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Audience Marketing: Replenishing Customer Context

Audience Marketing: Replenishing Customer Context

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.

Please Note: Extended description available upon request.


IDC Opinion
In This Insight
Situation Overview
Audience Marketing as an Intermediate Step to Personalization
Death to the "Product Selfie"
Why Now? Exposing the Effects of Sales Erosion
Audience Marketing Capability Analysis
Key Finding #1. Segmenting Audiences into Groups for Marketing Purposes Is an Extremely Common Practice. However, Marketing to Individuals Is Much Less Common
Key Finding #2. Matching Content to Buyer's Journey Stages Is also a Fairly Common Practice
Key Finding #3. Advanced Companies Are Almost Twice as Likely to Have a Corporatewide Strategy and a Dedicated Audience Marketing Leader
Key Finding #4. Few Companies Have Formalized Audience Marketing Practices
Key Finding #5. Survey Participant Company Size and Sector Effects on Audience Marketing Capability Maturity
Popularity of Audience Marketing Segmentation Strategies
Strategy 1: Functional Role
Strategy 2: Vertical Industry
Strategy 3: Buying Role
Strategy 4: Company-Solution Relationship
Strategy 5: Demographics
Strategy 6: Buyer Behavior
Future Outlook
Essential Guidance
Assign a Leader
Create a Library of Tailored Candidate Content Assets
Collect and Use Profiling Data
Use Technology to Bring Content and Buyers Together
Give the Audience a Heartbeat with a Persona
Figure: Capability Maturity: Marketing to Segments and Individuals
Figure: Capability Maturity: Buyer's Journey
Figure: Capability Maturity: Strategy and Leadership
Figure: Capability Maturity: Formalized Practices
Figure: Audience Segmentation Strategy: Functional Role
Figure: Audience Segmentation Strategy: Vertical Industry
Figure: Audience Segmentation Strategy: Buying Role
Figure: Audience Segmentation Strategy: Company-Solution Relationship
Figure: Audience Segmentation Strategy: Demographics
Figure: Audience Segmentation Strategy: Buying Behavior

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