Atlas Issues White Paper on ‘People-Based Marketing’

People-based marketing has been the mantra since Facebook relaunched its Atlas ad platform last September.

People-based marketing has been the mantra since Facebook relaunched its Atlas ad platform last September.

Atlas released a new white paper this week, “Behind the Buzz: People-Based Marketing Defined,” and head of marketing Jennifer Kattula said in a blog post introducing the white paper:

If you’re reading this right now, it’s safe to say you’re probably already familiar with the phrase “people-based marketing.” We’ve been hearing it a lot, too, ever since Atlas debuted it at Ad Week last fall. We’re glad it’s caught on, and we’re pretty sure we know why.

By 2018, mobile will account for more than 70 percent of all digital marketing spend, leaving desktop behind. And since the measurement technology marketers have relied on for years hasn’t evolved fast enough to meet the demands of mobile, marketers are excited about the prospect of finding new and more effective ad solutions. Others in the industry have also begun using people-centric terminology to describe their products.

However, not all people-based marketing is created equal. The only ad tech solutions capable of finding and engaging directly with consumers are the ones that deliver accurate, authentic insights about real people, based on persistence and scale.

The white paper is available for download here, and Atlas provided the following key takeaways:

  • Marketers must evolve beyond cookies to reach consumers on mobile. If they don’t, they’ll be left behind by those that do.
  • “People-based marketing” has gained industry traction because it promises a new solution to the challenges mobile advertising presents.
  • Mobile mandates a new marketing philosophy for the 21st century. Kotler’s famous “4Ps” are now the “4Cs”: choice, convenience, cross-device and creative sequencing. Every decision marketers make should be rooted in these fundamentals.
  • The “4Cs” are the why of 21st-century marketing. Accuracy, persistence and scale are the how. Real people-based marketing delivers across all three planes.

Readers: What are your initial thoughts on “Behind the Buzz: People-Based Marketing Defined?” David Cohen is editor of Adweek's Social Pro Daily.