Advertisers, not media should now define the audience. Use consumer segments as building blocks to get both short term and long term benefits.
consumer segmentation is important, but as an input into something more…the creation of an audience for a specific purpose.
In: advertising, big data, content marketing, customer journey, customer relationships, data driven marketing, digital marketing, market research, marketing, media, mobile, path to purchase, programmatic advertising, shopper insights, shopper journey, shopper marketing
7 priorities for addressing the slippage between the brand preferred and the brand bought, revealed by adopting a path to purchase framework.
We are moving into a POST-DEMOGRAPHICS, data driven era for media strategy…where behavior-based media strategies offer RECENCY, RELEVANCE, and REINFORCEMENT targeting.