Trends Report

Marketers Have No Idea How Consumers Actually Feel About Advertising

November 20th, 2019

Summary

Using Forrester’s Empowered Customer Segmentation, there is wide variability among consumers across parameters including channel, industry, and personalization level. Progressive Pioneers nor Reserved Resistors — who sit at opposite poles in this segmentation — universally love or hate ad targeting or personalization Most marketers don't understand people at all in this regard, and what they don't know can hurt them.

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