Forbes – People Based Marketing

Julian Mitchell (Forbes Contributor) tells the world that minimalist marketing strategies are key to brand survival in 2018. Prospects have had enough of email bombardment and need to be addressed on an individual basis – relevant the their individual interests. Prospect interaction must be non-intrusive and an overall enjoyable experience.

Here’s an extract that highlights the benefits and future trends of our technology

How does this technology make brands smarter marketers and what are the keys to effectively reaching today’s digital consumer? 

Ryan Urban: This technology advances the industry in three ways:

1. Helping Clients Understand Their Audience On All Devices 

For many, cookie marketing is still the gold standard of identification. But, in the age of personalization, it’s time to move away from the half-baked tool. Brands must understand how to market to actual humans, not just their trail of computer crumbs. The first step in executing a PBM campaign is getting users to self-identify. Well-timed email capture techniques with relevant messaging can help you identify more than half of your traffic. Then, brands can spend ad dollars more efficiently, collate a smart view of your customer and track them across their smartphone, computer, tablet and any other device they may use — an imperative step as 40 percent of consumers use more than one device in the conversion process.

2. Humanizing Brands To Connect With Real People

A crucial part of an excellent PBM strategy is understanding intent through digital body language — the same way a person’s body language dictates their interest while shopping at a brick and mortar — and examining how they react to different kinds of products and messaging. Have they zoomed in on certain products? Checked out sizes and colors? Highlighted a product name to comparison shop? These all indicate intent to purchase or abandon the site, and they all represent a good reason to engage with this consumer.

3. Sending The Right Messages At The Right Time

To successfully execute email campaigns, marketers must connect each visitor’s digital behavior across devices in real time. When a user visits a category or a product page, the email they receive should reflect that. Whether they add an item to their cart, consume a specific piece of content or make a purchase — all of those behaviors demand separate, uniquely designed emails. The unspoken truth is that nobody wants impersonal contact, no matter the format. We all want to feel special, unique and cared for. Behavioral, people-based marketing does just that. As we move into this user-centric marketing ecosystem, everything that brands do must start and end with the user in mind or they must be prepared to face significant losses.

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