People based marketing and how Facebook is changing segmentation

The last 5 years have been lavish in technological leaps! Powerful mobile devices, multi-touch technology, cloud computing and big data compiling and analysis have completely changed the way we live life, communicate and consume content.


Of course when life itself evolves, so should marketing! For instance marketing segmentation is changing.


And what is changing in real life that impacts your marketing segmentation?


  • Cross-device, cross-browser, omni-channel experience is expected;
  • People definitely have more choices combined with less time;
  • That creates a minimal attention span that needs to be efficiently addressed with compelling perfectly tailored and segmented content;
  • Your audience has grown a mind of their own that can get very loud very fast (check what happened to DKNY and how they’ve successfully handled it);
  • If you don’t nurture fans on their own terms, they won’t by passionate about your brand, advocates will be lesser by the day and you’ll find yourself losing them to another brand that does all of this;


And that’s what happening today! Marketing and especially online marketing has changed immensely and there’s no way back to the good old days of search ads or media buying only agencies. Audiences are now looking for highly tailored, specific and customized experiences wherever or on whatever they are.


People Based Marketing
People Based Marketing


We go online differently depending on where we are, the device we have on, the time of the day and mood (discovery, search, entertainment) we’re in.


These are great and bad news to publishers and advertisers everywhere!


We now need to impact people in a way like never before, and that involves personal, seamless, diversified and creative advertising depending on every one of the above factors.


Both a big opportunity and challenge:



How to effectively segment and market to people?


What used to be THE SEGMENTATION STANDARD is still used by most marketers:

Until now users have been identified in the web with small bits of code (cookies) and those bits of code do their jobs very well on defining what ads we see or the customer experience we get, with just one small detail – they do that on the devices they’re stored in.

It’s like with cookies you have to see every single device as a different persona and that’s a big problem…every one of us has/his several personas!


Not sure if you do?

Let’s go back and remember the cross-device, cross-browser experience with one simple example:

  • Your work pc is blocking Facebook, Youtube, sports news websites and other not work related web content.
  • You won’t visit them on your work pc but you’ll probably spend lots of time on those websites or apps while in your personal pc, tablet or smartphone. That will happen on your smoke or lunch break, and you’ll probably visited the websites that are blocked on your work desktop computer.


That’s why cookies are so very last year. In fact cookies are so outdated that they don’t work cross devices, or with other operating systems / browsers or even with apps. And this is what we do all the time, we keep on hopping around from one device to another!


If a marketing agency representing a soccer club was aiming to segment and publish ads to advertise a soccer product and they were using cookie based information only, odds are you would ended up never seeing those ads even if your lunch break persona was really into that soccer club products…


Do you understand why cookie based ad serving is very inaccurate? Most times you end up wasting a substantial part of your marketing budget due to poor segmentation.


Loud and clear: cookie based segmentation is almost dead and the throne contender is:



People based marketing, how?


Marketing should allow people to have the products they want, where they want them regardless of the time of the day, device or operating system they’re using to access it.


People based marketing aims to show the right people, with the right add, at exactly the right time!

And the trick is exactly what the name says: tracking people instead of cookies.


How? Here’s how:
– You can access your Gmail account from your work pc,
– Your Gmail account is connected to your Facebook account so Facebook already knows that when you log in to your Gmail account, you’re YOU!
– You have Gmail App or Facebook App on your mobile, YOU again!


And you are a real person, with Facebook friends, groups you’re interested and conversations you are engaging on. Facebook stores all your response to topics, catalogs your interests and then builds mile long lists.


If you have your location active on you mobile, Facebook also knows where you live (what really comes handy for local business ads), probably where you eat (remember you post pictures of food you love into your Facebook page?) and many other details.


After that is just a question of decoding your life and the time of your day in micro-moments.



Why is people-based marketing so important for every one?



– If you are a publisher, you’ll want to have the most relevant ads for your audience.
– If you are the audience (aka. consumer), you’ll want to see only the most relevant ads for you.
– If you are the marketer, you have nightmares with ad budget waist, poor targeting and even poorer results. Relevant ads, in the most relevant placements, to the most relevant audiences are a dream come true for marketers.


Sounds a bit creepy doesn’t it? It’s because it actually is! But that’s another ball game anyway…


Hope you’ve enjoyed it. Got comments or questions?
Just it the comment button bellow!


All the best,