The State of People-Based Marketing

October 14, 2016  |   Jeff Smith

This was previously published by the DMA.

It was just over two years ago that “people-based marketing” was introduced at Advertising Week. Since then, the term has become a rallying cry for brands. Given they compete on customer experience and want to build relationships with consumers, it is no surprise that brand marketers have been among the most energized by the opportunity to reach real people in the digital world.

At LiveRamp, we recently commissioned an industry study to examine the state of people-based marketing among large brands. We surveyed CMOs and other marketers across various marketing functions (digital, analytics, brand, CRM) about their current identity and data management strategies as well as how well they are prepared both to deal with the challenges of today (cross-device) and tomorrow (Internet of Things, virtual reality, etc.).

Here are a few of our favorite findings:

  • People-based marketing has become a strategic imperative for virtually every brand. The overwhelming majority (92 percent) of marketers agree that the ability to execute people-based marketing in digital channels is of significant importance.
  • There is strong demand to unify people-based marketing across digital channels. Marketers love that they can do people-based marketing on Facebook and Google, with nearly four in five marketers (79 percent) taking advantage of these platforms’ capabilities. But an even greater number (84 percent) indicated they want to unify their people-based marketing strategies across Google and Facebook with what they do in all digital channels.
  • Achieving an omnichannel view of the customer is critical to marketing effectiveness, but it’s very difficult — and only going to get more complex. Less than one in five marketers are currently able to build an omnichannel view of the customer across digital and offline marketing channels. And as new technologies like chatbots, wearables and VR/AR play significant roles in marketing in the coming years, just one in five marketers who do not work with an identity resolution vendor feel confident they will be able to recognize consumers in these emerging channels. Clearly, identity resolution is a foundational capability for building a more complete view of the consumer journey.

We invite you to check out more of the key findings in our just-released The State of People-Based Marketing report!