From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...

Explore the transformation of consumer identity and the failure of traditional market segmentation strategies as regulations ...

Dividing or segmenting a market is key for any marketer. By knowing the different types of potential customers we have we can better deliver a product or service that is tailored to them. In ...

Glance at an old-school marketing textbook, and you’ll probably see an image of a traditional marketing funnel—awareness, interest, desire, intent, evaluation and purchase. But the B2C landscape has ...

Target audience segmentation is the process of dividing a target market into smaller, more defined groups based on shared characteristics such as age, gender, location, interests, and behaviors. This ...