“Marketing is all about people,” say PowerPoint slides everywhere. But it’s true: They’re who we want to persuade, coax, cajole, entice and delight.
But hitting some people isn’t the same as hitting the right people.
The original promise of digital marketing was that we’d finally be able to do two things that had always been mutually exclusive: reach real people at scale.
The reality is that most marketers only reach the people they want to reach some of the time, in some walled gardens.
In this slideshare, we’re proposing a return to that bigger vision – as well as a way to make it real.