Escolar Documentos
Profissional Documentos
Cultura Documentos
# OF MENTIONS
700
600
500
400
300
200
100
0
Jan 14
Feb 14
Mar 14
Apr 14
May 14
Jun 14
Jul 14
Aug 14
Sep 14
Oct 14
Nov 14
Dec 14
Jan 15
Feb 15
Mar 15
Source: Sysomos MAP, news and blogs search for mentions of the phrase people-based marketing January 1, 2014 through March 31, 2015
2015 Atlas Solutions, LLC // Behind the Buzz: People-Based Marketing Defined
phrase has been used beyond Atlas by the media and a variety of industry players. Of the total related media impressions captured since September 2014 by Eastwick - a technology focused communications agency - nearly 10% made
no mention of Atlas itself1, demonstrating the popularity
of the concept even beyond its point of origin. But just as
competition precludes uniformity, not every company that
promises people-based marketing can deliver on
it in the same way.
DESKTOP/LAPTOP
MOBILE
4
HOURS
1
2011
2012
2013
2014
2015
2015 Atlas Solutions, LLC // Behind the Buzz: People-Based Marketing Defined
Product
Choice
Price
Convenience
Place
Cross-device
Promotion
Creative Sequencing
2015 Atlas Solutions, LLC // Behind the Buzz: People-Based Marketing Defined
People-First Privacy
Accuracy
WHO AM I REACHING?
US ON TARGET %
INDUSTRY AVERAGE
Demo
18-24
18-49
18+
21-34
25-44
25-49
25-54
35-54
35-54
35-64
Persons
29%
56%
71%
92%
47%
45%
49%
58%
40%
53%
Females
31%
46%
73%
31%
36%
39%
22%
45%
Males
22%
51%
57%
43%
44%
34%
FACEBOOK PERFORMANCE (MINIMUM OF 3 CAMPAIGNS) ON-TARGET % FOR DEMOGRAPHIC GROUPS MATCHING BENCHMARK REPORT
Demo
18-24
18-49
18+
21-34
25-44
25-49
25-54
35-54
35-54
35-64
Persons
55%
80%
84%
92%
73%
88%
87%
84%
49%
90%
Females
80%
87%
89%
46%
79%
86%
82%
72%
Males
54%
77%
79%
89%
85%
54%
Source: 2014 OCR Benchmarks Report, Nielsen Online Campaign Ratings through 2/15/2015
2015 Atlas Solutions, LLC // Behind the Buzz: People-Based Marketing Defined
Persistence
WHAT IS MY CROSS-DEVICE STRATEGY, AND HOW DO
I ACTIVATE BASED ON RESULTS?
Atlas Internal Data, March 2015; Nielsen OCR Norms, March 2015.
Scale
AM I DELIVERING RELEVANT ADS
TO THE RIGHT CONSUMERS?
2015 Atlas Solutions, LLC // Behind the Buzz: People-Based Marketing Defined
5. Summary
Its a challenging time to be a mobile marketer. The advertising
technology that brands and publishers have relied on for
years has not yet caught up to the cross-device consumer
habits enabled by mobile technology. The concept of real
people-based marketing is sticky for precisely this reason;
finding and engaging directly with individual consumers amid
a morass of cookies and device interactions is more valuable
now than ever before. And since mobile will account for
70% of all digital spend by 20182, this is not a problem that
Key Takeaways
Marketers must evolve beyond cookies to reach
consumers on mobile. If they don't, they'll be left
behind by those who have.
"People-based marketing" has gained industry
traction because it promises a new solution to the
challenges mobile advertising presents.
Mobile mandates a new marketing philosophy for
the 21st century. Kotler's famous "4Ps" are now the
"4Cs": Choice, Convenience, Cross-Device and
Creative Sequencing. Every decision marketers
make should be rooted in these fundamentals.
2015 Atlas Solutions, LLC // Behind the Buzz: People-Based Marketing Defined
Convenience
Cross-Device
Creative
Sequencing
Persistence
Scale
Sources:
1. Sysomos MAP, news and blogs search for mentions of people-based marketing January 1, 2014 through March 31, 2015
2. eMarketer, "Total US Ad Spending To See Largest Increase Since
2004", July 2014, US
3. eMarketer, Average Time Spent Per Day With Major Media by US
Adults, April 2014, US
4. GfK Multi-device usage study commissioned by Facebook, NovDec 2013; US & UK; n=~2000
2015 Atlas Solutions, LLC // Behind the Buzz: People-Based Marketing Defined