Study Finds Most Marketers Don’t Know Their Audience: Here’s Why and How to Fix It

Study Finds Most Marketers Don’t Know Their Audience: Here’s Why and How to Fix It


When it comes to marketing, almost nothing is more important than knowing your target audience.

But what if I told you over half of marketers are missing critical information on their consumers?

In our annual survey of over 1,200 marketers, we found that just 42% know the basic demographic information of their target audience, like their name, gender, and location.what info do marketers have on their audience

And, the data gap doesn’t stop there:

  • Less than half of marketers know their audience’s interests and hobbies, shopping habits, the products they are interested in buying, their purchase history, and where they consume content.
  • Only 31% know the online communities their target audience is a part of and even less know the challenges they are facing.
  • Just one-fourth of marketers know the social causes their target audience cares about – a huge missed opportunity when it comes to expressing your brand’s values, especially when marketing to Gen Z and Millennials.

So why are marketers having such a hard time getting these data points?

Let’s take a look at the biggest challenges marketers face in getting the data they need and discuss some solutions to the disconnection marketers are seeing with their audience.

Download Now: Free State of Marketing Report [Updated for 2022]

The Biggest Challenges Marketers Face in Understanding Their Target Audience

A whopping 82% of marketers say having high-quality data on their target audience is important to succeeding in their role – but more than half of them say they’re missing key information.

So why is it such a challenge for marketers to get the data they need?

biggest challenges marketers face knowing their audiences

The biggest challenges marketers face in understanding their target boil down to two main issues:

1. New Data Privacy Measures

Data privacy regulations are reducing marketers’ access to the consumer data they need. At the same time, consumers are less trusting in sharing their personal data.

This results in marketers missing out on critical data on their target audience, from their shopping and media consumption habits to their basic demographic information.

2. Evolving Audience Targets

Consumers’ lives have changed drastically over the past few years, and with a looming recession, their habits, attitudes, and preferences are likely to continue shifting quickly.

The two challenges above are difficult to overcome because they’re actively developing as data privacy regulations tighten and unprecedented events that change consumer behavior continue.

So, what can marketers do now?

How Can Marketers Improve Their Data Strategy?

1. Gather First-Party Data

A great solution to increased data privacy regulations like Google’s planned phase-out of third-party cookies is gathering your own first-party data.

First-party data can be collected from many sources – your website, surveys, email, SMS, your CRM, and more.

Since first-party data comes directly from your customers, it offers high-quality insights about your audience and allows you to create a personalized experience for them.

2. Use a Single Source of Truth for Marketing Data

Only 27% of marketers say their marketing data is fully integrated with their systems and tools, and as we saw earlier, data not integrating well is a top challenge for marketers trying to understand their target audience.

Disconnected marketing data is problematic because you don’t have the full context needed to make data-driven decisions. On the other hand, a single source of truth offers a holistic view of your target audience by connecting all the data points you have.

A single source of truth also improves efficiency by making marketing data more easily accessible for marketers and their collaborators.

3. Keep Your Data Fresh

We talked about how consumers’ lives are changing rapidly and marketers need up-to-date data in order to keep up.

The interests, habits, and attitudes of your target audience probably changed several times over the course of the pandemic. And with a recession looming, your audience will likely change again – so whatever data tracking method you use, make sure your data is regularly updated to keep a pulse on your customers in real-time.

Another reason you need up-to-date information on your target audience is so you can pivot your marketing strategy and messaging in response to the changes your customers are experiencing.

Not only did over half of marketers pivot in 2021, 83% of those who pivoted changed course 2-4 times in one year. And 20% of marketers have already pivoted in 2022 due to a potential recession, so chances are 2023 will be no different.

Needless to say, you need a plan for when things go off course. When the next unprecedented event or unexpected challenge arrives, will you have the data you need to adapt?

In an ideal world, you would have all the data points you could ever want, but that isn’t always realistic. So let’s end by taking a look at which data points marketers say are most helpful to have.

The Most Helpful Types of Audience Target Data

Marketers say the interests or hobbies of their target audience is the most helpful data point, closely followed by consumers’ shopping habits, where they consume content/media, and the products they are interested in buying.what information is most helpful to marketers

Basic demographic information, purchase history, and the online communities their target audience is part of are also valuable data points.

A Crisis of Connection

If you’re realizing you might be missing critical information on your target audience, don’t worry, you aren’t alone.

Many businesses are currently experiencing a Crisis of Disconnection, and it goes far beyond poor customer data. Read more about the challenges on the horizon and how your company can navigate them in our series on The Crisis of Disconnection.

