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Go full-speed ahead with people-based marketing

  • 2 min read

In order to remain relevant and ensure the messages they’re communicating are reaching the right people, brands today need to adapt to the changing ways customers consume content by embracing different marketing tactics.

Take the automotive advertising industry, for example. For years, the way to reach existing and potential customers for parts and service promotion has been through direct mail and email.

However, such traditional forms of communication are often ignored and deleted. Everyone gets emails and items in the post that doesn’t quite communicate with them in the right way, and with the click of a button, they’re gone and forgotten.

According to Gartner, ‘consumers have become numb to brand interactions that are not authentic and relevant.’ * So, if you want a consumer response, why talk to them without recognising who they actually are?

To complicate things, marketers also have more channels available to them than ever before. But with this comes more data to help them reach their customers and prospects.

For instance, you could personalise and localise parts and service offers based on data you possess on model ownership and dealer service areas. You could then take these personalised messages, target them on digital channels such as display, search and social. This would increase awareness as well as improve responses to your email campaigns.

Ok, so how can you do this?

The answer lies in people-based marketing.

Step 1: Use your CRM to categorise your audience. The benefit of doing this is that you can ensure that consumers are grouped by interests, characteristics and desires. Then, messages can be sent to specific groups depending on whether they would be interested or not.

This is a great first step, but how do you deliver these messages to all the right people in the right way?

Step 2: Data onboarding via LiveRamp to your DMP, DSP, or other platforms.  We can combine online and offline consumer data to create accurate identity profiles in a private, secure manner. Then you can deliver these to any partners on our platform – Connect  and get those messages out!

Great, your messages are out. But there’s one more step you can take to make sure you’re really maximising the impact of your communication.

Step 3: Analyse the response to your messages through customer purchase data, comparing by channel exposure and frequency.

How will these steps help?

By implementing these solutions, customers will be driven to get their cars inspected, and you will engage more of your target audience. Ultimately, people-based marketing ensures that your advertisements will be put in front of the right individuals at the right time. In turn, you will reduce spend on the strategies that don’t work and boost the success rate on those who do click.

And more importantly, there should also be a nice resulting sales lift.