People-Based Marketing

What is People-Based Marketing?

follow Identity resolution, the power to connect data sources and identify individuals across multiple digital devices, provides an omnichannel view of consumers and enables the practice of people-based marketing. And while the phrase “people-based marketing” is new (it doesn’t yet appear in Wikipedia), its application will most likely dominate creative and media strategies for years to come. Media is experiencing an age of enlightenment due to new data connections. The big data of the 1990s is becoming even bigger. Through advanced data connectivity and capacity, marketers now have a better understanding of their media targets. Looking at what people are doing right now, like the early days of clickstreams and keyword searches, is being replaced. Integrated data from multiple sources that combine the past and present of consumer behavior into an instantly targetable audience of one is changing the way marketing gets done. And that’s just the beginning.

People-Based Marketing Reaches Beyond Consumers

There’s a tendency to assume people-based marketing is purely a direct-to-consumer targeting strategy. It’s not. The data used to resolve identities isn’t limited to consumers. Data management platforms can now link device IDs to cookie data, IP address data, mobile data, product preferences and purchase behaviors. So when a consumer and business database have access to the same device IDs, the data can be linked, allowing marketers to reach across the consumer-business divide to paint a more comprehensive portrait of B2B marketing targets.

People-Based Marketing Offers Endless Creative Possibilities

As you’d expect, the ability to speak to B2B targets on a personal level opens up a whole new world of messaging strategies. Marketers can engage business people by incorporating personal interests into their marketing communications to build engaging messages through a shared perspective. Imagine the use of sports metaphors in B2B email marketing campaign to sports enthusiasts to create affinity or dynamic display advertising that marries the right image and text based on the personal interests of each B2B target. And with the development of addressable TV, we’ll soon see ads that are unique to our interests, even for highly targeted, business-related products and services. Through place-based targeting, marketers can serve ads based on where people are currently, as well as where they traveled throughout their day. A “day-in-the-life” story will move from being a description of consumers to an active, executable media strategy.

People-Based Marketing Enables New B2B Media Channels

Linking business and consumer data through identity resolution allows B2B marketers to serve highly-targeted display advertising across multiple devices to increase the reach and frequency of B2B marketing. All that’s required is a company URL, business ZIP code, and the titles or job functions of the people you want to reach. Marketers can then run ongoing campaigns to maintain top-of-mind awareness among their key prospects or use short bursts to raise awareness before outbound sales efforts like cold-calling to create a more receptive audience. Businesses engaged in content marketing programs can use account-based display ads to ensure their best prospects are aware of their content, even if they lack social media reach or an opt-in email list.

People-Based Marketing Gives You an Edge

Through a people-based marketing approach, you reap the benefits of data connectivity, including:

1. Deeper Audience Insights

With more data available than ever before, marketers can gain powerful insights into their consumers’ interests and how they engage with all kinds of media platforms.

2. More Engaging Communications

When you truly understand your audience, better messaging will follow. You’ll improve the customer experience and your bottom line.

3. Improved Media Performance

Understanding how and when individual consumers utilize different media channels will increase the ROI of your media investments.

4. Shorter Sales Cycle

Providing the right message to the right person at the right time builds deeper relationships and delivers more sales in less time.

5. Waste Less Time and Money

Bots are great at building fake clickstreams that fool advertisers into paying for worthless media. People-based marketing ensures that you are reaching real, individual users with their unique mobile device IDs and consumer profiles.

Additional Resources

People-based marketing will drive the future. Here are a few additional resources to prepare you for the ride: SUBSCRIBE HERE

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