Whether they're buying car insurance or professional-grade skis, customers go through cycles of exploring, researching and purchasing. The most successful companies plot the purchasing cycle for every individual customer and tailor their messaging accordingly.
This degree of customized marketing requires effort, notably talking with customers to understand their wants, needs and preferences.
But in an increasingly digital world, brands rarely, if ever, interact with their customers face-to-face. Instead, companies must collect, connect and action the information they can gather about consumers from their online brand interactions to make the experience more personal and, ultimately, more profitable.