At this point, you have most likely heard about one of the biggest achievements we’ve seen in digital marketing. It’s called people based marketing, and it lets us more accurately show ads to clients for items they need when they’re most interested in seeing them. It’s also known as cross-device marketing, which is delivering targeted ads across digital devices.
Receiving Real-Time Data
People Based Marketing empowers brands to make an interconnected marketing system, based on the individual buyer and anchored by the collection of real-time behavioural data combined with first-party brand data. With People-Based Marketing, brands can ingest and react strategically to purchasers in real-time across devices and channels, unifying the customer journey, unlocking another source of revenue and achieving a truly omnichannel business.
Technology provides present-day marketers with the ability to practice what direct marketers have done for years – marketing to unique individuals. We would now be able to create more meaningful moments than ever, across every channel, every device, anytime – all mainly designed for a specific, real person.
People based marketing represents an industry shift from focusing on devices to connecting with the right individuals at the right time, with the correct message. Instead of focusing on marketing to devices based on cookies, which is fraught with inadequacies. As a result, marketers would now be able to contact individuals over the numerous devices they utilize.
Internet of Things
The biggest driver of people based marketing is mobile. I don’t just mean your cell phone. I mean mobile in the more broader sense – your car, your watch, pretty soon you’re clothing. In the near future, the Internet of Things (IoT) will connect practically every material object to the Web. Also, it offers the possibility to give clients valuable ad in a powerful way that fully respects their privacy expectations.
The people-based approach enables brands to play a dynamic role in communicating with their customers. Without identification, standard behavioural marketing strategies are reactive and limited in their response. People Based Marketing, then again, empowers brands to become omnichannel through a significant shift in business perspective. It’s a perspective that puts clients at the center of the business model and reorients all marketing channels (email, advertisements, web site, stores, application, TV) to revolve around them.
Moreover, by placing the customer at the core of the business, brands will unlock the ability to combine the various fragments of the customer journey through the connection of those same marketing channels.
Digital Marketing Strategies
As with any new technology, there are challenges. People based marketing is especially complicated because of the number of players involved with digital marketing across all digital devices. Creating a seamless approach to track and capture intra-device and cross-device performance; utilize people-based IDs to control ad exposure. In addition, it helps to organize messaging, and upgrade the transformation channel. Also, it makes single user profiles while honouring and protecting security rights will be fundamental to the accomplishment of businesses. People-Based Marketing, depends on people-based targeting, replacing the need for and far exceeding the power of cookie-based data.
Brands unlock a singular view of consumers, one that anchors all of the data to a single email address. Subsequently, brands can automate their marketing approach across all devices and all channels under a single cohesive marketing strategy. The power of People-Based Marketing originates from the fact that it takes a look at the business’ lowest common denominator, the consumer, instead of a particular channel or device.
The significance of protecting privacy rights merits emphasis here. With the windfall of data that mobile delivers to the marketing industry comes a serious obligation to respect clients’ privacy. That person expects stewardship of their data, and we should ensure they get it.
Written By: Ameet Gwalani
Chief Business Enabler