From Market Segmentation to Customer Segmentation: Opportunities for Competitive Advantage and Growth, Part 2

Multistep marketers’ search engine marketing efforts target consumers based on where they are in the buying process. Their landing pages should address consumers' specific needs.

Shopping preferences. Targeting based on shopping behavior represents another opportunity to increase competitive advantage and growth. The thinking here is that people who purchase the same product often purchase for different reasons and make purchases differently.