What is people-based marketing, and how do marketers make it a reality? The sixth edition of the Marketing Imperatives spells out the answers.
As marketers, we have long benefited from the power that media and channels provide. We target audiences in our advertising. We tailor creative, messages, and offers to the unique characteristics of each tactic. We optimise our websites, our apps, our call centers, and our direct response marketing. We capture customer data to build lasting relationships and drive advocacy. And we test and invest in new formats, new technologies, and new platforms – to connect with customers as their behaviors evolve.
Today, we are moving toward true people-based marketing, innovating and creating more intimate moments with our customers. But we find ourselves burdened by increasingly fragmented marketing landscapes filled with platforms that don’t talk to each other, programs that overlap or compete with one another, and metrics that fail to help us identify competitive advantages or overall customer and business value.
Technology is giving modern marketers the ability to put into practice what direct marketers have done for years – marketing to unique individuals. We can now create more meaningful moments than ever, across every channel, every device, at any point in time – all uniquely designed for a specific, real person. This leaves many marketers asking an awkward question: “how do I do it?” The good news is there is an answer.
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What is people-based marketing?
People-based marketing (PBM) is a holistic approach to managing marketing interactions to known individuals with a focus on maximising customer lifetime value in a hyper-mobile world. With the precision of moving beyond cookies to real people, PBM represents the future of audience addressability, personalised experiences, and brand loyalty over time. The pinpoint accuracy of syncing and measuring data through inbound and outbound channels, enabled by the rapid advancement of technology, puts people at the center of brand strategy and success.
Learn More About the Imperatives
We recently hosted three webinars - one around each Imperative - and you can view them on-demand:
Imperatives Overview: The Activation of People-Based Marketing
Make your advertising addressable
World-class marketers are seizing the opportunities that media platforms now provide – targeting customers one-to-one, efficiently, and at scale.
Personalise your customers’ experiences
Data-driven marketers are taking advantage of the decisioning power technology provides to deliver more meaningful, relevant moments.
Manage relationships over time
The modernisation of CRM and loyalty programmes helps brands improve their understanding of lifetime customer value and prioritise marketing investment.