From Data-Driven to People-Based Marketing: Successful Digital Marketing Strategies in a Privacy-First Era

With First-Party Data MarTech and Customer Centricity to Marketing on SteroidsAs an evolution of data-driven marketing people-based marketing represents the next level in digital marketing. It replaces channel-specific campaigns breaks up siloed data and heals inconsistent customer experiences. Furthermore it focuses entirely on the person builds trust and creates a true relationship with a customer in a privacy-first era. Using a comprehensive user profile and appropriate MarTech like customer data platforms it delivers the right message to the right person at the right time.Succeeding in marketing in a cookieless world: From data-driven to people-based marketingFirst-party data strategy: Creating a future-proof approach for acquiring consent and first-party dataUser profiles customer data platforms & private identity graphs: The collection of user data and the cross-channel identification of users within the boundaries of data protectionOrchestrating journeys with always-on marketing programs: Delivering the right message to the right person at the right time with customer-centric automated and AI-supported nurturesIn this book the author shows in a practical way how people-based marketing is introduced step by step: From the collection of user data the identification of the user across all channels in a challenging privacy-first era the MarTech stack required to the design of micro-moment journeys and entire marketing programs - all the necessary steps are explained in detail. The conclusion is measuring and increasing of success of people-based marketing that brings marketing to the next level: marketing on steroids in a privacy-first era.