From Data-Driven to People-Based Marketing

Book excerpt: With First-Party Data, MarTech and Customer Centricity to Marketing on Steroids As an evolution of data-driven marketing, people-based marketing represents the next level in digital marketing. It replaces channel-specific campaigns, breaks up siloed data, and heals inconsistent customer experiences. Furthermore, it focuses entirely on the person, builds trust and creates a true relationship with a customer in a privacy-first era. Using a comprehensive user profile and appropriate MarTech like customer data platforms it delivers the right message to the right person at the right time. Succeeding in marketing in a cookieless world: From data-driven to people-based marketing First-party data strategy: Creating a future-proof approach for acquiring consent and first-party data User profiles, customer data platforms & private identity graphs: The collection of user data and the cross-channel identification of users within the boundaries of data protection Orchestrating journeys with always-on marketing programs: Delivering the right message to the right person at the right time with customer-centric, automated, and AI-supported nurtures In this book, the author shows in a practical way how people-based marketing is introduced step by step: From the collection of user data, the identification of the user across all channels in a challenging privacy-first era, the MarTech stack required, to the design of micro-moment journeys and entire marketing programs - all the necessary steps are explained in detail. The conclusion is measuring and increasing of success of people-based marketing that brings marketing to the next level: marketing on steroids in a privacy-first era.