Download 10 Mind-Blowing Stats on People-Based Marketing. Marketers don`t

10 Mind-Blowing Stats on People-Based Marketing.
Marketers don’t want something that simply gets the job done. They want an approach that
works well and consistently delivers positive results. A reasonable assumption. And today,
there is a group of advertisers who have realized the results they seek and the strategy that
works best.
So, what do some marketers know that others don’t? The answer is people-based
marketing.
First, lets get clear as to what people-based marketing actually is: a strategic discipline that
focuses on connecting brands with actual individuals across devices and channels. Rather
than targeting Web cookies – which expire, can be deleted and don’t always work in the
mobile environment – people-based marketing allows advertisers to immediately recognise
and respond to customers across all digital touchpoints, opening up endless opportunities
for meaningful one-to-one engagement.
Put simply, people-based marketing, otherwise known as addressable media, helps brands
target the customers they already know and are the most likely to convert, with the same
accuracy and precision that direct response marketers are achieving with email campaigns.
And there are some pretty impressive stats that lend credence to the impact of peoplebased marketing. Here are ten worth noting: and that this is not a passing fad or trend but a
tried and tested, viable and value approach to reaching consumers
Outperforming standard campaigns
Among brands who have deployed people-based advertising, 86% report that it has
outperformed standard campaigns on similar media.
65% of the advertisers who have deployed people-based campaigns
Report that it has outperformed standard campaigns on similar media.
More than half digital ad spend allocated to people based advertising
For marketers across North America and Australia people-based advertising
comprises more than half of their digital ad spend, with an average of 32%.
On the up
And the trend for upping people-based advertising spend looks to increase with 41%
of those interviewed stating they had plans to increase addressable buys quickly.
Improved results on CTR based campaigns
Sixty-three percent of advertisers report that they’ve improved on CTR based
campaigns through people-based marketing, while 60% say that they’ve seen higher
conversion rates from their addressable media campaigns.
Media buyers willing to pay more
An increasing number of media buyers and their clients are planning to increase
their people-based media buys, and are willing to pay more for it, with an average
premium of 35%
Spend that budget
Our friends in Australia report that 78% of advertisers are spending more of their ad
budgets on people-based media buys – with 41% planning to increase them at a
rapid rate.
Logistical limitations
What are the limits on people-based advertising? It appears these have more to do
with logistics, technology, reach, scale and data than budget.
The attribution challenge
Last-click versus multi-channel, whichever method has been used to measure,
people-based marketing marketing has shown to increase effectiveness, supporting
the presumption that more personalised, targeted and timely communications are
more effective overall.
Keeping it on lock down
Of marketers not increasing their budgets on people-based media buys concerns
around privacy/data leakage issues and how people-based advertising will be
perceived and/or about sharing data with a competitor were cited alongside
performance issues – ROI increase isn’t high enough.
Okay, maybe not mind blowing but certainly food for thought.