Who are you?
If you’re like most people, you answer that question in any number of ways. I’m a mom. I’m a CIO. I’m a gamer. I’m a consultant. I’m a vegetarian. I’m a doctor.
Who we are in our professional lives, and who we are before-and-after working hours, are identical and different. And as a result of the pandemic, the lines between our work life and personal life are quite blurred. We live in a world now where we are one glance away from email, Slack, or a text on a device that we are never separated from. This paradox is a real challenge to marketers in this age of data driven personalization. After all, personal factors have an impact on business choices, and vice versa. How valuable is it to understand l the multiple personal and professional personalities each of us possess?
At Acxiom, we’ve placed an emphasis on Business-to-Personal marketing by building intricate Work-Life audiences. Through these audiences, marketers can tailor messaging and offers to the consumer’s interest and behaviors – not just the job title, industry or company they are employed by. For example, identify IT executives with an interest in high-end sports cars or small business owners who are passionate about outdoor adventure as well as potential candidates for ancillary wealth management services – and reach them via the media they consume content from the most
Let’s drill this down to pragmatic, real-life marketing scenarios:
- A Home Improvement retailer accurately identified between professional contractors and the Do It Yourself (DIY) crowd by matching a brand’s first-party files of new and existing customers to business owners, .trade, or SIC/NAICS.
- A Travel and Leisure company captured a greater share of wallet from business travelers by capturing personal preferences not included in business travel profiles.
- An Automobile Manufacturer marketed commercial vehicles to businesses in lawn care that they identified who were already brand loyal cosumers. Conversely, they marketed passenger vehicles to business customers from their existing fleet sales.
Establishing accurate identity is both the present and future of constructing efficient marketing campaigns. The challenge is, everyone wears multiple hats. The opportunity is to recognize and understand the different sides, facets, or interests of a person to better address their needs and speak in their language. Work-Life audiences bridges those identities to give you the most complete picture of your customers enabling you to speak to them accordingly.
