People-based marketing was a hot topic at LiveRamp’s RampUp 2018. If you didn’t catch the conference, you missed some fantastic deep dives by leaders and visionaries including Cisco’s Karen Walker, Oath’s Brett Hurwitz, and Nordstrom’s Jake Bradbury.
And because we care, we even pulled out three important takeaways here for your convenience from the panel, “Input: customer data, output: people-based marketing”.
Watch the “Input: customer data, output: people-based marketing” panel
1. A good loyalty program is a beginning, not an end.
Loyalty programs are closely associated with people-based marketing because the focus is on individuals and their track record with your brand. But a good, or even great, loyalty program doesn’t mean you’ve succeeded with people-based marketing because most of your customers will never actually join one.
Starbucks earns serious respect for a strong loyalty program that has more than 14 million members and processes 30% of transactions through its mobile app. That closed-loop ecosystem helps Starbucks better understand a significant and loyal segment of its customer base. But the company knows it could be doing so much more with the customers who haven’t made a commitment to enroll and actively participate in a program. “We’re at an inflection point,” said Jonathan Francis, VP of global customer analytics at Starbucks. “How do we take the same principles of what we’ve done with the loyalty program and apply that to all customers?”
2. People-based marketing means offering the choice to say “no thanks.”
One of the sneaky, subversive, genius ideas behind people-based marketing is that it’s not about pushing more messages to the same consumers in new and interesting channels. It’s about using identity and institutional memory to give consumers more control over what they see in digital advertising channels – the kind they already enjoy with email. “Consumers are demanding that we respect them and give them the right to opt in or opt out,” said Matthew Keiser, LiveIntent CEO.
People-based marketing includes the notion of the persistent opt-out. It works the same way an unsubscribe button shuts off an email campaign, but on a digital display channel instead of an inbox. If that idea makes you nervous, ask yourself why you would throw messages at people who don’t want to hear them. “You’re wasting CPMs on people who are never going to convert,” said Saqib Mausoof, chief data strategist at IPG Mediabrands.
3. People-based marketing cuts through uncertainty.
Families share computers. Spouses share social media accounts. Colleagues share email addresses. Cookies are destroyed all the time.
You can’t count on any of these traditional identifiers to follow a customer or prospect and know how confident you can be that you’re reaching the right person at the right time. Only people-based marketing can do that. “People-based marketing is not perfect, but it’s a way of understanding the probabilistic nature of deterministic data,” Keiser said.
To learn more about people-based marketing, keep listening to the experts in the RampUp session video above, then read about how to do more with the first-party data you already have. You can view more RampUp 2018 highlights here.