What is Household Marketing?

Household marketing refers to a strategy where brands target entire households rather than focusing on individual consumers. This approach takes into account the fact that in many cases, marketing decisions are made by multiple individuals within a single household, and the use of shared devices and accounts often means that multiple people are engaging with a brand. 

The goal of household marketing is to deliver more relevant, personalized messages to all members of a household, ensuring that each person receives communication tailored to their role in the buying process, whether they're the primary decision-maker or an influencer.

How Does Household Marketing and Advertising Work?

Household marketing and advertising rely on the ability to identify and track the interactions of multiple individuals within a household. This is done by connecting data points such as shared devices, addresses, and purchasing behaviors to create a unified view of the household as a whole. Here’s a breakdown of how it works:

• Segmentation at the Household Level:
  Household marketing aggregates data from all household members, using identity resolution (device IDs, email, addresses) to group them under one segment.

• Targeting and Personalization:
  Tailor messaging to household roles (e.g., decision-maker for insurance). Digital households can be tracked across devices for better targeting and conversion efficiency.

• Multi-Channel Strategies:
  Household marketing spans email, social media, paid media, and more, ensuring a consistent message across channels. Retargeting and sequential messaging personalize ads for each member.

• Data Aggregation and Analysis:
  Aggregate data from multiple sources to create a household-level view. Use platforms like Amperity to link household members and track behavior, enabling personalized campaigns.