People-based marketing and identity resolution

Defines the concept of 'people-based marketing' and explains the benefits of implementing it, as well as giving marketers key tips for taking a people-based approach.

As an idea, "people-based marketing" may not sound all that groundbreaking. In an address at the Massachusetts Institute of Technology 50 years ago, advertising legend Lester Wunderman noted that mass-marketed products are "produced without orders for unknown customers," replacing "traditional, individualized" service. He predicted and then led a counter-revolution in which brands reached out directly to consumers who fit a profile of a likely buyer. He called this "direct marketing," but the concept is similar to people-based marketing – understand exactly who you are talking to and apply context to each and every interaction. The key difference, however, is that...

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