Number of Figures: 10
This IDC Insight presents the findings of IDC's survey on audience marketing practices. Customers perceive marketing content to be self-serving when it talks only about the features and benefits of the product with no effort to match these to the buyer's context. Audience marketing is the modern marketing function that fills this customer context gap. Audience marketing personalizes engagement by segmenting customers into cohorts that share meaningful attributes and creating content and campaigns based on these attributes.
This Insight describes the state of audience marketing in tech companies today. It ranks various audience marketing strategies by popularity and highlights the advantages and disadvantages of each. Essential guidance for implementation, summarized from interviews with marketing executives experienced in audience marketing, is also provided.