People Marketing is a Marketing methodology launched by Social Miner in 2015. It is focused on the personalized dissemination of advertising messages for people with different behaviors and who are in different stages of purchase.
In other words, this methodology aims to reach each person in a unique way. That is, with the right message, in the most appropriate way and at the most opportune time.
In this way, the tendency is for companies that use People Marketing to obtain better sales conversions than those that use plastered Marketing, that is, with a low level of message personalization.
Access and read the post “ Importance of Digital Marketing ” as well.
PEOPLE MARKETING TOOLS
In order to create a personalized communication experience with consumers, People Marketing makes use of various tools. Discover some of them below:
Consumer base:
To put People Marketing into practice, it is essential to have a registered consumer base.
You can do this through a push notification system , for example.
But, if you prefer, you can use a good email marketing subscriber list.
Registering is essential, as registered consumers can be tracked and, thus, their behavior can be mapped and predicted.
Big Data:
Big Data is the accumulation of data. In the case of People Marketing, you should obtain data primarily from your registered customer base.
“Okay, but what types of data?”, you might want to know. Well, those that refer to the behavior, interests and profile of consumers.
In this scenario, it is possible to extract data through multiple resources, such as with:
- Email Marketing or Push Notification Software
- Statistics applications integrated or not to your website, blog and/or virtual store
- Direct surveys with consumers in your base
- Access history of each of your consumers
- Consumer research history
- Purchases historic of consumers
These are just some of the ways to get data. Of course, there are many other ways to do this and you can use them as needed.
Purchase Journey:
The Buyer's Journey is a tool that specifies which stage of the buying process consumers are in.
According to the Buying Journey, consumers can be classified into at least five stages, which are:
1 - awarenesso:
In this stage, the consumer is looking for a product or service that will help him fulfill a desire or solve a problem.
2 - weighting:
Here, the consumer has already found the type of product he needs, however, there are several similar products. So now he is trying to decide which one is the best value for money.
3 - Decision:
Finally, the consumer decides which brand and model of product he will buy. He also decides in which store he will make the purchase and how he will make the payment, among other things.
4 - Affiliation:
The consumer registers in the virtual store or physical store. Put the product in the cart and, at the cashier, make the payment. Now, he has stopped being a consumer and has become a customer.
5 - Loyalty:
If the consumer likes the shopping and delivery experience provided by your store, they will soon come back to buy more. This will make him a customer, that is, a loyal customer.
As can be seen, if Marketing is plastered, the type that provides the same message for all these purchase moments, it will be more difficult to make a sale.
However, if you personalize the message for each moment and deliver it at the right time to the right consumers, then success will be greater.
Neuroscience:
Neuroscience and neuromarketing are tools that enable you to create the right message for each stage of the Buyer's Journey.
In addition, with them it is possible to customize the message according to the behavior, interests and profile of each consumer.
In this way, it is possible to activate the most appropriate emotion for each moment and way of acting of each consumer and avoid communication noise.
Communication noise occurs when a person wants one type of response and receives another that has nothing to do with what he is looking for.
By avoiding noise, the message reaches the consumer more efficiently.
Artificial intelligence:
Artificial intelligence systems are useful because they allow for the rapid identification of consumers and their purchasing moments.
Furthermore, these systems make it possible to automatically deliver the correct messages to these consumers, which speeds up communication processes.
Access and read also “ Digital Marketing Agency SP ”.
ADVANTAGES OF PEOPLE MARKETING IN E-COMMERCE
People Marketing is important for e-commerce because it enables:
- Produce increasingly personalized content and messages
- Deliver the right messages at the right time for each consumer
- Reach each consumer in such a specific way that they will not be able to refuse your help
In this way, People Marketing has the potential to increase not only sales, but also engagement and loyalty. That's why it's worth implementing it in your e-commerce.
Access and read also the post “ Content Marketing for e-commerce ”.
