Facebook coined the term “People-Based Marketing” back in 2014 when it rolled out Custom Audiences on its advertising platform. They used the term to describe how marketers can use CRM and consumer data to engage people on digital platforms.  This provided marketers the opportunity to use indepth data in their campaigns that was only previously available through snail mail direct marketing.

See, Consumers are inundated with thousands of marketing messages every single day, and they want to be treated like PEOPLE (crazy concept, huh?).

People-Based Marketing recognizes and reaches real people with messages that matter to them, via their phones, inboxes, app’s, you name it. Done right, living, breathing human beings get offers they actually want to see, because you’ve connected data about them and understood their preferences, instead of a settling for a partial understanding. You also gain the ability to measure activity at the individual level, to learn from each interaction and optimize efforts going forward.