How to implement a people-based marketing approach – ASA WHILLOCK | DMR #180

Today I'm joined by someone who is a part technical product manager and part marketing visionary. He is is a principal product manager leading Adobe Marketing Cloud’s Device Co-op and People Core Services teams. Welcome to DMR, Asa Whillock. [You can find Asa contributing to Adobe’s digital marketing blog] On this episode of Digital Marketing Radio we discuss how to implement a people-based marketing approach, with topics including: How do you define people-based marketing? How do you implement a people-based marketing approach? What are the benefits of people-based marketing? What would be an example of people-based marketing in action? In relation to this, what consumer privacy issues should today’s businesses be aware of? How does people-based marketing differ from the marketing approach that many companies are taking today? Today we’re seeing a mobile-first reality for many businesses. Is it difficult to apply a people-based approach to mobile? Something else we’re seeing today is the proliferation of big data. How does a people-based approach sit with that? [Tweet ""People are the ones who purchase products, not devices." @awhillock #PeopleBasedMarketing"] Software I couldn't live without What software do you currently use in your business that if someone took away from you, it would significantly impact your marketing success? PowerPoint [Presentation deck software] Adobe Connect [Web conferencing software] What software don't you use, but you've heard good things about, and you've intended to try at some point in the near future? Evernote [Digital notetaking] My number 1 takeaway What's the single most important step from our discussion that our listeners need to take away and implement in their businesses? Invest in people-based marketing. It works. No matter if you're a measurement professional, if you're a data management professional, if you're in advertising. Every facet of digital marketing benefits from the perception of 'who are the people behind this device'. Because people are the ones who purchase products, not devices. That's it!