Commentary

Know Your Audience

A new WhitePaper from the Winterberry Group “Know Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace,” explores how “identity” is growing as a primary key to driving personalization and enhanced experiences across all marketing efforts. The research revealed that 58% of marketing practitioners have intensified their focus on identity within the past year, and 47%plan to increase their investment in the coming 12 months.

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Only a handful (15%) of survey respondents said they can accurately and consistently recognize their audiences today, in support of delivering relevant marketing communications.

 ANA CEO Bob Liodice, says “Marketers today face complex, numerous, and costly challenges that affect their brands’ ability to engage with their audiences in relevant, respectful, consistent, personalized, and meaningful ways. This report clearly shows that marketers are seeking tangible strategies for identifying and engaging customer audiences in ways that are responsible, personalized, and optimized to meet both consumer needs and business objectives.”

 Bruce Biegel, senior managing director at Winterberry Group, follows by noting that “Marketers are increasingly coming to see ‘identity’ as the key to delivering improved customer experiences and personalized interactions with audience members across all touchpoints. That focus is only likely to intensify in the near future, especially as marketers get a better handle on the changing regulatory landscape and gain a better understanding of how to address the complexity inherent in integrating data with the right collection of platforms and processes.”

 Given the positive trends and focus on adoption, the Winterberry Group estimates that market expenditure on identity solutions in the U.S. will rise from $.59 billion this year to $2.6 billion by 2022.

 The insights within the report were developed through an executive-level outreach effort capturing the perspectives of over 400 advertisers, marketers, publishers, technology developers and marketing service providers across the identity, marketing, data and privacy sectors.

 The report, published by DMA, a division of ANA, and sponsored by AcxiomDrawbridgeExperianLiveRampSignaland Throtle, explores what’s required for identity solutions, what use cases identity supports and why businesses are challenged to more rapidly take advantage of these opportunities.

 The full white paper may be downloadedhere, says the summary. 

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