Similarly, you can boost engagement with dynamic behavioral-based messaging. This can be anything from incentivized overlays and notifications, re-targeted display ads, exit intent overlays (Going so soon? Sign up for our newsletter and get a 10 percent discount on future purchases), emails and more. The most important thing is to rely on the data to design and trigger highly targeted, personalized messages with laser-like precision based on the micro-segment you have built.
The possibilities of micro-segmentation
The buyer journey is no longer linear, and the consumer has all the power which is why location, channel, mindset, recent activities, current environment and other contextual factors need to be taken into consideration for the best personalized experience. Micro-segmentation offers you the best way to identify who your buyers are, how they behave, and what matters to them—and discovering this information enables you to create the most compelling and relevant experiences for each of your audiences you want to target, particularly the most high-value customer segments or those where there is opportunity for improvement.
If this all sounds overwhelming, you’re not alone. Many digital marketers—even in today’s age of digital analytics—aren’t equipped for this intense level of analysis that includes the complexity and difficulty of layering hundreds or thousands of data points to uncover key micro-segments. The way forward is to take advantage of artificial intelligence (AI) to intelligently find connections in real-time, ideally integrated into your digital experience platform. In this scenario, AI does the heavy lifting of complex data analysis for you, helping to uncover micro-segments with ease. With these and other advances gaining maturity, micro segmentation and personalization are now well within reach for most organizations.
Heidi Unruh is vice president of global content marketing at e-Spirit.
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