Remember when you got your very first cellphone? You might have used it to make the occasional phone call and play a game or two of Snake.
It’s crazy how much times have changed. As smartphones became more sophisticated, our obsession with them has grown exponentially. Now it seems they’re the first thing we reach for when we wake up in the morning and the last thing we check before going to bed. In fact, we’ve grown so addicted, studies suggest we spend anywhere from 3-5 hours on our phones or similar devices every day, but even those numbers are starting to sound low.
While all this screen time is great for staying connected to the people and things we love, it’s having other unintended consequences. So much screen time means we’re not just seeing updates from friends and family, we’re constantly being bombarded by messaging and content from companies trying to sell to us. This can quickly lead to digital overload and cause us to tune everything out.
Tuning out might be an effective coping mechanism for us, but it’s a troubling one for marketers – how are you expected to compete with endless snap stories and status updates and get people to pay attention to what you’re saying?
Try taking a people-based marketing approach.
The People-First Approach
For years, marketing strategies were all about excess – get your message out to as many consumers as possible and hope that some are your target demo. This tactic is no longer effective. Consumers are tired of being peppered with impersonal messaging and being treated like generalized demographic segments – they want content that is catered to them and their unique interests.
Sound impossible? It’s not – it’s actually relatively easy for marketers to take a people-based approach and give consumers what they want using information that’s already on hand.
Start by collecting and leveraging first-party customer data, which includes information like age, gender, income, interests, communication preferences, previous purchasing behavior, social engagements, etc. These attributes will give you a clear picture of your customers so you can determine their interests and serve them relevant, personalized content that is more likely to capture their attention.
The People-Based Approach in Action
Bob is an active 65-year-old who frequently runs marathons and enjoys adventure travel. He’s currently searching online for a vacation.
Based on his demographic, traditional persona-based marketing would likely target Bob with a retiree-specific cruise package or something similar that would not interest him.
People-based marketing would factor in Bob’s unique interests, previous browsing and purchasing behavior, etc., and offer him an exciting rafting vacation package that’d be much more appealing.
Technology Can Help
Once you’ve gathered your customer data, leverage it with technology. Artificial intelligence, machine learning and predictive analytics can do the heavy lifting by helping you determine customer intent and identifying what type of content will work best for certain individuals. You can then start delivering the perfect message at the precise moment a customer is likely to engage.
Getting started is much easier than you think – find three easy strategies in our eBook, Getting Personal: How to Market in the Right Moment with the Right Message. Download it today and start serving your customers the content they want, when they want it.