Let’s talk People-Based Marketing. Or, as Facebook called it a couple of years back, “Wow, marketing nirvana has arrived!” The problem it aspires to solve: the limitations of ad targeting. Ad targeting targets devices, not people. And people have a ton of different devices these days.
Where People-Based Marketing begins: Quite simply with email, the best targeting platform. PBM then adds geo-fencing, mobile, re-targeting, foot traffic attribution, app downloading tracking, and more data tracking.
A sample campaign. Start with an email. To anyone who opens or clicks a link, follow up with a postcard with a strong call to action like a coupon. Then hit them with Facebook and social media, native advertising, banner ads and video. You can also geo-fence competitors to your advertising customer, and then produce a report showing how the target is behaving.
Let’s hear it for programmatic: Native ads have great engagement, and avoid ad blockers. They typically produce, compared to other online ad formats, an 18% higher lift for purchasing and 9% lift for brand affinity.
Greg Swanson said it: “The reason people talk so much about native advertising is because these ads always win.”
Do fence me in. Example, an auto dealer with four competitors can geo-fence those dealers and send targeted ads to people who drop by those dealers.
Get going on a multi-channel campaign:
Profile your audience. Figure out who you are targeting, who you want to reach.
Size your audience. With email, learn how big your audience is.
Choose tactics. The point is not to decide whether email works—but which email works. Be sure these are longer campaign. Frequency matters.
Touch your audience across multi-channels. Using different platform increases effectiveness 37%, according to research. Average consumer needs to be touched 7 to 13 times before she is ready to purchase.
PBM IRL. Consider a chicken wing store targeting just one Zip Code, about 24,000 addresses. First, send emails and then follow up with postcards to those who opened or clicked through. To do that, get hold of data providers. In the example, the first had some 21,000 emails and postal addresses in the Zip Code, virtually everybody. But they won’t report who clicked through or opened email so they could be re-targeted. Provider two could only match about 7,000 emails and postal addresses. Provider three was about the same. Greg Swanson recommended starting with direct mail to everybody, and following up with programmatic and targeted banners.
Lesson learned: If the targeting is very local, there might not be enough density for “marketing nirvana.”
Cheers! But PBM worked marvelously for Scottish Kings, a Scotch whisky launched in the Portland, Oregon market. Greg Swanson bought a list of emails for bars and people with related titled, such as bartender. Between the emails and targeted banners and other channels, the campaign collected approximately four times the average clickthroughs of an ad campaign.
Want to follow up with Greg Swanson? Contact him at email@example.com or 503-860-8261.