How Brands and Agencies Can Use the Voice of the Customer to Improve People-Based Marketing

Over 90% of media buyers increased their people-based ad buys last year. In addition, the world’s largest advertising agencies are investing billions of dollars in this technology. WPP Group built [m]Platform, Publicis created Spine, Dentsu developed M1, IPG acquired Acxiom, and just last month, Omnicom unveiled its people-based marketing platform, Omni. For the uninitiated, people-based marketing is the practice of targeting “real” people, rather than audience or device groups. To achieve this, marketers gather customer data from offline/voice and online sources and construct a rich profile they can use to accurately recognize and target customers across all their devices. This allows marketers to deliver a personalized omnichannel experience that engages individuals in more meaningful ways and increases conversion and customer win rates. 83% of brands who have leveraged people-based marketing report that it outperforms their standard campaigns. This is because, in today’s omnichannel world, customers demand an experience tailored to their unique needs. 80% of consumers worldwide say they will only engage with a brand’s marketing offers if those offers adjust based on how they previously interacted with the brand. So, in this highly competitive environment, how can you optimize your people-based marketing? People-based marketing is only as powerful as the data you feed into it. By fleshing out your consumer profiles with a wealth of first-, second-, and third-party data, you can ensure more accurate targeting and personalization. Marketers often leverage their CRM or loyalty database to build people-based marketing profiles, however many have now also begun to tap into one of the richest sources of first-party data the voice of the customer captured through their phone calls to businesses. Below we’ll discuss how using voice analytics from your inbound calls can enhance your people-based marketing.