‘S’ Word Revival
Throwing tradition to the wind, Ad Age recently published an article stating segmentation is dead. It seems one-to-one techniques are pushing segmentation to the fringes of marketing strategy.
Well, not really.
To arrive at a one-to-one relationship with a customer, companies need to understand customer perceptions, behaviors, demographics and psychographics; the stuff of segmentation. Once a baseline understanding is in place, it is possible to begin to address an individual customer on his/her terms.
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