Beyond identity resolution, marketing leaders can employ several strategies to effectively identify and reach their target audiences across various channels.
Data-driven segmentation plays a crucial role. Instead of relying solely on demographics, marketers should utilize a wider range of data points, such as purchase history, website behavior, social media engagement, and interests, to create highly targeted audience segments.
Customer data platforms (CDPs) can be instrumental in this process, as they unify customer data from diverse sources, providing a single, comprehensive view of each individual, which enables more precise segmentation and personalized messaging.
Omnichannel marketing is essential for a seamless customer experience. Marketers should ensure consistent messaging and experiences across all touchpoints, including email, social media, website, mobile apps, and physical stores.