From Data-Driven to People-Based Marketing

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As an evolution of data-driven marketing, people-based marketing represents the next level in digital marketing. It replaces channel-specific campaigns, breaks down siloed data, and improves inconsistent customer experiences. This approach focuses entirely on the individual, fostering trust and building genuine relationships with customers in a privacy-first era. By utilizing comprehensive user profiles and appropriate MarTech, such as customer data platforms, it ensures the right message reaches the right person at the right time. Key topics include developing a first-party data strategy to acquire consent and data, creating user profiles, and employing private identity graphs for cross-channel user identification while adhering to data protection standards. The book also explores orchestrating customer journeys through automated, AI-supported marketing programs that deliver timely, relevant messages. The author provides a practical guide to implementing people-based marketing, covering the collection of user data, user identification across channels, the necessary MarTech stack, and designing micro-moment journeys. Each step is detailed, culminating in strategies for measuring and enhancing the success of people-based marketing, ultimately elevating marketing efforts in a privacy-first landscape.