People-Led Marketing (PLM) is a new concept developed by Cyberclick to respond to new trends in digital marketing and the needs of consumers, who increasingly take into account user-created content when making their purchasing decisions.
People-Led Marketing was created to build a new bridge of communication between brands and consumers; a communication in which people are at the center and send their messages with transparency and a dose of reality.
The People-Led Marketing methodology is made up of a flow of actions that are initiated and fed back in the areas of content, data, technology and media. Let’s see below what each of these four axes consists of.
Content
The initial cornerstone of People-Led Marketing is content. Creating a large volume of qualitative content allows brands to attract the attention of users and position themselves in their top-of-mind, thus differentiating themselves from their competition.
By establishing valuable communications with the user, we encourage them to recommend us and share their experiences and feelings with the rest of the network, something that can be decisive in accelerating conversions. In fact, according to a study by TurnTo Networks, 90% of clients say that user-generated content influences their purchasing decision more than any other form of advertising.
Data
Generating a large volume of content allows us to collect a lot of user data, which helps to better understand consumer behavior patterns and better meet their needs.
Through the collection and analysis of valuable information about users, companies can better segment their communications and hyper-personalize content, thus increasing the probability of conversion and improving their positioning.
Technology
In addition to having key technological levers, such as a CRM, the People-Led Marketing vision contemplates implementing more complex integrations and automations that allow scaling the actions carried out and enhancing the results obtained; Thanks to the fact that brands will be able to effectively target the desired audience and transmit the most appropriate message on the most appropriate channel.
Having all systems and platforms integrated will allow faster and more efficient access to user information. Another very important factor to take into account is that technological implementations allow many processes and flows to be automated, so that company professionals can allocate time and resources to more complex tasks while continuing to feed the database of information collected by algorithms and platforms.
Media
With paid campaigns, you can promote the organic content that works best, thus increasing the reach of the message and encouraging greater interaction. Likewise, Paid Media allows brands to measure the results of their People-Led Marketing strategy, detect what works well and what doesn’t, and redirect their marketing strategy if they deem it appropriate.
Thus, a good Paid Media strategy will allow your company to create and distribute more attractive ads, capitalize on the BOFU phase of the consumer and enhance your SEM strategy.
Benefits of People-Led Marketing
Thanks to the synergy between the four axes of People-Led Marketing (Content, Data, Technology, Media), the methodology provides numerous benefits:
- Direct and indirect improvement of all your main KPIs.
- Strengthens your performance strategy.
- Offers greater authenticity and trust between consumer and brand.
- It implies cost savings.
- It represents a commitment to innovation.
- It allows you to automate many actions with AI.
- It captures more data of interest from users.
By: Laura Juanes
Marketing & Communication Specialist at Cyberclick. Graduated in Journalism, she has experience in various media outlets and private companies in the field of communication, marketing and social media management.