Why People-Based Marketing Platforms Will Begin to Dominate in 2017

This past year laid the foundation for major transitions across the marketing landscape. Those trends will accelerate in 2017, ultimately reshaping our industry for decades to come. The drivers of that transformation are two-fold. First, we are in the “Era of Digitalization,” where all forms of media are rapidly becoming digitized — from planning to activation to measurement. That digitalization further breaks down the barriers between media channels, which leads to the second driver — an intense focus on single identity as marketers strive to create a unified view of their customer. In fact, these are the big enablers behind all the interest in people-based marketing. Ultimately, marketers want to engage real people in the real-world. In 2017, that becomes possible and the impact will be felt in numerous ways. […]

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