The rise of digital media and addressable platforms (read: The black boxes of ad networks) has come at the expense of the engaging and personalized experiences mastered by marketers of the direct marketing era. But that needn’t be the case anymore. People-based marketing is getting a digital makeover.
Marketers can now tap into the power of their own first-party customer data in combination with third-party data from digital audience platforms. This allows the creation of more meaningful customer experiences than ever before—across media, channels and devices. People-based marketing offers an enormous potential to increase ROI, improve lifetime value and ultimately drive competitive advantage. The downside? It’s extremely difficult to implement.
The fifth edition of our Marketing Imperatives series, “Winning with People-Based Marketing,” explores the steps marketers must take in order to capitalize on this opportunity:
1) Enablement: Sets the stage with the data, infrastructure and workflows necessary to perfectly deliver and respond to each customer interaction.
2) Activation: Uses analytical insights to create and manage customer experiences and craft the ideal creative and media plans to move them along the customer journey.
3) Transformation: Looks at how an organization must structure itself to support the idea of people-based marketing as an enterprise standard.
Implementing effective people-based marketing is a challenge. But the tips in our guide are crafted to be a simple outline for marketers who are serious about reaping the rewards of creating personalized experiences for their customers.
