Digital marketing has a reputation–not totally unearned–for reducing people to numbers, segments and vaguely defined profiles.
These efforts are expensive and often ineffective. Marketers throw cash after impressions without knowing if they’re really making “an impression.” People based marketing offers marketers the chance to talk directly to real individuals, not to profiles or theoretical segments. In a world where audiences are increasingly fractured across multiple screens and devices the ability to connect with real people has grabbed the attention of marketers looking to cross the linear-mobile divide.
So WTF is people-based marketing? This guide digs into its origins, the platforms that support it and the technology that makes it possible.