It’s estimated that at any given time, only about 3 percent of the people you can reach with your marketing are actually ready to buy what you sell. But how can you identify this small group as they continue to use a growing number of devices to search for information and shop? There’s a powerful solution, and it’s lightyears beyond SEO.
It’s known as Identity Resolution, and it’s a process that collects, sorts, and combines multiple identifiers across all those devices to create an omnichannel view of your prospects. You’re rewarded with the ability to reach them when and where they are most likely to engage because they are ready to buy.
Connecting the dots
Understanding the power of identity resolution is as simple as looking closer at the two words which make up the process. It starts with Identity– identifying the prospect and where they are. But in this case, it doesn’t mean you actually know who this prospect is. Identity refers to the anonymous profile which has been gathered across devices.
The data is gathered from shared browser behavior, email subscriptions, and even offline purchases. Combined, it provides a sophisticated profile of a prospect.
Combining the information to create the profile is known as Resolution.It’s crucial because we tend to do specific things on certain devices. For example, we might conduct all our business activities on a browser our employer prefers that we use. Meanwhile, we’ll do any personal shopping on a different device. Our smartphone or tablet would paint a very different profile of us than our office laptop. It’s the combination, the whole prospect profile you need as a marketer.
Identity resolution connects the multiple facets from the many platforms and devices in real-time to offer people-based targeting. As a marketer, you get a 360-degree view of who the customer is, and where they are in the buyer’s journey.
The Identity Graph
Today’s most successful marketers know that there’s no ROI in talking to someone who’s not interested in their product or service. Likewise, it’s inefficient to share a marketing message with a prospect that doesn’t match up with where they are along the buyer’s journey.
Technology allowed us to progress from the inefficiency of mass marketing to look alike segment based target marketing. Search Engine Optimization became the Holy Grail, and marketers paid to gain access to prospects because they appeared to behave like customers.
The utilization of artificial intelligence (AI) allows us to add Identity Resolution, which removes the waste of paying to reach disinterested people. Identity Resolution creates a unique individual profile of a customer. It merges – in real time – information from the public domain with online behavior across multiple devices and platforms to create a customer identity and their contact information. The Identity graph is the profile storage place where all this information resides.
Identity Resolution lets you talk to the people that matter
“Why are you bothering me?” It’s the growing refrain from consumers. Marketers must know precisely where a prospect is in the buyer’s journey. Identity Resolution offers that insight, and marketers can talk to only people who are ready to make a purchase.
It changes the response to, “I’m glad you found me.” You’re talking to the right people at the right time, giving them the right message on the right channel. Watch our videoto learn more about how we can help you know exactly who is looking to buy what you sell by using Identity Resolution.