In the digital environment, marketers should look beyond the traditional marketing funnel towards understanding the personal customer journey at a more granular level. The route someone may travel between becoming aware of a brand and making a purchase is complex and varied, and simply applying the same tactic to each person in a particular phase in the customer lifecycle is not going to deliver the optimal results.
With the access to customer data we have today, along with the tools we have for dynamic messaging, we are able to reach a degree of personalised engagement in order to resonate with consumers on both a rational and emotional level. ..
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