It is in this context that a new approach and a new marketing methodology is established, which goes by the name of people-based marketing and which, as can be easily understood, puts people at the centre.
People based marketing: what is it?
People-based marketing is about reaching out to an audience with relevant messages, wherever they are, by gathering customer data from online and offline sources, we can say that it is a marketing methodology that aims to put people at the center.
The value of first-party data
To fully understand what people-based marketing is, we need to consider the importance of first-party data .
People-based marketing uses first-party data collection , such as customer and transaction data but not limited to, to better understand their behavior, interests and desires.
First-party data is any information that is collected directly from audience behavior, usually through your website and proprietary channels , and does not come from third parties. This type of data ranges from a customer's name and demographic information to the type of device they are using to browse.
These are data over which companies themselves have greater control and exclusivity, as they are information that they acquire through direct interactions with users on their channels.
People-based marketing and data-driven marketing
If the data-driven approach is mostly based on the analysis of big data, the people-based one focuses on the relationship with the customer . If in the first case the collection and analysis of as much data as possible on the consumer is privileged, in the second case the aim is to have an in-depth knowledge of the individual that list of afghanistan consumer email also passes through the information and collection of personal data.
A truly people-based marketing approach requires a holistic view of the customer.
The Benefits of People-Based Marketing
There are many advantages to using first-party data in a people-based marketing strategy, but let's see what they are:
Personalized browsing and shopping experience
By collecting and analyzing first-party data , we improve our understanding of the target and the public to which the message or campaign will then be addressed. We can learn about behaviors, understand the interests and desires of the public, how and where they are most involved. All of this then translates into the creation of highly personalized messages and content tailored to each individual customer.
Higher ROI of Campaigns
The collection and analysis of data, which puts the customer at the center, according to a people-based approach, also improves all optimization processes as well as the browsing experience.
Campaigns that use personalized messages and are
