September 29, 2017 - by Ginna Hall, Senior Writer, Visual IQ
Few trends have taken the marketing world by storm like people-based marketing. The concept – which represents an industry shift from targeting cookies to targeting real people across channels and devices using a persistent identity – is in direct response to rapidly changing consumer behaviors.
Today’s consumers have more choices and control than ever before, and they expect highly relevant and coordinated experiences from the brands they interact with, regardless of when or where they are taking place.
● 56 percent of consumers feel more loyal to brands that show a deep understanding of their priorities and preferences.
● More than 37 percent of consumers own a combination of smartphones, laptops/desktops, and tablets.
● 87 percent of consumers use more than one device at a time.
How do you know whether each interaction is someone visiting your site three times or three different people each visiting once?
When you can track and measure consumer behavior across channels and devices, you can understand how they’re interacting with your brand and which interactions are generating activity (an online conversion or an in-store purchase, for example).
The rewards are substantial for marketers who can meet these demands and enhance the consumer experience in the moments that matter. But like any new marketing strategy, effectively implementing a people-based approach requires the right combination of people, process and technology.
We asked Forrester Senior Analyst Tina Moffett for her take on the top five questions marketers have about people-based marketing:
1. Why is people-based marketing the next big thing?
2. How is people-based marketing impacting ad tech and mar tech?
3. What role does identity play in people-based marketing?
4. How does people-based marketing change marketers’ measurement efforts?
5. What changes do organizations need to make to be successful people-based marketers?
Download our newest ebrief to find out what Tina had to say about this growing industry phenomenon and the steps marketers can take to meet their people-based marketing goals.
It’s time for marketers to move beyond the world of cookies as consumers come to expect a more relevant, personalized experience. Managing marketing and advertising channels separately, using siloed, channel-specific strategies, tactics, and metrics doesn’t produce the results you need.
Today’s brands compete and win on consumer experience. So it’s no surprise that marketers are rallying around people-based marketing as a way to deliver highly relevant messages to customers and prospects at meaningful moments and drive measurable business results.
People-based marketing is made possible by the creation of a persistent identifier (or ID) that links a person to his or her devices and browsers. With a persistent ID, it’s possible to identity a person across his or her smartphone, desktop, laptop and other connected devices (such as addressable TVs), which allows you to deliver personalized, relevant messages.
When you can identify your customers and prospects as people, not just devices, you can achieve one-to-one people-based marketing in ways that haven’t been possible before. Using this new approach will enable you to boost engagement and conversions, increase customer lifetime value, improve ROI and gain a competitive advantage.