What Is People-Based Marketing?
People-based marketing seeks to understand customers as individuals and deliver tailored content and experiences that meet their needs. It is based on the idea that customers can be segmented and targeted according to the data they provide. This data can include demographic information, location, purchase history, website behaviors, and other factors. This data allows marketers to identify which individuals might be interested in certain products or services and target them with more relevant messages. People-based marketing is the most effective strategy for generating leads.
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People-based marketing also leverages technology such as artificial intelligence (AI) and machine learning (ML) to better understand customer behavior and create automated campaigns. With AI and ML, marketers can collect and analyze large amounts of data quickly and accurately to identify patterns in customer behavior. This helps them tailor their campaigns for maximum effectiveness.
People-based marketing is quickly becoming the most effective way for brands to reach their customers. It is an essential part of any digital marketing strategy and can lead to increased engagement, loyalty, and ultimately sales. By understanding your customers better and providing them with personalized experiences, you can build long-term relationships and drive growth.
How to Build a Successful Person-Based Marketing Strategy?
People-based marketing is the practice of connecting with your customers on a personal level by targeting them based on their individual preferences and interests. By recognizing the individual needs of your target audience, you can create tailored, engaging experiences that foster a deeper connection between your business and your customers.
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In order to effectively implement a people-based marketing strategy, it is essential to understand the different methods available to you. Here are five steps to help you build a successful people-based marketing strategy:
1. Targeting the right people on the right devices at the right time : The first step in any marketing plan understands who your target audience is and what they are looking for. Gather data about your customers, such as demographics, buying habits, and interests, to get a better understanding of who they are and what they need from you.
2. Identify Your Goals : Once you know who your target audience is, you can determine what your goals are and how you will measure success. Do you want to increase website traffic or generate more sales? Set measurable objectives and track your progress over time to ensure you are meeting your goals.
3. Leverage Technology : People-based marketing requires the use of technology to collect and analyze customer data in order to accurately target individuals. Utilize tools like web analytics, customer relationship management (CRM) software, and marketing automation software to get a better picture of your customers and how to reach them.
4. You Deliver Relevant, Personalized Ads : Once you have collected and analyzed customer data, you can begin to develop personalized content for each individual customer. Create emails, social media posts, ads, and other content that speaks directly to each person’s needs and interests.
5. Measure Your Results : As with any marketing campaign, it’s important to track the results of your efforts. Measure engagement levels with each piece of content, along with website traffic and sales, to determine what’s working and what isn’t.
By following these steps and leveraging the right technology, you can build an effective people-based marketing strategy that resonates with your customers and helps you achieve your goals. Keep in mind that people-based marketing requires ongoing effort and adjustment; be sure to monitor your results regularly and adjust your strategy as needed.
The Role of Data
When it comes to people-based marketing, the most powerful tool in your arsenal is customer data. Having access to accurate, up-to-date customer data can help you better understand who your customers are and what their preferences are. This type of information will enable you to tailor your campaigns and strategies in order to meet your customers where they are.
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When considering the types of data available to you, there are three main categories: first-party, second-party, and third-party data. Let’s explore each of these in more detail.
First-Party Data — First-party data is any data collected directly from your customers. This could include customer contact information, demographic data, purchase histories, or website behavior. This type of data allows you to target potential customers and build a more personal relationship with them by creating tailored messages that they can relate to.
Second Party Data : — Second-party data is any data collected from another business or organization that is similar to yours. This could include insights from an affiliate or partner’s customer base that may be similar to yours. By leveraging second-party data, you can gain valuable insights into customer behavior and preferences that you may not have been able to access on your own.
Third Party Data — Third-party data is any data collected from external sources such as market research firms or public databases. This type of data can provide valuable insights about customer behavior, preferences, and trends that can help inform your marketing efforts.
Expand Your Customer Data : — People-based marketing relies heavily on having access to the right data. It’s important to keep in mind that while first-party data is incredibly useful, it’s also limited. Expanding your customer data to include second- and third-party sources can help you gain an even deeper understanding of your customers and what they need. This will allow you to tailor your messaging and strategies more effectively, which in turn can help drive better results.
