Research from Econsultancy and Signal found that people-based marketing, or reaching customers with one-to-one messages, is on the rise. In fact, 92% of media buyers
and their clients are increasing spend in the area, according to the research. Interestingly, 83% of media buyers said people-based buys have superior performance compared
to traditional buys.
Of course, it's still early days for the approach, and some marketers have
concerns. Seventy-eight percent said they're concerned about data governance within walled gardens, and 77% said they had concerns about closing the
attribution loop within these gardens. Additionally, 74% of respondents said they worry about customer data they're handing over through people-based initiatives.
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