Marketing is applied at different stages of the buying cycle: acquisition, conversion, loyalty... And each stage has its own objective. In the acquisition phase, the challenge is to generate traffic on your e-commerce site. In the conversion phase, the aim is to transform the site visitor into a customer.
While segmented marketing can be effective for acquisition, it quickly shows its limits regarding conversion and loyalty. Individualised marketing is, therefore, much more relevant. Here are some explanations.