Page 7 - 2023 Omnichannel Marketing Handbook

Taking it a Step Further

Savvy marketers are increasingly tapping into the benefits of ad-
vanced artificial intelligence (AI) and machine learning strategies to
boost their consumer intelligence.

In some cases, they’re combining demographics with other cus-
tomer data to drive more detailed audience segmentation and to
target these segments with highly relevant content.

Through segmentation, you can tailor your messaging to groups of
prospects based on where these groups are in the buyer’s journey.
Consumers who just made a high-dollar purchase, for example,
don’t need top of the funnel information to learn more about that
product. They also don’t need middle of the funnel information that
pushes them to buy. But they would be interested in learning tips
and tricks that will help them keep their new purchase performing
well or delivering the best results.

By segmenting your customers, you’re not only offering information
that can engage them in a purchase, but you’re also taking care of
their needs throughout the lifecycle. Past customers are more likely
to recommend you and come back to purchase again when they
feel cared for and understood even after the sale.

Omnichannel Marketing Handbook 7