No one wants to be viewed as just an IP
address, a theoretical profile, a demographic
segment, or other vaguely defined term.
We all want to be treated as individuals.
And as consumers, we’re more likely to want
to interact with a company that sees us as
human—not a random collection of devices.
That’s the premise behind people-based marketing:
targeting actual people instead of devices. It’s about
marketing and advertising with an eye to quality, not quantity.
For people-based marketing to be effective, your team must
identify the same individuals across channels and devices
and guide them down the purchase path by delivering
To do this, you need to make interactions more meaningful by
understanding not just who these individual consumers are but
what they’re trying to do. In other words, you need to know the
If this sounds impossible, it is. That is, it would be impossible
without new technologies and advances in artificial intelligence,
machine learning, and predictive analytics. Today’s technology
enables people-based marketing at scale because it can
automate and deliver a personalized, one-to-one experience
throughout the customer journey and across devices.