In the present day, people don’t use only one device to browse the internet. They have multiple devices such as mobile phones, laptops, and other touch screens to engage with different products. So, traditional marketing faces a gap in their target audience, as they are using cookies to track customers. Unfortunately cookies only target devices, not the customers.

Another way used was to broadcast the ad across the internet and wait to appear on all screens. These methods took a lot of time and created a gap between marketers and customers. It also made it difficult to reach the target consumers. Therefore, to send the right services to the right people, people-based marketing came into being.

People-based marketing, also known as cross-channel marketing, assists businesses to connect with real people. It is the process of gathering customer data from online and offline sources. It then uses this data to create a complete profile of the customer so that businesses can reach out to them on any device.

It helps significantly in targeting the right people and in engaging them meaningfully. The scope of people-based marketing is not limited as it is useful for all types of industries from retailers to auto dealers and brands wanting to target their users with varied interests. However, marketers need to be aware of and actively apply people-based marketing strategies to grow their businesses.

How Does People-Based Marketing Function?

It functions in three simple stages:

• The first stage is data onboarding. Data onboarding is the process where offline customer data such as their email address, phone number, purchase history, etc., is collected from the business’s database to be uploaded on a people-based platform.
• In the second, the offline customer data is matched with the customer’s online digital information such as browsing habits, social logins, device IDs, etc.
• In the third and final stage, the offline customers are targeted online. However, this process needs audience segmentation and a marketing campaign to target these offline customers. This is how people-based marketing is capable of targeting the most relevant audience with personalized ads based on the online and offline data that will influence them to make a purchase.

How Unique Is People-Based Marketing?

Unlike the technology industry, marketing also tries to advance its way to deliver the best services to customers. People-based marketing is the advanced version of traditional marketing. It can be said that it is the upgraded version of cookie-based marketing.

Reaching the right people to market the products and services and creating personalized ads for its customers adds value to the consumers and generates profits for the marketers. By using people-based marketing techniques, you can very well understand the needs and purchase patterns of your customers.

Types Of Data Used In People-Based Marketing

Data is king. Not a single marketing campaign can yield good results with data. Cross-channel marketing undoubtedly relies on data. To serve this purpose, three are three types of data that marketers need to utilize.

First-Party Data

First-party data is the initial data collected by the team about the customers. This data is dealt with by the company and has been collected as cookies from the app or website.

Second-Party Data

Second data is collected by someone else but the company tends to use it for marketing. This process helps the company to reduce efforts on collecting first data and also, and it’s also cost-effective.

Third-Party Data

The data taken from third-party are from different sources combined together. Mostly, the data is collected from a place that doesn’t have a direct relationship with the customers. Demographic data comes under third-party data.

Benefits of Investing in People-Based Marketing

Today’s users are engaged online across different devices and media. The mere efforts of running mass ads to reach as many people as possible is a strategy from the past. Today users are capable of controlling the way they consume media making it even tougher for marketers to reach them. But people-based marketing successfully solves these issues.

• People-based marketing helps businesses in understanding their target audiences giving them powerful insights into their audiences’ interests and ways to engage with them.
• It helps in creating better content as it can deliver relevant and meaningful ads (based on customer data) on different media platforms.
• It can also significantly help in avoiding ad fraud as it ensures that businesses verify real and individual users with their consumer profiles and unique mobile device IDs.
• It is also the best way to build a long-lasting relationship with customers as it aids in engaging with consumers throughout their buyer journey.
• People-based marketing is also beneficial for understanding how to engage with consumers effectively and helps build campaigns that result in more engagement with ads and generate a higher ROI.

Some Most Popular People-Based Marketing Solutions

In the world of marketing, the role of people-based marketing is huge, from reaching the target audience to providing them with the solutions they need. So, here are some people-based marketing solutions.

Acxiom

Acxiom offers a People-Based Marketing solution that makes marketing possible by linking systems and data in an easy, open manner to create seamless customer experiences. It makes use of identity resolution to link data to customers in a way that respects their privacy.

Livelntent

LiveIntent is a people-based marketing solution that tries to be present in all aspects of where the customer goes. They never treat their customers as strangers but rather ensure to give value to them.

BounceX

BounceX is the first revenue-generated channel that offers People-Based Marketing solutions. They thoroughly adhere to their title tags which are “Market to people, not cookies”. BounceX technology works by sending the appropriate message at the right time across any device.

 Wrapping it up

Today’s customer is very clear and specific about what they want and how they want it and modern-day technological developments have evidently given them the freedom to choose. When a consumer has such controlling power gaining their attention and further driving conversions is now more difficult than ever.

People-based marketing is a ray of hope for marketers to attract the right audience and engage them with relevant and meaningful ads. All they have to do is invest time and effort in meaningfully driving conversions via people-based marketing strategies.