In this article, we are going to explore what is people-based marketing and how it can help businesses build engagement in the long term through digital marketing and how we help our clients achieve that.
What is people-based marketing?
People-based marketing is the ability to know your audience to whom you are marketing and create strategies that convert your audience into your customers. This technique is not new, but it is showing great results in digital marketing. People-based marketing answers different questions than traditional marketing methods.
The questions that traditional marketing methods ask are:
- Who can we sell our products to?
- How do we convince people to buy?
- How can we make them buy again?
The questions that customer-first marketing methods ask are:
- What problems do we solve?
- Who has these problems?
- How will customers find our solutions?
The era of Customer-First Marketing in Digital Marketing
Traditionally, personalization had been associated with email marketing and CRM (customer relationship management), where marketers communicated (SMS) to customers what they thought they wanted. However, now strategies are changing as consumers tell us what they want, and how, where and when they want it. This applies to every form of marketing be it search engine marketing (SEM), social media marketing (SMM), content marketing, email marketing, search engine optimization (SEO), etc.
These modern methods are all about building a language of loyalty with the customers based on understanding individual personas. This can be done by using the right marketing tools and data insights:
- utilize insights and recommendations on industry trends, consumer behavior, and intent signals.
- experiment with new personalized experiences — testing messages through the funnel.
- ensure that content and messages reach the right customer at the right time in the right format and on the right channel.
Marketing in this new era of personalization requires organizations to think differently and see the world through the lenses of their customers.