Who’s watching The Walking Dead anyway?

Clusters : Chris Cowan Chris Cowan, June 23rd 2016 Marketing Segmentation TV & media
Who's-watching-the-walking-dead-anyway

The first step to a successful marketing campaign begins with a thorough understanding of your audience. With that said, how many marketers are able to correctly identify their target audience? And even then, how much insight, beyond demographics, can conventional research uncover?

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Segmentation: telling you what demographics can’t

Clusters : Chris Cowan Chris Cowan, July 22nd 2015 Marketing Segmentation TV & media
Segmentation vs demographics

For many businesses, grouping customers for targeting purposes simply means demographics: gender, age and so on. This provides neither an accurate nor a useful snapshot of the customer-types in your market as most buying decisions derive from attitudes and behaviours and not from peoples’ age or gender. Instead, a true …

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