This document discusses challenges with cross-platform user targeting. It describes three main targeting options - cookie-based, person-based, and inference-based - along with their strengths and weaknesses. Marketers are encouraged to shift from audience targeting to relationship management by gathering user data from various sources to improve targeting across devices. The recommendations are to push innovation, ensure privacy policies align with brand values, and invest in creative strategy along with targeting.
Ähnlich wie Solving The Cross-Platform Targeting Riddle: Why Marketers Should Not Be Satisfied With Today's Mechanisms And What They Can Do About It (20)
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Solving The Cross-Platform Targeting Riddle: Why Marketers Should Not Be Satisfied With Today's Mechanisms And What They Can Do About It
1. Headquarters
Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA, 02140 USA
Tel: +1 617.613.6000 • Fax: +1 617.613.5000 • www.forrester.com
For Marketing Leadership Professionals
Why Read This Report
As consumers increasingly embrace personal mobile technologies, the third-party cookie, the most
prevalent desktop-based targeting mechanism, is showing its limits at identifying and addressing your
target audience — let alone at reaching the same user cross-platform. Today’s targeting challenge for
marketers is threefold: 1) reliably identifying, in a persistent manner, an individual consumer; 2) reaching
that consumer across an ever-increasing number of devices and platforms; and 3) partnering with vendors
whose infrastructure is still built around traditional targeting mechanisms. Read this report to make
sense of today’s cross-platform targeting ecosystem, understand the pros and cons of each targeting type,
develop your own plan for cross-platform user targeting using this knowledge, and determine where you
want the ecosystem to improve — and fast — to meet your specific targeting needs.
Solving The Cross-Platform Targeting Riddle
Why Marketers Should Not Be Satisfied With Today’s Mechanisms
For Targeting Individuals Across Platforms — And What They Can
Do About It
by Joanna O’Connell
with Luca S. Paderni, Samantha Merlivat, and Collin Colburn
August 23, 2013
evolving consumer behaviors reveal flaws in TRADITIONAL TARGETING
In the past few years, increasing adoption of tablets, smartphones, and other connected devices has driven
the growth of perpetually connected consumers (PCCs) in every part of the globe.1
Forrester defines the
perpetually connected consumer as one who owns and personally uses at least three connected devices
and accesses the Internet multiple times a day from multiple physical locations, at least one of which is
“on the go.” Through their everyday actions, these consumers are changing the terms of their relationships
with marketers, demanding greater relevance in every interaction.
■ Perpetually connected consumers are mainstream. In the US, by the end of 2012, 42% of online
adults met the Forrester definition of PCCs, up from 38% in late 2011.2
Globally, Forrester predicts
that by the end of 2013, close to half of online adults will be perpetually connected. This opens up the
opportunity for marketers to address consumers at any time and in different contexts and, at the same
time, poses a challenge, as interactions at each touchpoint need to be more data-driven and targeted to
be relevant.
■ PCCs value utility, personalization, and relevance. These types of consumers want to be addressed
by content designed around their needs and wants.3
Forrester’s Mobile Mind Shift Index estimates that
22% of consumers now demand mobile utility: They expect any desired information or service to be
available on any appropriate device, in context, at their moment of need.4
These expectations call for
individual rather than segmented marketing. Marketers need to develop the ability to recognize and
target individual consumers, on whichever device they use, at any point in time.5