On average, 95% + of website visitors are anonymous.
The single biggest digital marketing audience is anonymous, yet the majority of budget and resources are focused on acquisition and known visitors.
This is the Anonymous Gap.
The single biggest digital marketing audience – likely your biggest segment – is Anonymous. You don’t know who they are. They could be first-time visitors, don’t allow cookies, are not logged in, didn’t come from your email link, or are visiting from a new device or browser.
Research predicts it will get worse with stricter privacy laws (GDPR, CCPA, PIPEDA, etc.), new website cookie rules, and with many younger demographics using anonymous search (DuckDuckGo) and incognito mode.
However, most websites still focus on acquisition and targeting known visitors. Some research has shown that many digital marketers will spend only 2 cents on engaging and converting anonymous visitors for every $1.00 spent on acquisition. And these same companies will dedicate most of their time and resources on their known visitors who are in their CRM database.
Since most online growth will likely come from new, anonymous visitors this represents a big gap.