New Call-to-action

Leave a Reply

pga77 pga77 slot suster123 kijangwin ladangtoto rajatogel slot-gopay kakek zeus scatter-hitam scatter-hitam kijangwin suster123 scatter-hitam slot taiwan slot-gopay hoki99 slot linkaja slot ovo nenektogel gasing777 tumi123 bento123 fendi188 gasing777 66kbet scatter-pink scatter-hijau ladangtoto ladangtoto gudangtoto rajatogel nusantara4d ladangtoto scatter-hitam slot-bsi scatter-hitam ladangtoto slot-bri pga77 slot-goceng slot-10k opaltogel scatter-hitam jp188 ladangtoto slot-linkaja slot-cimb slot-gopay slot77 sbankjago sbca slot-qris ladangtoto slot-dana idnslot slot-mandiri slot-maybank ladangtoto scatter-hitam ultra889 sumseltoto medantoto rajampo raja88jp indoslot88 asiatoto88 mpltoto wajik777 tumi123 kembangtoto alexistogel mawartoto rajatogel wajik777 madu303 mpo888 sikat88 gucitoto pga77 pga77 ladangtoto olx188 gacor88 ayah4d pga77 pga77 gemilang4d ladangtoto petir388 kembangtoto sikat88 ying77 slot212 texas88 slot138 rp888 rumah258 cuan88 slot-bonanza scatter-hitam slot-dana kakek-merah rajampo lampung4d alay4d jambitoto manadototo binjaitoto pajaktoto popotogel 888slot jacktoto kaskustoto keitogel laku77 wing4d bostoto laetoto afktoto rudaltoto ojktoto pga77 rajagacor olxslot rajatogel jacktoto bento4d kaskustoto pga77 preman69 mpo808 mpoxtra838 rajatogel rajagacor ladangtoto asiatoto tumi123 olx188 bro138 galaxy77 asiatogel88 gacor88 rajatogel slot77 padangtoto rasa4d sdtoto omtogel ltdtoto dentoto rupiahtoto gacor88 pgbet slot-thailand mawartoto rajatogel rajatogel rudaltoto mawartoto topjitu toto188 mom4d 888slot sdtoto angkasa168 hondatoto 888slot bro138 scatter-hitam slot-zeus kaskustoto rajatogel tumi123 mustang303 api5000 senja777 super33 dewanaga89 hokibet dewa234 sizi99 cuanwin77 liga2000 88mega popi99 bento123 macauslot 888slot hoki178 jackpot108 gadunslot gacor88 king999 rajampo big777 kedai69 rp888 rajapaito ladangtoto rajatogel gtr11 slot99bet alba88 stars77 mangga2bet klik88 rans288 fin4d ceriabet leoslot88 agen108 dewasurga88 dragon222 gacorbos88 medusa88 pga77 pga77 pga77 surgawin homebet88 bento4d pga77 pga77 jago777 sgpslot api88 m77casino m77slot rajatogel bento4d m77casino m77slot hoki178 rudaltoto wajik777 gacor88 rajampo ladangtoto pga77 juragan69 texas88 mahjong69 galaxy77 pga77 hebat303 pga77 pga77 ladangtoto asiatoto inatogel toto88 jacktoto robintogel ladangtoto pga77 888slot wajikslot olx188 olxslot inatogel pga77 gacor88 pga77 bento4d robintogel asiatoto dewatoto gacor88 888slot slot-zeus slot-dana pga77 pga77 zodiak69 licin4d pga77 888dewa asian303 888slot indosultan88 slot-zeus Slot-Mahjong 66kbet rumah258 ying77 betseru pga77 scatter-hitam jayagaming lido88 hoki178 batik77 medusa88 duniabet303 royaltoto indosultan88 wdbos 888slot 888dewa wajik777 royaltoto wdbos gacor88 raja328 planet77 dewi188 slot-zeus slot-dana dewihoki fendi188 hoki178 batik77 pga77 naga138 robintogel surga55 pga77 slot-maxwin rajampo pga77 lotte4d 888slot pga77 angkasa168 pga77 cermin4d bento4d pga77 toto88 operatoto gacor88 olx188 m77casino m77casino pga77 pga77 888slot api5000 pga77 pga77 m77casino pga77 juragan69 pga77 presidenslot bighoki alexabet88 g200m m77casino mentari138 hoki178 olympus88 mega55 pga77 pga77 royaltoto panen77 pga77 garuda4d pga77 royaltoto sultantoto pga77 aksara4d arwanatoto bobatoto pga77 gacor88 m77casino 888slot 66kbet sritoto m77casino iramatogel mantra88 ajaib88 pga77 dewaslot88 pisang123 pga77 pga77 gas138 olx188 muara777 gacor88 dewaslot99 royaltoto pusat4d bos5000 pga77 888slot scatter-hitam pga77 sdtoto wis77 pamanslot meme4d diana4d prada4d neko4d angsa4d sinar777 brio4d pga77 okgas21 scatter-hitam slot-bonanza 98toto kingdomtoto direkturtoto rupiahtoto pga77 pga77 wongtoto akartoto kompastoto sultantoto gacor88 sumbartoto planet4d ngamenjitu 888slot royaltoto pga77 dorahoki pga77 pga77 pos4d djarumtoto kenzototo jejuslot mega777 royaltoto nirwana88 pga77 888slot pga77 pga77 palu4d royaltoto rogtoto omtogel Slot-Mahjong pga77 slot-demo pga77 slot-maxwin slot-zeus shitam sthailand pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 888slot pos4d pga77 m77casino pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 royaltoto sultantoto pos4d api5000 888slot pga77 pga77 m77casino pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 pga77 888slot gacor88 royaltoto pos4d 66kbet ying77 rajapaito pga77 pga77 gacor88 scatter-hitam pga77 scatter-hitam pga77 pga77 pga77 pga77 pga77 pga77 888slot pos4d sultantoto royaltoto