What if you could deliver a unique, customized experience tailored to each individual customer?
It’s called 1-to-1 marketing, and recent technological innovations are enabling marketers to get a lot closer to this goal.
One of the ways companies are delivering website personalization now is through customer segmentation. When based on the dynamic, ever-changing context of your customers and their past interactions with your organization, segmentation can approximate 1-to-1 personalization in meaningful ways that drive growth.
Here are some helpful questions you can ask yourself when creating new customer segments, from a recent ClickZ article:
- What data sets can be attributed to each customer? How can these distinctions be used to create customized messaging across various touch points?
- Which opportunities convert best and under what conditions? And which opportunities remain “stuck”?
- What is unique about the product segments that have the fastest traction and adoption?
- What are the usage patterns of high-value people? What other channels do they access? Are there upsell opportunities that can be optimized?
Read the full article for more, including an intriguing thought experiment about how BMW could use re-targeting to drive revenue after the sale of a new car: RIP Mass Marketing, Long Live 1:1 at Scale.
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