Everyone learns/consumes information differently, by reading, hearing, watching and doing. To effectively reach and engage your customer segments, you need to reach them where they are and how the prefer to engage.

To properly align your customers to channels they use and in formats they most consume, it helps to have clear customer segments and map their customer journey asking these questions:

·       Where did they start their journey? On the web? By phone? Via social media?

·       What’s the time difference between research and purchase?

·       How many times did they engage with your channels?

·       Which engagement was most meaningful? (This can be difficult to determine.)

·       What is the acquisition cost per customer? What contributed to that cost?

·       What’s the goal?

To do this, you need tracking/attribution on all channels, integration between systems to aggregate and analyze customer behavior, and regular reporting to make decisions. Using a simple optimization calculation, you can improve reach, penetration and conversion.