Three Keys to New Marketing: Customization, Segmentation and Cross-Platform

At this point few people doubt that the success of a marketing campaign goes through integration with social networks, because the experience of consumers on the Internet is changing as well as changing their profile, aspirations and demands.

And how is this new consumer? He lives in an urban environment, has a medium-high purchasing power and, above all, spends a lot of time connected, at home, in his office, on the mobile phone and on the iPad. While on the subway check your mail and make a query in an opinion forum. Buy a t-shirt and send a photo to your friends through  social networks. The opinion of your online community plays a big role in your buying decisions. He is a customer accustomed to buying online and does not settle for the first thing he sees.

And what does this new consumer want? This new consumer demands offers that connect with his “digital lifestyle” and differentiate him from anonymous and unknown mass. That is why the next evolution of the Internet will be web 3.0, the one that can customize searches according to the interests of consumers. This same concept is translated into the world of  marketing.

If a brand wants to reach this type of customer, it will have to be used in depth. And how? Here are some keys.


Most of these new consumers are looking for an online shopping experience that sets them apart from the heap. That is why the first thing to do to attract this customer profile is to treat you as an individual and not as a name in a database. Is not it the same as calling you? And talk about something that does not interest too much to be called by your name and know your tastes and even your birthday.


The key to attracting the attention of this increasingly demanding consumer is to offer you something that really interests you. But that can hardly be done if we have no idea who he is and what he likes. Hence the importance of segmenting databases as much as possible based on demographics, age, marital status, interests, etc. Because it increases the chances of hit and hit. It seems common sense, but often is not done, for economic considerations. . For what we are going to deceive, the more segmented the database, the higher its price. But it’s worth it, especially in customer loyalty and retention campaigns.

Multi-channel or multiplatform

As customers gain experience as Internet users and online shoppers, the phenomenon known as  cross-channel commerce  originates in which online search is increased to buy offline and where buyers are typically more aggressive and spend more money . This forces companies to integrate their marketing and communication actions both online and offline. It is what is known as marketing “multichannel”.

How to attract and retain this new type of consumer? That is more and more demanding, hyper connected and empowered, that thinks in review sites (like TripAdvisor or Ciao, for example) and is guided by the opinions of other users? It seems clear that we will have to use  marketing techniques  as sophisticated as this new consumer? We will have to find, know and remember through a strategy that integrates diverse platforms and channels in the online and offline world.

With proper strategy multichannel combining email marketing, social media marketing and online advertising channels “lifelong” tele-marketing and postage, we could expand up to 12 times the effectiveness of a campaign  email marketing. Neither can we forget about the mobile devices, because that new consumer spends a lot of time online from the mobile (40% of the mails that receives the reads in these devices).

The marketing  multichannel is a trend that is being implemented very successfully in the US, there are few companies that are hiring. But everything will move, it is possible that in a few years, marketing 360 or multichannel start to take force. Or not? And you do you think?

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