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?
Segmentation: telling you what demographics can’t
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 …