Customer Segmentation

Too often marketers fail to get segmentation right. They think of it merely as a targeting tool – a way to message audiences more effectively. But segmentation, done right, is so much more than that. Because different customers want different things. So segmentation should be used as a way to identify unmet needs – to understand the differences between segments, so that the brand can close the gap between what customers are looking for and what the brand can offer them. In short, segmentation should be the cornerstone of marketing strategy.