In recent years, consumers have quickly come to expect a certain level of personalization when interacting with a particular brand. There are many touchpoints that lead someone to make a purchase, and today鈥檚 consumers expect brands to make relevant recommendations based on their personal shopping history.
At the same time, data privacy is a mounting concern across industries, with many compliance standards and regulations being put in place to keep user information protected. Let鈥檚 take a look at how organizations can leverage people-based marketing to deliver personalized customer experiences amid an increasingly private data landscape:
People based marketing takes a more personal approach to marketing, allowing brands to customize messaging and deliver campaigns at optimal times. The key to people based marketing is to focus on each consumer as a unique target, instead of segmenting them into broad audience groups.
People- based marketing uses customer data from both online and offline sources to create detailed, rich customer profiles. Brands use this data to determine important outcomes, like sales by each individual person over a certain period of time, patterns of media exposure, and the entire customer path-to-purchase This helps them to gain insights on what drives awareness, positive brand equity, sales, and advocacy.
For online data sources, people- based marketing reports customers鈥� behaviors and brand preferences in response to messages and placements across every marketing touchpoint. It also examines the synergies across media at the individual level, unlocking opportunities to optimize targeting, media placements, media mix, and message rotation. For offline sources, people-based marketing delivers insights for individual customer segments, by examining how they interact with specific messaging, such as the TV network it was featured on or which daypart a message was shown in.
In this way, people- based marketing helps brands view customers as individuals, enabling hyper-personalized targeting and engagement for deep, meaningful connections. This type of personalization is quickly becoming a necessity for effectively winning customer loyalty; of consumers say they are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations.. Personalization also has an enormous impact on the bottom line:
Personalization shows customers that brands understand their unique interests and pain points, as well as the online and offline channels they prefer across the marketing mix. The advanced form of personalization is people-based marketing, which can track customers across devices to give them personalized experiences at times they are likely to convert.
People- based marketing takes a more personalized approach to multichannel and cross- channel marketing, because marketers need to be able to tailor personalized messages to clients and prospects across channels.
Multichannel marketing - through which users leverage different channels such as online, in-person, call centers, and more to independently communicate and purchase - requires personalization because each channel acts as its own unique entity. Therefore, because there is no communication between channels during the customer journey, customers need to have new, excellent, well-targeted experiences on each platform to lead to conversion.
With cross-channel marketing, customers鈥� activities are connected throughout their buyer journeys. A customer鈥檚鈥� experience online, in-store, on the phone, and more are linked, and should build off of one another to guide customers towards the point of purchase. Personalization is key here as well, since each interaction needs to include specific information from previous touchpoints.
People-based marketing helps enable successful multichannel and cross-channel marketing by giving brands a deeper understanding of customers鈥� media mix patterns and preferences. They can then use these insights when structuring future hyper-personalized campaigns.
As we move toward a cookieless world, many organizations must consider how they can continue collecting valuable insight into customers while maintaining compliance with emerging regulations. People-based marketing offers numerous benefits that help combat this challenge, including the following:
In order to get started with people based marketing, your company must have the following in place:
First party data is the best type of data to work with, however, to fill in the gaps, consider working with a vendor who has key relationships with media providers & other industry partners to get you the first party data your team needs.
A people based approach requires companies to create connections with prospects and customers using real data-driven marketing, and then make decisions based on it. To be able to do so in an efficient manner, companies need a sophisticated marketing measurement and attribution platform.
A marketing measurement and attribution platform takes aggregate and person-level customer data and attributes activity to media mixes, messages, and more, all while considering broader marketing context and external factors. This allows marketers to take a customer-centric approach and optimize campaigns to be most impactful for individual consumers based on their unique preferences.
Additional benefits of a marketing measurement and attribution platform include: