mind in their potential customers.
How people-based marketing can help your business
People-based marketing ensures that marketing and messaging is reaching the same person, no matter what device they’re using. James Paine says that technology works for marketers by using different data points to confirm a users’ identity.
“The verified identities established on social platforms or in CRM databases need to be linked to mobile devices like smartphones and tablets. Cross-device identification makes this possible by knitting together deterministic data (logged-in interactions, device ids, email addresses) with known individual data and with probabilistic data, which links together known data points with educated suppositions. To accomplish cross-device identification, marketers must learn to depend on first-party data – such as Facebook logins and information stored on CRMs – rather than on third-party data like cookies and tracking pixels,” Paine says.
To gather all this data and then push out advertising based on identifying that user, marketers need to use demand side platforms. These tools can help businesses do their best people-based marketing and reach individuals instead of just devices.
This kind of next-level retargeting and personalized advertising is helping businesses not get lost in the content-saturated digital world. Using people-based marketing strategies and software can enhance a company’s marketing mix elements to be more than just a standard digital advertising package of paid search and social media. With people-based marketing, digital marketers have a chance to cut through the noise of constant random ads and reach their target customers throughout their consumer journey with personalized content.
Has your business used any kind of people marketing in your marketing mix? Have you seen results in personalizing and retargeting your messaging?