Power of People-Based Marketing

This post provides highlights from BounceX's Manual to People-Based Marketing. The introduction starts out by providing a bit of background:

"As marketers, we’ve become distracted in recent years. Our marketing strategies have been muddled by the overwhelming technological advancements and emerging channels available to market our brands. As a result, it’s likely that your marketing team has been focused on creating optimized digital experiences and become silo-ed between the various marketing channels you’re relying on to up the bottom line for your business. I’ve got news for you, my friend – this approach to marketing is wrong. It’s outdated and it’s in dire need of rejuvenation. It’s time for a change; it’s time for People-Based Marketing."

By only focusing on the performance of each marketing channel silo (e.g., e-mail marketing, website analytics), however, we lose site of the bigger picture. Marketing "channels" have been replaced by the concept of individual human "connections". People now access digital content across multiple devices & browsers and consume content across channels such as TV ads & social media. The single constant throughout this content consumption is the person. Enter People-Based Marketing, the one connection to rule all channels, devices and browsers.

To illustrate the power of People-Based Marketing (PBM), consider the below use case depicting SuzieQ's eCommerce shopping experience. While shopping online, SuzieQ becomes interested in an item. Imagine the scenario, however, wherein she is unsure about whether or not she would like to purchase the item. Perhaps she's not sure about one of the product's attributes (e.g., size, warranty, quality). She could then potentially become distracted by the desire to navigate to another website or instant message a buddy. A potential sale is lost with little hope of revival. With People-Based Marketing, however, a triggering event can be set to indicate SuzieQ's interest in the product (e.g., when she makes it to a specific product page and hovers over the image). This would prompt a sales associate to message her online so that her questions could be answered right then and there. She is suddenly greeted with a more personalized experience similar to what she would expect at a brick and mortar store. The probability of SuzieQ's completion of the purchase has increased dramatically. This sequence of events is illustrated in the first screenshot below. In the event that she still abandons her purchase, PBM empowers your brand to follow up with emails and advertisements to sway her back towards buying your product (per the second screenshot below).