Targeting, Profiling and Personalization

This is the second in a series of papers that present emerging strategies and best practices for senior marketers to help their organizations prevail at today's speed-of-light rate of change. Success metrics are evolving to encompass a longer-term perspective.

Today, marketers need to master a complex array of channels and relevant touches to connect with an increasingly mobile, discerning and demanding digital audience. What matters today are the relative cost and the long-term yield of building a unique ongoing relationship between your brand and your customer. Positive Return on Engagement is becoming the new measure of marketing success. By maximizing relevance, marketers can optimize their connection with their audience and add value to the exchange. No matter what the conversion objective is—ecommerce sale or lead generation via a download form - relevant content helps create effective conversion paths that maximize audience engagement with your brand.

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