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Where Do I Start With People-Based Marketing?
People-based marketing is a powerful tool that allows you to reach and engage with customers in a more personalized way. The idea behind it is simple: meet your customers where they are, rather than waiting for them to come to you. By doing so, you can increase customer engagement and loyalty, drives more sales, and strengthens your brand reputation.
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Top 5 People-Based Marketing Platforms
When it comes to People-Based Marketing, there are plenty of great options available. Here we’ll take a look at five of the top platforms to help you meet your customers where they are.
BounceX — Offers a People-Based Marketing cloud and is the first new revenue channel with scale in ten years. Their proprietary identification technology allows marketers to convert unidentified, high-intent prospects into buyers by sending the right message at the right time on any device.
Acxiom — Enables People-Based Marketing through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI, through identity resolution that helps connect data to consumers in a privacy-compliant way.
AppNexus — Has partnered with LiveRamp, MediaMath and several others to create a people-based framework for advertisers who want to use programmatic ads outside Facebook and Google. The consortium allows AppNexus to make people-based marketing widely available within programmatic channels.
LiveIntent — Knows that brands need to be present wherever their customers are present. They say that their people-based solutions empower brands to ensure they have a true relationship with their customers, and helps you to never treat your best customers like strangers and always treat strangers like your best customers.
Targeto — makes it easy for you to manage marketing across a whole suite of different platforms – including Google AdWords, Facebook Ads and Twitter Ads – within a centralized interface. They say they help to establish one-to-one, cross-channel interactions between marketers and consumers, leading to increased customer loyalty, a better customer experience and improved ROI.
By taking advantage of these platforms and leveraging the power of People-Based Marketing, you can be sure that you’re meeting your customers where they are and engaging them in meaningful ways.
How to Implement People-Based Marketing?
People-based marketing is a powerful tool for businesses of all sizes, allowing them to connect with their customers in a meaningful way. By leveraging data and technology, businesses can identify their target audiences and deliver personalized, relevant messaging that will resonate with them.
The key to successful people-based marketing is to meet your customers where they are. Whether it’s on social media, a website, or even an in-person event, you need to be present in the places your customers are already spending their time. This allows you to reach your customers in an authentic way and increase engagement.
Here are a few tips for implementing people-based marketing:
Video content is a great way to engage your audience. It's more engaging than other forms of content, and it's likely that you'll share more videos than you would images or text. Video also has the potential to explain complex concepts in an easy-to-understand way, which makes it useful for marketing campaigns that require an explanation but don't want to write long pieces themselves (like those related to customer service). Finally, video can show off your brand through interviews with people who have worked with you—and this is especially important if you're trying to attract new customers!
1. Personalized Approach : One of the most important aspects of people-based marketing is creating personalized experiences for your customers. By collecting customer data, such as purchase history and preferences, you can tailor messages to each customer that make them feel appreciated and understood. This will help build a stronger relationship with your customers, which can lead to increased loyalty and higher conversions.
2. Create Better Content : Once you have a better understanding of your customers’ needs and interests, you can create content that resonates with them. This could include tailored emails, blog posts, videos, or other forms of content that speak to their unique interests and challenges. When customers feel like you are speaking directly to them, they are more likely to engage with your brand.
3. The Right Media and the Right Time : People-based marketing isn’t just about creating better content—it’s also about making sure it reaches the right people in the right place at the right time. Leverage marketing automation tools to send the right message to the right person, based on the data you have collected. For example, if someone has expressed interest in a product, you can target them with an email that contains relevant information about the product.
4. Unified Marketing Measurement : People-based marketing requires you to track different types of metrics, such as customer engagement and conversion rates, to measure success. Use tools such as analytics dashboards to measure the performance of your campaigns so you can adjust your approach as needed.
People-based marketing is an effective way to build relationships with customers and drive growth for your business. With the right strategy and tools, you can create a personalized experience for your customers that will keep them coming back for more.