We are all aware of how having a better awareness of who your customers are and fully understanding their needs and buying behaviours, will enable you to create more focused campaigns. However, by delving a bit deeper, or micro targeting your customer base, you will be able to define those more profitable sub-sections of your customer base and to reach out to them on a more individual basis.

Whilst a company needs to continually expand its marketing reach and add new contacts that can then convert into new customers in order to grow, fully realising the potential of your existing customer base is always a more cost effective use of marketing resources. Covering both aspects will allow for the establishment of an effective marketing and promotional strategy.