Marketing You Can Trust: The RightJoin Manifesto
The Tower of Babel
"People-based marketing" is a phrase you hear a lot in marketing these days. Facebook’s Atlas platform is pushing it hard. Lots of less well known companies claim to offer it. In fact, Google identifies 39,000 links to the term.
Surprisingly, a lot of the companies driving the buzz don’t actually talk much about ‘people’. Instead, they talk about ‘cross-device’, ‘cookie synching’, ‘mobile ID’s’, and a lot of other technical buzzwords. That’s because people-based marketing is part of an effort by digital marketing specialists to address a bigger problem, namely, that digital marketers no longer trust the data they’re using.
And with good reason. Study after study, from Nielsen, the Internet Advertising Bureau (IAB), and other authoritative sources, shows the sad truth: The data just doesn’t measure up.
For example, popular data, commonly used to represent simple facts such as the age, gender, and income range of a person using a device, are shown to be barely better than making random guesses.
And, there is so much bad data out there, from so many sources, that agencies can easily, even unwittingly, unearth a source to show that a particular device is being used by a person of every possible age, gender and income class. It’s a Tower of Babel in a new marketing world.
Cutting through the ‘buzz’: Putting ‘people’ first
In our view, people-based marketing needs to start with the people you already know, your customers, not with random sets of data provided by agencies, or media and channel partners.
It’s the obligation of every marketer to take responsibility for knowing exactly who he or she is aiming to serve. And we mean WHO. Not some broad description, not a phrase in a brand positioning statement.
It’s time to get specific!
With the help of analytics and technology, you can now pick exactly the people on whom you will focus, prospects, as well as, customers. It is now possible to consistently reach this defined group with programs across every touchpoint, and to intelligently respond to each person as he or she engages with your company, in real time.
Never before have companies had access to more information about their own customers. The winning companies will be those that harness that knowledge first.
It’s imperative that you bring your own valid customer knowledge to your media partners, rather than rely principally on them to tell you who they think YOUR customer is. And, when it comes to choosing data sources, instead of picking blindly among hundreds of intermediaries, you should use your own data as the measuring stick to match and find more customers like yours.
It’s a trust issue
Today, marketing as a discipline is held back by companies wondering if their marketing investments really work, if the measurements they use to assess performance reflect reality, if the stories they tell and are told about marketing success are really true.
Once you begin from the ground truth about who your customers are, you can build marketing programs and strategy that produce more reliable, trustworthy results.
A focus on customer knowledge can help close the trust gap. Knowing who your customers are and what is true and different about them provides a core of basic facts that can be used to bring greater integrity to your marketing efforts, producing results you can explain and replicate. That’s where trust begins.
We would know! RightJoin founders have been at the forefront of enabling people-based marketing strategies that begin with precise, client validated data and seeing those efforts transform into success stories for the world’s largest companies.
The Data Democracy and what RightJoin can do for YOU
RightJoin democratizes access to data and analytics techniques used by the largest marketers.
We believe that mainstream marketers need a solution that reliably produces and deploys customized data segments to use in marketing campaigns. These custom segments must be grounded in knowledge of a company’s unique customer data combined with high quality external data, and must be distributed as needed to each marketer’s software platforms and partners.
RightJoin’s Data-as-a-Service (Daas) offering meets this mainstream marketer need, dramatically improving customer knowledge and the process of creating consumer segments. Other leading data and analytics companies are too focused on the largest companies to address the needs of this wider market.
So, if you are a mainstream marketer, or you know someone who is, RightJoin has a solution to make marketing work better, a solution that is easy to implement, affordable, and built to scale as it succeeds.