This IDC Web conference discusses audience marketing practices. Customers perceive marketing content to be self-serving when it talks only about products with no effort to match these to the buyer's context. Audience marketing is the modern marketing function that fills this customer context gap. In this IDC Web conference, Kathleen Schaub, vice president of IDC's CMO Advisory Service, presents the latest research on the state of audience marketing practices. She addresses a range of questions, including:
- What are the most popular strategies in advanced companies?
- What defines a leader?
- What tips do expert practitioners offer to make progress in this important capability?