People-based marketing and data-driven marketing
While the data-driven approach is mainly based on the analysis of big data, the people-driven approach focuses on the relationship with the customer . While in the first case, the emphasis is on collecting and analyzing as much data as possible on the consumer, in the second case, the emphasis is on in-depth knowledge of the individual that also includes information and the collection of personal data.
A truly people-centric marketing approach requires a holistic view of the customer.
There are many benefits to using first-party data in a people-based marketing strategy, but let's see what the benefits are:
Personalized browsing and shopping experience
By collecting and analyzing first-party data, we can improve our understanding of the target and audience to whom the message or campaign will then be addressed. We can learn more about behaviors, understand the interests and desires of the audience, how and where they are most engaged. All of this then translates into the creation of highly personalized messages and content tailored to each client.
Higher ROI from campaigns
Data collection and analysis, which places the customer at the center, according to a taiwan mobile database people-based approach, also improves all optimization processes as well as the browsing experience.
Campaigns that use personalized messages created through first-party data analysis can significantly increase ROI.
More effective retargeting strategies
All digital marketing activities have always been heavily focused on the use of third-party data, think for example of platforms like Google, Facebook, for the analysis of user behavior data to be used for campaign delivery. Increasingly restrictive privacy regulations and the gradual abandonment of third-party cookies and mobile advertising identifiers have made it more difficult for these players to collect and share data accurately.
Today, in order to implement digital marketing and especially remarketing strategies that work and perform well in terms of results, it is becoming increasingly important to use first-party data. It is important that data from different sources is integrated in order to avoid the creation of siloed data and managed at the level of the single customer view.
Using first-party data for retargeting campaigns allows you to personalize your message and reach the right target audience, increasing performance and reducing budget dispersion.