From Market Segmentation to Customer Segmentation: Opportunities for Competitive Advantage and Growth, Part 5

* Multichannel marketing: Short-term multichannel marketing provides two opportunities to increase top- and bottom-line results: better integration and redirecting budgets based on return on investment.

By focusing on a handful of products generating the majority of your customer acquisition and sales, and integrating your timing and messaging across channels, you can increase e-commerce sales by double digits.

* Buying cycle stages/shopping behavior: Easiest, least expensive and fastest to do online, there are likely numerous opportunities to optimize your e-commerce sales, online lead generation and customer acquisition by targeting different buying stages with paid search advertising copy/offers, landing pages and microsites.