The Three Pillars of Identity Marketing
Identity
Honoring someone’s identity creates an emotional bond. When you use personalized offers to reward customers for who they are, like being a teacher or member of the military, it moves them to act. Nearly 95% of consumers given a personalized offer based on their identity would redeem it.
Reciprocity
Identity marketing respects consumers as equal partners in the brand relationship. Instead of stalking prospects online, you invite a consumer community that aligns with your brand to enjoy a personalized offer. If your offer is attractive, customers accept the invitation and start a relationship with your company.
Verification
Verifying eligibility for your offer is crucial to identity marketing’s success because it prevents discount abuse. It also shows your customers the offer is truly just for them, which increases its appeal. This motivates customers to share your offer with others in their group, amplifying your efforts and driving down acquisition costs.
What Marketers Say About Identity Marketing
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Our identity marketing program is a strong extension of our marketing strategy, and it’s helping us create lifelong customers.
Lino Reveles Trujillo
Social Impact Lead
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Our sweepstakes campaign was a highly optimized way to leverage identity marketing. We saw a conversion rate that was 12x our typical sweepstakes and a ROAS of 100:1.
Zack Wigham, Email Marketing Manager
Acquisitions
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Our identity marketing program to students is a great way to turn GenZ subscribers into loyal customers.
Jamie Dyckes
Assistant Vice President Sports and Premium Channel Marketing
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Our identity marketing programs are a powerful revenue engine. In a typical week, they drive 25% of our sales.
Sarah O'Leary
CMO
