People-Based Marketing Is the New Frontier – DataSift’s CEO Explains

7th June 2016 0 Comments

Brands and agencies must truly understand their audience before they can build and nurture customer relationships. To gain that understanding, DataSift CEO Tim Barker explains how to join customers where they choose to reside: social media, mobile devices, listening, communicating the value they offer to the consumer, and enabling user control. Marketing has moved from pixel-based ad blasts to people-based marketing and should take into account choice and convenience across multiple devices. Only then will today’s marketers gain an accurate understating of their market, customer, and future customers.

Cookies were once the kings of the advertising industry, but times are changing.

Now consumers spread their digital time among various devices and apps.  For those marketers who rely on cookies to track your digital trail, their task is a difficult one. They must connect all the cookies across all of the devices and apps that you use. How can companies track consumer demand as well as anticipate and meet consumer needs? How can marketers best listen to customers?

Mobile ate the cookie

Traditionally, marketers relied on pixel tracking, a cookie-based technology that uses code to anonymously follow people around the Web as they visited webpages.

But soon we’ll look at companies that use pixel-based marketing in the same way we view someone who still has a GeoCities email address — another addition to the Wayback Machine. Mobile is widely adopted, and mobile browsers don’t support cookies. Given consumer mobility, pixels and cookies fail to connect users as they shift between their various devices.

People, and why they matter more than ever

We are moving from pixels to people-based marketing, which allows the marketer to learn – from actual humans — about an audience’s sentiments and reactions to a company’s products, performance and prices.

For example, Facebook Atlas demonstrates that there is a simpler way to enable marketers to reach people that does not involve using pixels. Atlas represents the two foundations of people-based marketing: allowing consumers to establish their identity through opt-in/log-in and accounting for consumer cross-device and cross-channel activity. Brands and agencies, with Atlas, can measure ad campaigns across screens and solve the cookie issue, targeting real people across mobile and the Web.

Humans are at the core of people-based marketing, and analyzing human data intelligence is integral to marketers understanding their audience – i.e.  real-time feedback from real humans, is quite valuable. Brands can analyze this information to refine their competitive edge.

Human marketing requires human input

The marketer’s goal has moved beyond serving ads to the same people on the same device toward gaining a greater understanding – and even anticipating – consumer buying patterns. When you consider that more than half of all site visits are not even made by people, but by bots, it’s clear active human participation is vital to successful marketing.

Brands and agencies must first understand their audience before they can build and nurture customer relationships. Only then will today’s marketers gain an accurate understating of their market, customer, and future customers.

You can find the original post on Gigaom.

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