At a recent event we hosted, we asked experts what the term people-based marketing meant to them. Here are a sample of their responses.
"Targeting individual people versus the masses, and that's always kind of been the holy grail of marketing, is to really be able to identify, target, converse with, and provide the right message at the right time to the right person at the right place."
"It's really knowing who the people are in the human side of this versus just some generic ID or a cookie or even a persona that we, as marketers, make up. So, it's really understanding who that actual person is and knowing the depth to who they are and what their behaviors are."
"People-based lets us better target and communicate to them what they need to know about our brand, because it's so broad and our experiences are so varied, it's important to us to make sure that we serve to them the information that they'd like to know in those particular experiences."
"It's about thinking of customers on an individual level, not as a segment, not as a target, and increasingly offering experiences that talk to people as individuals, and provide something that is individually useful to them."
"It's very important to have that one-to-one marketing because we know that it's the most effective way to be able to convince someone to actually take an action, whether it's to believe in a brand or, you know, even just raise their awareness."