The modern consumer doesn’t just connect with brands via their smartphone or desktop computer. GlobalWebIndex says a typical digital consumer owns 3.23 devices, and MarTech Advisor says by 2030, there will be 15 connected devices for every consumer.
What does this mean for marketers? That it’s more important than ever to target the individual, across the devices that he or she may be used in a given time period. Human connectivity is crucial.
But that human touch is missing from many marketers’ strategies. Here’s why people-based marketing is the future and how you can create that necessary human connection in your efforts.
Because the modern consumer uses a variety of devices, this means they may see an ad on their smartphone, then view a website on their laptop, then actually make a purchase on a tablet. This is multi-channel shopping, which has created a challenge for marketers who are trying to track consumer behavior.
Cookie-based marketing isn’t always effective in this kind of environment since this approach doesn’t “differentiate situations,” as Instapage puts it. With traditional marketing approaches, actionable customer information could be lost if the user isn’t tracked effectively, making each of those valuable connections to your website or products seem unrelated – and leaving you with an underwhelming marketing strategy.
Instead, marketers need to gather customer data from a variety of sources, both offline and online, to create a comprehensive profile that’s sufficiently accurate to better reach customers across devices. Users need to be tracked across multiple channels, which is why people-based marketing is also called cross-channel marketing or multi-channel marketing. It just makes sense—a multi-channel shopper will be the most effectively reached by a multi-channel marketing approach.
The idea is that if a consumer is watching television while engaging with social media on a smartphone, these experiences are able to be linked, producing real-time data that can help companies market to the consumer based on their actual current behavior. This is important, as Consumer Technology Association reported that the majority of millennials (88 percent) engage with a second screen while watching video content.
Cross-device identification is thus a must if marketers want to engage with first-party data, such as social media logins, instead of just third-party data such as cookies, as Inc.com points out.
An effective strategy would be to show consumers personalized ads and experiences across their devices based on their past viewing history and interests, using real ID information. And ID personalization is key – an ad by itself across devices won’t mean anything to a consumer unless it’s actually related to what they’ve shown an interest in.
Over the past couple of years, people-based marketing has proven extremely effective for marketers. Recent data shows that 83 percent of media buyers say this marketing strategy is more effective than traditional campaigns. This is why almost all media buyers (90 percent) have increased their people-based ad purchases over the last year.
According to an Accenture report, 91 percent of consumers are more likely to buy from brands that provide relevant offers to them. Other recent research shows that consumers are much more likely to buy from brands that offer personalized experiences for them.
To stay competitive, it’s important to start implementing a cross-channel marketing strategy. With all the different ways people are marketed to these days, the modern consumer cares about that human touch.
BDEX solutions allow you to implement a people-based marketing strategy that connects you to individuals. Using our cross-device matching service, you can reach the same consumer across multiple channels, whether mobile, direct mail, social media, or other means. We bring you over 800 million mobile-to-email ID connections, making our solution the most comprehensive option out there.
Our real-time targeting tools allow you to get real-time data about individuals so you can implement up-to-the-minute marketing to better reach customers who are ready to buy.
No matter the type of enterprise you run, the BDEX Data Exchange Platform (DXP) allows you to pull together the data you need about individuals. All you have to do is figure out the type of user you’d like to reach, whether via mobile, email or direct mail, and you can select from nearly 500 different industries. We make it easy to reach your ideal audience and empower you to make real human connections.
To learn more about the DXP and our cross-device matching service, get in touch with the team at BDEX.