The right message to the right person at the right time

While you weren't looking, marketing has changed fundamentally. The Holy Grail — the right message to the right person at the right time — is finally here. If you sell anything, Psychographics is your future. Better find out how the game is played.

For Google, Meta and Microsoft, making their users' content so relevant that they stay engaged is the business. They're very good at it already and they're getting better. And we're all very good at giving them the means to do it. As we use our smartphones and other devices, we're creating staggering amounts of data on every move we make.
Making useful sense of it is why the platforms have bet the house on a type of AI called Machine Learning.
Machine Learning turns the massive amounts of data these platforms own — Google claims to have 70 million data points on almost all of us — into Psychographic patterns or profiles.
Machine Learning is so crucial to the platforms that they've scooped up the best AI brains on the planet and are funding them to compete at the cutting edge. It's no surprise that progress has been astonishing.
Google, Meta and Microsoft are now letting marketers use the same poweful machines and algorithms that drive their businesses to build ours. The Holy Grail of Marketing — to get the right message to the right person at the right time — is finally within our reach.
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