Why Marketers Struggle to Consistently Identify Their Audiences
Written by Ross Benes Article from eMarketer Marketers are invested in accurately identifying their target audiences, but they often miss the mark. In a July 2018 survey of 408 marketing industry professionals in North America conducted by Winterberry Group and Data & Marketing Association (DMA), only 2.4% of respondents said they plan to reduce their spend on marketing identity solutions over the next year. Marketing identity products tie together reams of data so that marketers can more accurately identify the people who see their ads. Just one in seven of the North American professionals polled said that they are able to identify audience members extremely well. Most respondents indicated that they can identify their audience fairly or somewhat well.