As marketers, we’re all trying to improve the customer experience and increase conversions. We have these things in common.
However, some marketers are much better at doing so than others.
What is comes down to is that delivering a single message to your entire customer base is an inherently flawed strategy. High-value customers, frequent browsers, seldom purchasers, brand enthusiasts and first-time visitors are all differently characterized and must be engaged uniquely.
This is where customer micro-segmentation comes into play.