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

Hassler, Marco

ISBN 10: 3952546909 / ISBN 13: 9783952546901

Edité par Velyoo, 2021

A propos de cet article

Used book that is in clean, average condition without any missing pages.

N° de réf. du vendeur 50309449-6

Détails bibliographiques

• Titre: From Data-Driven to People-Based Marketing: Successful Digital Marketing Strategies in a Privacy-First Era
• Éditeur: Velyoo
• Date de parution: 2021
• Langue: anglais
• ISBN à 10 chiffres: 3952546909
• ISBN à 13 chiffres: 9783952546901
• Reliure: Couverture souple
• État de l'article: Good

A propos de ce titre

Synopsis

With First-Party Data, MarTech and Customer Centricity to Marketing on Steroids
As 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 marketing
• First-party data strategy: Creating a future-proof approach for acquiring consent and first-party data
• User profiles, customer data platforms & private identity graphs: The collection of user data and the cross-channel identification of users within the boundaries of data protection
• Orchestrating 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 nurtures

In 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.