Humans, not devices, should be the target:
Across different platforms and media, consumers are more involved than ever before. To remain relevant, marketers must understand the people that matter most.
The old idea of distributing massive campaigns as widely as possible doesn’t work anymore. With users controlling media consumption more than ever, marketers need to concentrate on people-based marketing.
Putting people at the center of your marketing initiatives will allow you to engage real consumers in a more personal manner. We’ve shared the top 5 advantages of placing people at the center of your marketing initiatives.
1. Understand your consumers better
It is this first benefit that reaps all other benefits that follow.
As data is more widely available than ever before, marketers can gain valuable insights into their consumers’ interests and how they engage with all kinds of media platforms. Marketers can then strategize campaigns accordingly and build meaningful relationships with consumers, which can lead to more successful campaigns and more sales.
The advantage of implementing a people-based marketing strategy is that you can gain a more detailed understanding of your target consumers by incorporating offline (demographic, retail purchases, etc.) and online data (website visits, emails, etc.) Mobile data is now more relevant than any other consumer data.
Customers are always on the go and use multiple devices throughout their day. Whether it be a phone on the commute to work, a desktop at work, or a tablet at home, it’s hard to keep up with them.
Understanding your consumers through the device they use most on a daily basis can be achieved by tracking their mobile activity.
2. Create more valuable content
Your content will be more relevant and helpful to your target audience if you listen to your consumers and analyze how they interact with it.
Through people-based marketing, marketers have the ability to not only deliver their ads on the most relevant platforms, but also deliver relevant content that is based on the ideal consumers they intend to reach.
In an example case, if you know that a consumer is downloading a shopping app, opening emails from that league, as well as purchasing merchandise from a local store, you can figure out his or her fashion enthusiast interests, attitudes, and preferences.
All of this information will help marketers tailor ads that will attract their ideal customers’ attention. A well-written, engaging piece of content increases impressions and clicks, increasing your website traffic and bolstering your overall campaign effectiveness.
3. Waste less time and money on ad fraud
Using people-based marketing, you can verify the authenticity of each individual customer with their unique IDs and consumer profiles.
The ability of advertisers to advance the industry in many ways is inevitable, but one thing is always going to stay that way: ad fraud.
In many cases, ads are delivered to internet bots (or online robots) impersonating real people online, visiting fake websites and generating false impressions. Despite this not necessarily being detrimental to your success, your time and money are wasted on impressions that are not delivered to the right people, or even to actual people. You need to avoid spending money on ad bots that are posing as real people online if you want to maximize conversions and revenue.
Ad impressions that are lost to fraud can be prevented by identifying your ideal consumer and verifying that individual on their primary device.
4. Build a relationship along the way
In people-based marketing, your brand interacts with its customers throughout their purchase journey. You are not just observing the outcome, but rather engaging with them throughout the whole process. Do not interrupt people with interruptive ads. Instead, speak to them where they are interacting most and deliver relevant content based on their interests.
Using this method, you can establish a meaningful relationship with your customer base and establish continuous interaction with prospective buyers. Through a deeper understanding of your customers, tailored content creation, and accurate ad delivery to specific devices, a seamless marketing campaign can be created.
5. Increase ROI
Building campaigns as unique as your consumer means understanding how to engage with consumers more effectively.
You can increase sales and conversions through people-based marketing by reaching out to real people who are likely to respond on certain media or have specific interests.
It is less likely to result in valuable engagement when a mass campaign is delivered to as many people as possible in a non-targeted manner. With all of the above discussed benefits, a targeted strategy and successful campaign can be developed.
Benefit from People-Based Marketing:
As marketers have extensive access to data, and consumers have control over their media consumption, people-based marketing will benefit a connected marketing strategy across all channels.
Combined offline, online, and mobile data enables a deeper understanding of customers than ever before. But the key is to speak to people, not data points. People-based marketing can be effective if you understand how to optimize this humanized approach to data and build customized campaigns based on your ideal consumers.
