A December 2013 study from Forrester Consulting for ExactTarget found similar results. Once again, acquiring new customers and retaining existing ones were the top priorities cited by US marketing leaders.
ExactTarget reported that marketers still looked to “targeting large-scale, demographically defined audience segments” as their primary mode of customer acquisition. And the source noted that new technology should help improve such efforts, as marketers would be able to target more effectively, personalizing content for customers while building better relationships. Read the rest at eMarketer.