Embrace This Innovative Approach and See the Value It Brings to Your Business
With iOS 17, Apple has introduced a set of privacy-centric features that dramatically impact how marketers interact with their audiences. This update comes loaded with privacy-centric features that strip tracking parameters from links. Coupled with the growing number of "unreachables" due to third-party cookie deprecation, the traditional marketing arena is facing substantial challenges — but every challenge brings an opportunity.
It's time to shift our gaze towards a new marketing paradigm: household-based marketing. This article will walk through the reasons why and teach you how to adopt this innovative approach.
Key takeaways:
- The shift to household-based marketing is a valuable response to the growing issue of "Unreachables" caused by changes in third-party cookie policies.
- Compelling data and success stories of household-based marketing have proven the effectiveness of the strategy in recent years.
- It’s important to mitigate fear of change by learning about what the transition to household-based marketing would look like.
- Household-based marketing is a proactive choice for the future of digital marketing.
- Leveraging platforms like fullthrottle.aiTM for the transition provides a straightforward and effective solution to capture first-party, real-time data and stay ahead in the digital marketing industry.
Household-based marketing, focusing on targeting households instead of individuals, creates a more holistic view of your audience. How can you steer toward adopting this new marketing outlook? Here's your guide.
The Power of First-Party Data
Recent data showcases that sticking to traditional retargeting methods could lead to serious losses over time. You’re losing 60-70% of your audience due to opt-outs and privacy law restrictions. Not only that, when you only use traditional retargeting for your marketing efforts, you’re still not identifying your audiences to send them keyed-in messaging that speaks uniquely to them. First-party data-driven marketing campaigns not only identify your audiences but allow you to send them targeted ad campaigns that pull them down the sales funnel.
By comparing the limited reach of traditional methods with the audience engagement potential of household-based marketing, it’s easy to visualize the need for change.
Household-Based Marketing: Identify, Market, Measure
Using fullthrottle.ai’s platform and patented AdTech, businesses have the ability to identify their website visitors down to a first-party data household. They can then take these audiences and use them as a force multiplier in their current marketing methods, targeting specific households that have visited their website. Or they can utilize the platform one step further, and instantly market to them directly through social, digital ads, and direct mail campaigns.
Powerful Segmentation
Using custom segmentation in the platform, businesses can view and segment specific web pages and products that prospective customers may be viewing and send them advertising campaigns related to their interests. Our AI allows us to identify your prospects that have the highest propensity to purchase – making it easier for you to increase your sales and website conversions.
When you identify and target down to a household level, you are able to immerse the decision makers who are influencing purchases and remain top of mind through fullthrottle.ai’s Immersive Household® advertising.
Real-World Results
There's no better way to understand how a new marketing strategy will work than through real-world success stories. There are plenty of businesses that have successfully implemented household-based marketing and have seen significant improvements in their reach and conversions. These case studies not only serve as practical examples but also provide a blueprint for success that your team can follow.
Transitioning to Household-Based Marketing Is Easy
Many people think of the transition to first-party data as a painstaking process that takes years to truly benefit from — that’s not true. The patented technology powering the fullthrottle.aiTM platform starts generating net-new first-party data the moment our pixel is installed (an easy process in itself). Our clients typically see KPI-significant results between 30 and 60 days, and they only improve as more households are identified over time.
What’s more, there’s no need to drop all third-party data sources. Our platform, fullthrottle.aiTM, is meant to be a force-multiplier on your current marketing efforts. Whatever you’re doing right now, our platform boosts it. As long as you have traffic on your site, we’ll tell you all about your visitors and allow you to market to them instantly. We help recover otherwise lost website traffic and provide a robust platform for implementing household-based marketing strategies.
Make Better Digital Forecasts Using Privacy-First Methods
Digital marketing is evolving with the times. Privacy policies are changing and there’s an increasing emphasis on privacy-first models in the digital world. Just this year, five new state laws around data privacy are being passed, and their numbers will only grow. Still, with the benefits you’ll receive, household-based marketing is not just a reactionary measure, but a proactive choice for the future.
Implementing the Shift
The next step is to take action. This is where platforms like fullthrottle.aiTM come into play, offering you a simple, effective means of capturing first-party, real-time data and staying ahead of the curve in the evolving digital marketing landscape. While other companies may claim to provide first-party data, none of them resolve the identities of site visitors into households you can instantly market to. Our platform generates net-new first-party data using the traffic you’re already paying for.
Take a leap into the future of marketing by booking a demo with fullthrottle.aiTM today.
