Yesterday I mentioned that I was asked two questions following my Social Media Club Austin presentation. The first was, “What’s it like to work at People Pattern?”, the second was how to utilize technology to personalize marketing efforts. Which is what People Pattern does: helps brands achieve audience insights, leading to smart marketing decisions and advanced personalization in order to optimize lead generation.
We’ve officially moved past broadcast marketing to the masses and into the age of the engagement metric. How do you engage with your audience authentically, with an intelligence around their behavior nuances, the language they use, and even their device habits?
Many people question whether personalization in marketing is creepy. The fact of the matter is, people won’t engage unless the tactic is somewhat personalized.
I don’t eat meat, so why would a steakhouse waste dollars and impressions on me? Ultimately I would be a lost conversion.
Paid media and online ads aren’t going anywhere. If you have an iPhone, if you have ever checked in on Foursquare, if you have ever let Google Maps use your current location, if you have ever used Google search while logged into a social network, there is no getting away from the fact that your data is being captured. None.
We won’t escape it and so we might as well embrace it, both as consumers and as marketers. This is why it’s time to get smart–and personal–with our marketing budget.
And yes, personalization scales–because while I may fancy myself the only person in the world who likes pugs, Breaking Bad and Madewell, the cold hard truth is that there are more of me out there. I’m an individual who–when clustered with like individuals–makes up a persona.
People Pattern Audience Insights allows you to discover unique and previously unidentified customers and personas. The tools allows you to identify influencers within your audience, as well as influencers within your desired audience. By identifying and properly targeting those influencers, you will further scale your business.
This goes far beyond paid media. All collected audience insights can be applied to offline marketing methods. For example, the world’s largest QSR reached out to People Pattern in hopes of uncovering audience insights to grow revenue. They found that one of the largest audience personas was a driven professional, seeking a breakfast option between 7 and 10 AM. The QSR was then able to examine which menu items to promote and how (from signage to mobile), what hours to heavily promote the options and what kind of giveaways (coffee) would incentivize conversion from their existing customer base–as well as the broader QSR audience.
If you are interested in uncovering your brand’s personas, please request a demo.
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