Three Strategies for a People-Based Marketing Strategy

September 14, 2017 Anne Curtin

​Is your organization moving to a people-based approach? People-based marketing is the ability to target real people across channels and devices using a persistent identity. It’s an approach that enables marketers to deliver more relevant and coordinated content, messages and offers that enhance the consumer experience, and in turn, drive greater returns.

A recent study found people-based marketing “has become a strategic imperative for virtually every brand,” with 92 percent of marketers saying that the inclusion of people-based tactics in digital marketing is “vitally important.”

​But while the benefits are clear, capitalizing on the opportunity remains a key challenge—with data fragmentation, identity resolution and omni-channel consumer views cited in the study as major roadblocks.

92 percent of marketers say people-based tactics are “vitally important.”

So how can marketers overcome these hurdles and deliver on the promise of people-based marketing?

​In my recent MarTech Series column, I recommend three key strategies to set your organization up for success.

​1. Break Down Silos

To successfully implement a people-based marketing strategy, brands must break down technical and operational silos in which marketing functions are managed separately by different internal teams, and advertising is managed by one or more external agencies. When channels and tactics are managed and measured in silos, it’s impossible to holistically assess performance, or track the consumer journey from first exposure to final conversion.

2. Target Individuals, Not Cookies

Unlike cookies, people-based marketing gives marketers the ability to target real individuals that are linked across digital, mobile and offline environments using a unique identifier. Without a single, 360-degree view of each individual, marketers can’t deliver relevant, coordinated communications across their preferred channels and devices.

3. Optimize Omni-Channel Experiences

​A people-based marketing strategy prioritizes how brands connect and engage with customers and prospects in each phase of their journey. To optimize their omni-channel experiences, marketers need smart technology that combines audience data with tactical marketing performance.

​With this insight, marketers can better understand their customers and prospects and how they respond to individual touchpoints along their journey. It’s the first step to creating more compelling, connected experiences while making smarter investment decisions.

A New Approach

​There is a growing awareness that marketers must rethink their traditional approaches. Instead of siloed marketing and advertising channels, we must refocus at the level of real people. This means having the right technology to produce effective and actionable people-based intelligence.

Learn more about each step here in my Martech Series column: Three Steps Toward a People-Based Marketing Strategy


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