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Report: 'Always addressable' customers to transform marketing

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Cambridge, Mass.—Half of all U.S. adults will access the Internet multiple times per day from multiple devices and locations by the end of this year, providing a competitive advantage to companies using advanced attribution tools, according to a report by Forrester Research. Among other forecasts in Forrester's “2013 Interactive Marketing Predictions,” large brands will increasingly test text analytics to discern and act on customer “tone” and intent; advertising and direct marketing vendors (such as email service providers, data management platforms and Web analytics companies) will converge to reach customers wherever they are; and forward-looking marketing vendors increasingly will enable sophisticated, predictive ad targeting and modeling. The Forrester report is based on an online survey fielded in May and June, weighted by age, gender, income, broadband adoption and region for a representative sample of the U.S. adult population. There were 30,978 U.S. respondents.
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