This is what “people-based marketing” actually means

By | Multi-Channel, People-Based Marketing

“People-based marketing.” It’s one of those terms that gets tossed around too much. Much like “rebranding,” “organic growth,” and our all-time favorite, “synergy,” people-based marketing has been used so loosely that it threatens to become fodder for a Dilbert cartoon. The thing is, people-based marketing actually solves huge problems for anyone trying to sell a product or get a message across. But before you embark on a people-based campaign, make sure your partner is actually…

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Your ads might not be hitting real people. That’s a problem.

By | Multi-Channel, People-Based Marketing

Marketers have a problem. They’re not sure they’re talking to real people. This is an issue, as you can imagine. The inability to accurately track who your message is hitting across a litany of devices — the inability to know if your ads are even hitting real people (and not bots) — creates a host of problems, not the least of which is wasted money. Only one-quarter of all digital ad spend ever reaches actual…

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You can now build reliable global audiences and target them at scale. Here’s how.

By | Data, People-Based Marketing, Privacy

You want to build a global audience. You want to make sure it’s full of real, verified people. You want to perform U.S.-style ad targeting in countries outside the U.S. All valid objectives. But up until recently, you may have faced obstacles. Perhaps your global data was sparse or didn’t come from reliable sources. Perhaps you didn’t have global data at all. Maybe you weren’t able to correctly identify your global audiences across the litany…

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How to hire the next generation of government workers

By | Multi-Channel, People-Based Marketing

In its attempts to recruit younger workers, the government is facing some challenges. Since the 1980s, the median age of the federal workforce has climbed from 30 to 42. Around 7% of the federal workforce is under the age of 30. According to LinkedIn, “government” is one of the industries losing the most millennial job switchers. According to the 2018 Federal Workforce Priorities Report, agencies faced a host of problems in recruiting and hiring new…

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When the 5G wave hits, it will make identity resolution more important than ever

By | Mobile, People-Based Marketing

5G is going to be a big deal. It’s predicted that over 1.4 billion devices will be running on the fifth-generation network technology by 2025. According to PCMag, you’ll be seeing the first big 5G applications to pop up around 2021 or 2022. Before that, you’ll see wireless carriers mentioning 5G as they compete for space in consumers’ minds. 5G will also make identity resolution — already a difficult issue for marketers — that much…

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Mobile Advertising IDs, explained

By | Mobile, People-Based Marketing, Privacy

You want to create the best experience possible for your users and make sure they’re getting served with ads they actually care about. That can get tricky on mobile devices. Enter the MAID. Mobile Advertising IDs — or MAIDs, for short — are strings of digits assigned to mobile devices. Android assigns them. So does Apple. If you’re into cooking, news apps use them to float food-related content to the top of your feed. Instagram…

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How to segment your audiences, attract new users, and make more money

By | Data, People-Based Marketing, Segmentation

You’ve got data. That’s good. You know how people use your app. Or maybe you know what articles they enjoy on your website. Or the levels in your online game they like playing the most. But now you want to do more with that data. Maybe you’re Instagram, and want to increase engagement on live video. Or you’re the Washington Post, and want to get articles about “Game of Thrones” in front of people who…

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