People-based marketing requires good people

People-based marketing is grounded in the ability to really know the person to whom you are marketing. It’s not a new concept. From its earliest days with the postal service through its evolution into telemarketing, email, SMS and push, it has evolved.

Now, marketers have the ability to directly match first-party customer and prospect data anonymously with the first-party data of publisher networks. This has brought true people-based marketing within our reach in the digital world. As a result, brands are shifting budget from low-fidelity cookie-based marketing to known audiences. A tremendous opportunity is in front of us.

The issue is that in the real world where the work gets done, you need people to deliver on this promise. Good people.

I have run large services businesses, and the key differentiator among them has always been the quality of the people doing the work.

Article source: https://martechtoday.com/people-based-marketing-requires-good-people-200425