A good advertising campaign must take into account the connection with the client. The people-based marketing o People-based marketing is a type of marketing or advertising that is directed at each individual. assumes a personalization of advertising actions and diffusion in which the channel or device used is not important, but the real person to whom the message is addressed.
People-based marketing: a model based on the needs and tastes of each person…
It is a strategic model based on the needs and tastes of each user. With people-based marketing, the advertisement does not aspire to reach a maximum of people with a similar profile, rather it is directed at a single individual based on the characteristics of their profile and also their preferences.
facebook was who coined the term of people-based marketing in 2014 and popularized the idea that brands could appeal directly to profile of each individual based on data (tastes, interests, characteristics…) that, in addition, the social network obtained without any problem and voluntarily.
… and in behavior
People-based marketing is one of the most effective behavioral marketing models and one that focuses more on objectives. Let us remember that behavioral marketing consists of offering content taking into account the previous actions of users, as is the case with .
Thus, it can be said that people-based marketing combines the data obtained from the behavior of users with the identification of each one of them, which allows brands to be much more proactive when reaching potential customers.
Necessary tools for people-based marketing
To apply people-based marketing, it is necessary to resort to the appropriate technologies. Existing tools like CRM (Customer Relationship Management) or data management platforms DMP (Data Management Platform) that allow to articulate in a correct way a good campaign oriented to the individual.
With these technologies we can know who our potential clients may be or what and when to say something so that a client is satisfied because now they are, in a way, verified identities. Also, tools like Google They allow companies to carry out campaigns aimed at customers in their databases with the addition of knowing their habits, tastes and preferences. All this thanks to the information obtained from your experience as logged in Facebook or Google users.
Thus, for example, in the case of Facebook Custom Audiences, brands can reach customers through custom ads on the platform. With this service, customers’ email lists need only be uploaded directly to Facebook and once imported, advertisers can Specify the right type of users for your campaignseither on the web, on the fanpage or in the app.
In the case of Google Customer Match, this tool will allow you to upload a list of emails and build advertising campaigns according to said users, specifying if they come from Gmail, YouTube or Google. So if, for example, an online cosmetics store has a list of former customers, it can ensure that they show them relevant advertising when they search for a cosmetic product on Google. And all this without depending on a single device or browser.
In addition, in both cases, there is even a derivative of this type of campaign:, which will help you extend the reach of your ads connecting them with more people who want what you can offer.
For example, in the case of Similar Audiences: Imagine that you have created a list of customers who bought running shoes from your sporting goods eCommerce. Instead of helping you reach broad groups of people interested in something as generic as “running,” Similar Audiences will identify people on the list who have searched for “triathlon training” and “buy lightweight running shoes” who have come to your website to make a purchase.
Based on them, Similar Audiences will find other people with a similar search behavior, as in the case of “buy light running shoes”. Lists will be constantly and automatically updated as users change their search activity. Once a user visits a site, they will not be included in the Similar Audiences list again.
5 virtues of people-based marketing
People-based marketing is a trend that is also becoming a pattern pattern for marketers. This is mainly due to the number of advantages that it implies and that we see below.
1. Allows you to better understand the ideal consumer
With more information available than ever, companies can get very valuable data about consumers about their interests and how they interact or behave on their social platforms. Likewise, another of the main advantages of implementing a strategy of this type is the possibility of obtaining a more complete profile of potential consumers by combining offline data (demographic data, purchase transactions…), online data (web visits, login, email) and mobile data.
2. Facilitates the multichannel strategy
People-based marketing allows brands to have a multichannel presence. From this perspective, the customer is at the center of the business model and all communication channels (email, ads, web, stores, app, television) and devices (desktop, mobile, tablet) revolve around them. In this way, brands can respond to consumers in real time by unifying the customer’s online journey.
3. Allows you to create useful and relevant content
By individualizing each user and analyzing how they interact, advertisers have the ability to create content that is more relevant and useful for your target audience. Marketers are no longer limited to spreading their messages massively on the most important social media, but they have the possibility of generating content specific for your potential consumers.
4. Create a real connection with users
personalized marketing prioritize the relationship of the brand with consumers. Not only is the end result (purchase) taken into account, but you interact with the customer during the whole process acquisition. In this way, an ongoing interaction with potential consumers can be established that ultimately leads to a meaningful relationship with loyal customers.
5. Generate a higher ROI (return on investment)
A strategy based on people-based marketing can mean a time and money saver important because we learn to address the right people. In this sense, in the spirit of reaching people who show a greater probability of responding and have specific interests, the campaign can generate more conversions and sales that translates into a ROI (Return of Investment or return on investment) greater.
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