Article

Colin Grieves
Colin Grieves 19 December 2016
Categories Customer Experience

Going Back to the Beginning with ‘People Based Marketing’

People based marketing is a phrase popping up more and more frequently in the industry. The common initial understanding of the saying is a marketing campaign that focuses on people, the customers.

But this implies that marketing hasn’t always been about people – an alarming thought. The industry has arrived at a point now where it’s seen as ground-breaking  to view the ‘subjects’ messages are served to as something new. That something being people. This can be attributed to the entire industry’s move to an online environment – an unavoidable transition.

At its very core, marketing has always been about knowing how to successfully engage customers. Small businesses in particular have been masters of this through direct communication with their customers, a tactic which helps them identify exactly where their interests lie.  But when we made the step into the digital world, that approach became more difficult to maintain, particularly in larger organisations where customer contacts are in the thousands.

The challenge derives from Cookies and device IDs. They exist to enable the provision of content, not to help marketers better understand their audience.  

This divide stems from the opposing requirements of online media consumption. The first rule for every digital marketer is to make sure consumers never have difficulty accessing a website, so unnecessary logins or other hurdles should be avoided. Few things are more likely to put consumers off.

It’s when we think about privacy that the root of the problem becomes clear. A gap between the individual and the device/cookie.

An evolving market

The proliferation of devices and the need to engage consumers across platforms are making marketers’ jobs more difficult. It’s not as simple as one person, one device anymore. Marketers have to join up behaviour across multiple devices.

It all starts with data. The robustness and comprehensiveness of the information being used is key to building a 360 degree picture of customers. Just because someone is browsing for luxury cars, it doesn’t mean they’re in a position to buy one, for example.

The same applies when we think about the world of finance. You don’t want to market credit cards to people who don’t meet the eligibility criteria. Not only will it impact your marketing performance, it’ll also compromise your relationship with your customers, and their perception of you. No-one will be pleased if they click through to then be rejected.

Advancements in technology have put many marketers in a situation where they’re guessing who they might be reaching - a far from ideal approach. 

To really achieve ‘people-based marketing’, touchpoints need to be joined together so people are seen as more than each individual, separate interaction. People are about much more than the information marketers can gather through their channels, regardless of how well aligned they are. So marketers, it’s time to step up to the challenge and build an audience base that can be targeted and measured, regardless of channel.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 2017
Read more