Contextual Marketing in the Increasingly Anonymous Era
The vast majority of website visitors are anonymous—97 or 98 percent, according to different studies. That is, for most companies, only 2-3 percent of visitors share an email address or other identifying piece of information that qualifies them as ‘known.’
Despite this staggering figure, today’s marketers focus most of their efforts to engage the small minority of known prospects via email. Anonymous data plays an important and direct role when it comes to driving contextual marketing experiences – enabling not only more relevant interactions with visitors in an unknown state, but also more compelling known customer experiences.
In this report, seasoned industry analyst Andrew Jones makes the case for marketers to leverage first-party, anonymous data to engage prospects and customers far more effectively than their competitors – and provides the technical guidance needed to achieve success.