One of the biggest shifts in the modern marketing landscape is not technological, but mental. As an industry, the focus is moving from a broadcast to a more focused mindset. Whereas once the ultimate goal was to reach as many people as possible with your message, the new world of data - largely fuelled by social networks - is enabling marketers to connect with the right audience, and at the right time. And while reach is still a very relevant and valuable element, the change in focus is causing many to re-think their traditional approaches and use the data available to create more refined messaging for specific audiences and audience subsets.
The logic of this type of people-based marketing makes sense - if you target people based on more of the things they're interested in, you can save money and increase response - but how is that actually working in practice? To find out, digital marketing software provider Signal and market research firm eConsultancy surveyed 350 senior North American marketers to better understand the impact of people-based advertising in their businesses. They've combined their findings into a new infographic (below) which includes a range of interesting stats, like:
- 70% of North American advertisers are buying people-based ads.
- 83% of North American advertisers report that people-based ads outperform traditional digital media.
- 92% of North American media buyers are increasing people-based advertising buys this year.
The full Signal/eConsultancy report is an interesting read, and is available here.