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Manu mathew

Three Steps Toward a People-Based Marketing Strategy

People-based marketing has continued its meteoric rise since the concept debuted at Advertising Week almost three years ago. In fact, a recent study commissioned by LiveRamp found it “has become a strategic imperative for virtually every brand,” with 92 percent of marketers saying that the inclusion of people-based tactics in digital marketing is “vitally important.” Defined as the ability to target real people across channels and devices using a persistent identity, a people-based approach enables marketers to deliver…