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.
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The Anonymous Gap is expensive
If companies don’t address the anonymous gap there will be large opportunity costs and lost revenue. However, if you do deal with it effectively you will increase engagement, conversion and revenue, becoming more profitable while developing a competitive differentiator.
According to Gartner, Deloitte and others, customer experience (CX) is the new battlefield for most companies. Therefore, addressing the anonymous gap is extremely important in delivering a better CX. However, with most websites there is a big disconnect as about half of website visitors bounce2; they will leave the landing page they arrive on without a click or other activity. That means half your acquisition spend is wasted.
With customer acquisition costs having increased by almost 50%3 in the last five years, not doing a better job with anonymous website visitors could be both the biggest, and costliest, problem for digital marketers. And it could also be the best opportunity.
Youneeq AI helps companies address the anonymous gap. Our artificial intelligence-powered personalization and recommendation platform is optimized for the anonymous audience and is the fastest, and most effective, way to address the anonymous gap whether in ecommerce, content marketing, publishing or other industries.
(Sources: 1. Adobe, Act-On, Marketo; 2. Google, Brafton; 3. Hubspot, ProfitWell)
