The Audience Targeting Imperative

October 8th, 2010

Joanna O'Connell

With contributors:

Kate van Geldern , Jennifer Wise , Emily Riley

Summary

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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