The Manual to People-Based Marketing

Introduction:

Let’s begin by admitting that we, as Marketers, have been distracted in recent years. Our marketing strategies have been muddled by the overwhelming technological advancements and emerging channels available to boost our brands.

As a result, our marketing teams have been focused on creating optimized digital experiences while siloed between the various marketing channels we rely on to up the bottom line for our businesses.

We have a team devoted to email marketing, one focused on paid media, another dedicated to our retargeting ads program, possibly a fourth team committed to the on-site customer experience, and so on and so forth.

At the end of every month, every quarter, and every year, we look at how each of these siloed teams and their channels perform to assess the state of our marketing programs. Just think of the analytics – each row represents the success or failure of one of those channels.

I’ve got news for you, my friend – this approach to marketing is not cutting it. It’s outdated and it’s in dire need of rejuvenation.

The reason: We’re living in a new world – a world where the notion of different marketing “channels” has been replaced by concept of individual human “connections”.

What does that mean? It means times have changed.

We’re no longer browsing on a single device. We switch from laptops to tablets to desktops to phones, and depending on the device, we interact with different browsers. Likewise, we’re no longer stuck in a single marketing channel – we’re privy to TV ads, emails, Facebook Ads, social media, etc.

Our devices, our methods of consuming information, and our mechanisms for making decisions are constantly changing, and they’re only going to continue to evolve as technologies advance.

Throughout these changes, however, there remains a single constant – the human, the physical person switching between those devices and browsing across those channels – and she’s there to stay.

Introducing People-Based Marketingthe one connection to rule all channels, devices and browsers.

People-Based Marketing is a function of Behavioral Marketing that hinges on the notion of “connections” and relationships between your business and the individual consumers engaging with it. Today, our marketing strategies and teams each pertain to the specific channels an individual may be browsing at a particular moment – Facebook, email, Google.

But it’s not about that single moment or two an individual spends on Facebook or in her inbox. It’s about the full experience she receives with your brand across all those moments, and how those moments build into a relationship.

In the multi-device and multi-channel world we’re living in today, it’s too big of a risk to look at your marketing campaigns in a single dimension. You have to look at them through the lens of the least common denominator – the person, the individual engaging with your business across all channels, devices and browsers.

The People-Based approach allows you to do just that – you’ll create ongoing conversations with each individual across every device, every browser, and every channel both on and of your website. Your marketing approach becomes all-encompassing, each channel building on the next and working to guide consumers through a seamless journey to conversion.

By the end of this guide, you’ll understand not only what People-Based Marketing is but where it came from, how it works, and why it’s going to elevate your marketing strategy and unlock more revenue for your business.

Table of Contents:

Part 1: People-Based Marketing, Defined

Part 2: People-Based Marketing, What It Is & Isn’t

Part 3: People-Based Marketing, Why It works

 

*Please note, this is a complimentary excerpt. To unlock the full guide, click here.*

 

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Part 1: People-Based Marketing, Defined

I’ll begin with a definition:

People-Based Marketing enables brands to create a cohesive marketing system, centered around the individual consumer and anchored by the collection of real-time behavioral data combined with first party brand data. With People-Based Marketing, brands can ingest and respond strategically to consumers in real-time across devices and channels, unifying the customer journey, unlocking a new source of revenue and achieving a truly omnichannel business.

In other words, People-Based Marketing, as a function of Behavioral Marketing, brings the intimacy of the brick & mortar store experience to every aspect of your digital business. Based on the digital body-language visitors exhibit and the levels of purchase intent they display, People-Based Marketing nurtures relationships between the business and each of its consumers, guiding those consumers to their highest potential.

Let’s take a look at an example of Behavioral Marketing from the world of retail when SuzieQ takes a shopping trip.

Comic strip depicting Behavioral Marketing in brick and mortar retail stores

In this scenario, SuzieQ is greeted and guided by the sales associate after she shows interest in a product. The sales associate nurtures her interest in the product and encourages her to complete a purchase.

Now imagine SuzieQ shopping online. Let’s see what her experience looks like.

Comic Strip depicting a lack of Behavioral Marketing for online eCommerce shoppers.

This time, while SuzieQ displays interest in a particular product via her digital body language and the distinct actions she takes on the website (making it to a specific product page and hovering over the image), there exists no sales associate to steer her hesitation and bolster her interest in the product.

Enter People-Based Marketing.

With People-Based Marketing, businesses have the opportunity to bring that human element of the brick & mortar sales associate to the internet and their digital businesses. They can tailor the experiences and create consistent communications across every marketing channel – emails, advertisements, the website itself – based on the unique behavioral profile of a single individual. In interpreting and reacting to the digital body language of website visitors, businesses will guide their valuable traffic to the next most productive and profitable action in the journey to conversion.

We’ll begin with an on-site example. Let’s take another look at SuzieQ’s experience shopping online, this time with Behavioral People-Based Marketing in play.

Comic Strip depicting the power of Behavioral Marketing when applied throughout the consumer journey in eCommerce.

Similar to the sales associate in the brick and mortar store, behavioral experiences can animate your website to create conversations with your visitors in order to guide them toward conversion.

Most importantly, People-Based Marketing unlocks the power to continue those on-site conversations via the other channels you’re already using.

Let’s imagine that in the previous example, SuzieQ abandoned the website even with the encouragement of the behavioral on-site experiences. Assuming the store has SuzieQ’s email address, the store can now target SuzieQ with experiences via emails and ads that remind her of where she left off.

Let’s take a look at SuzieQ’s experience.

Graphic that lays out what a People-Based Marketing strategy for eCommerce looks like from the user's perspective.

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Part 2: People-Based Marketing, What it is & isn’t

Since you’ve made it this far, I’m going to assume you have a basic understanding of what PeopleBased Marketing is. I’m also going to assume that at some point while reading that initial section, you thought to yourself, “this sounds sorta like Personalization” or “this is Omnichannel Marketing.” Maybe you even thought, “hey, I use personalization tools or I have a mobile friendly website – I’m ahead of the game here”.

I have 2 responses for you:

  1. Sure, People-Based Marketing sounds like all those other trendy marketing types. It even stems from their core principles. But People-Based Marketing is not Personalization and it’s not Omnichannel Marketing.
  2. You’re not ahead of the game. You haven’t implemented People-Based Marketing on your website. If you had, you wouldn’t be reading this guide.
Click here to unlock the rest of The Manual to People-Based Marketing & learn why People-Based Marketing represents a new top 5 source of revenue for your business.  Unlock the guide >