Marketing Madness

Survey Shows Marketing to Registered Consumers is Very Effective

Only 58% of marketers are currently running campaigns outside the walled gardens.

Marketing company Viant has recently released a new white paper that looks at how effective people-based marketing can be. In the report, they offer insights gathered from their 1.2 billion profiles of registered users as well as a survey that was conducted.

The paper, which requires registration to access, is entitled, “Power of the People: How People-Based Marketing is Driving Change Across the US Advertising Industry.”

Survey results cited in the report suggest that people-based marketing can be very effective for many types of companies. People-based marketing is when the marketing effort is directed toward people who the company has real profiles on, have subscribed to the company, or are already registered with brands.

To put it simply, it is very targeted advertising that excludes anyone who the company doesn’t know anything about. While this certainly puts a lot of limitations on the options, it is easy to see why it would be so effective.

According to the survey, 93% of the companies responded that they are already running people-based campaigns on popular social media sites such as Facebook. These sites are obviously the easiest place to run these ads sine marketers will have access to all sorts of information about the users before creating the campaign.

They also found that 90% of respondents to the survey said they had ‘improved’ performance when they ran people-based marketing.

Of course, this type of marketing is just one factor in an overall strategy. If the company puts together poor-quality ads, it won’t matter how targeted they are.

When looking at the data in the report, however, it is quite convincing that this is a great way to turn people who are already aware of the brand into buyers. The report can be requested HERE.

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Pesach Lattin

Pace Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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