Marketers might not know it, but their segmentation and persona strategies might be hurting them. The urgency of customer needs should drive segmentation strategies, but most companies take a flawed, ...

In my travels as a strategy consultant, there is one constant among new clients: a lack of definition around target markets. Clients tell us they have clarity, but when we pull back the kimono, we ...

Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...

Marketers have long relied on simple demographic categories, including age, gender, income and region, to build segments and classifications. It’s convenient, easily understood and readily available ...

You’re mobile ordering your usual Friday burger. At checkout, a prompt appears: “Spend just $3 more and earn a free strawberry milkshake with your order” — your go-to sweet treat. You feel seen. And ...

Paul Fennemore is Managing Director of Viapoint. Viapoint is the leading Social Media Consultancy, Services and Training Provider. Paul backs up what he preaches by grounding it on objective and ...