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For B2C Marketing Professionals

The Audience Targeting Imperative

October 8, 2010

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Authors

  • By Joanna O'Connell
  • with Kate van Geldern,
  • Jennifer Wise,
  • Emily Riley

Why Read This Report

Digital marketers must embrace audience targeting to efficiently and effectively connect with their target consumers. But navigating the audience targeting vendor landscape — one increasingly crowded with specialists, one-stop shops, and everything in between — presents challenges. Forrester recommends that marketers proactively test into the opportunity, using the purchase funnel to guide their strategic approach.

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Tools And Templates

Models and Calculators

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  • Marketers Want Better Targeting Of Ads

Table of Contents

  • Audience Targeting Holds Great Promise
  • Audience Targeting Works
  • Challenges To Adoption Exist
  • The Purchase Funnel Should Inform Your Approach
  • RECOMMENDATIONS

  • Marketers Should Test Audience Targeting
  • Supplemental Material
  • Related Research Documents

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