Brands can meet customers where and when they genuinely want to interact with them using this technique, and it’s a nice touch since it doesn't rely on third-party cookies to track users or collect data.
According to BounceX (who provides a platform that enables this to work), a successful people-based marketing strategy boils down to three key elements.
Customers need to be properly identified by brands and connected to their numerous gadgets. Here, achieving persistent, cross-device recognition for a single view of the consumer is the main objective.
If this one customer journey is not well-tracked, it may result in inaccurate assumptions about consumer behavior, inaccurate data, and ultimately, poorly executed marketing efforts. Brands must be able to recognize their customers across channels and devices to prevent that.
Brands now have a ton of data on each of their customers, including information on purchases, email interaction, and devices. The identification-first strategy for consumer data gives marketers the advantage of more effective targeting.
In addition to historical data, brands should also consider real-time behavioral information on customers' devices, interactions with your website, shopping carts, and the pages they visited while browsing. By connecting these data points, brands can obtain a comprehensive understanding of their customers.
Instead of relying on cookie-based data, people-based marketing automation relies on people-based targeting.
By tying all the data to a single source, it enables brands to create a unique consumer view. As a result, companies are able to automate an omnichannel marketing plan across all platforms while still maintaining a single, unified marketing strategy.
In this cookie-free environment, consumer identity and data are the main catch. Customers who use Google, Amazon, or Facebook's walled gardens continue to be signed in on all of their devices.
Not to mention that they have access to the most first-party customer behavioral data of anyone on the planet. People-based marketing may not be as feasible for companies that lack sufficient first-party data and login details about their clients.
Although there are many technological platforms that enable marketers to resolve identification and behavioral data, including purchase information, email engagement, and device information, not everyone will have enough data to make this work at the scale and price point that cookie-based retargeting allows.