Larry Kim

Founder of Wordstream

Founded WordStream in 2007. Bootstrapped the company. Used consulting services revenue to fund a team of engineers and marketers to develop and sell software for search engine marketing automation.

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People-based marketing

In search advertising or marketing, it’s not possible to know exactly who you’re targeting with your ads. What I mean by this is you’re basically targeting anonymous people who have searched on certain keywords or have visited certain pages on your site. And you don’t really know who exactly they are, so the new trend in advertising—and ad targeting—has to do with the rise of people-based marketing.

This will allow marketers to target your ads to specific people—just upload a list of emails and phone numbers, create a custom list, and then upload that to Facebook or Twitter, and then you can message to those exact people. The benefit of this, of course, is that you have total control over who sees your ads, which means much better return on investment for businesses.

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