Segmentation based on Generation Beyond during gender, age, income, ethnic heritage, education, or other demographic variables for segmentation, many marketers target generational cohorts. This approach doesn’t require the use of psychographic information to enrich the demographics. It does possess some…

Consistent consumer segmentation execution Follwing are questions you need to answer when consumenr segmentation is under execution.  What is your current segmentation approach and model?Do you leverage different segmentation type -value, behaviour and need based segmentation in conjunction?Do you understand how the segmentation…

Building online customer relationship JUST FOR a moment, I’d like everyone to take off their advertising hat and become a consumer, with passions, needs and preferences. Think about a brand which you feel a particular connection with, one that helps…

Each organization needs to assess its current capabilities to develop relevant customer segmentation and to translate this analysis into differentiated customer experiences. Relevant Consumer Segmentation insight: What drives your existing customers in terms of attitudes, needs and behaviors? How are…

Harnessing word of mouth The rewards of pursuing excellence in wordaof-mouth marketing are huge, and it can deliver a sustainable and significant competitive edge few other marketing approaches can match. Yet many marketers avoid it. Some worry that it remains…