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People-Based Marketing: The Evolutionary Tipping Point

AcxiomFebruary 06, 2018

Like anything that happens gradually, it takes a while before an evolution becomes obvious. In scientific terms, it can occur over the course of generations, but no matter what the relative time scale, the evolutionary sequence is the same. First, it’s just a blip, small changes observed within a small group. Then in time the behavior or characteristics which have been proven to provide competitive advantage suddenly normalize, and begin to present themselves or are adopted by the majority.

As Acxiom’s corporate CMO discussed in a previous post, the idea of people-based marketing is a lot older than people think. He writes, “while the language we use to describe this practice is new and continues to evolve, the fundamental concept at the heart of people-based marketing is as old as marketing itself – engaging real people with relevant offers based on what you know.”

Today, over 50 years since the term “direct marketing” was coined, people-based marketing as we now know it has hit a tipping point in its evolution. More and more marketers are successfully – and consistently – unlocking the potential of this approach, broadly leveraging it to solve for fundamental business needs such as increasing sales revenue, customer acquisition and improving customer experience and engagement. They are also looking to people-based marketing to achieve an omnichannel view of the customer, which 74% of marketers surveyed said is critical to their company’s marketing goals.

In an upcoming webinar, experts will unpack the key findings of the recent Forrester Consulting study, Elevate your Marketing with a People-Based Approach. The webinar, featuring Joe Stanhope, VP and Principal Analyst at Forrester, and hosted by David Cole, Acxiom’s Chief Analytics Officer, and Jeff Smith, GM and CMO of LiveRamp, will discuss how 212 respondents from across five industries assessed their people-based marketing capabilities. They will also review case studies from real companies who have used people-based marketing to their advantage.

A way to be better, faster, stronger, smarter. The promise of evolution is that the traits and behaviors that more consistently lead to victorious outcomes will always prevail. Here’s an opportunity to make sure you don’t get left behind.

Register to join us on February 14th at 1 p.m. EST/10 a.m. PST. After the webinar, you’ll receive an exclusive download of Elevate Your Marketing with a People Based Approach, a commissioned study conducted by Forrester Consulting on behalf of Acxiom and LiveRamp.