Best media strategy requires 1) get the segment right, 2) get the audiences right that deliver a high concentration of that segment.
Jun
6
Sharpening marketing…the difference between segments and audiences and why it matters
In: audiences, media, segments, targeting
2 Comments
Feb
14
Relating consumer segmentation and high performing audiences
In: advertising, big data, data driven marketing, digital marketing, programmatic advertising, research transformation
Comments Off on Relating consumer segmentation and high performing audiences
Drop the implicit assumption that consumer segmentation and audiences are the same thing. Creating high performance audiences is really the end goal.
Jun
28
Reinventing audience creation and consumer segmentation in a digital age
In: advertising, brand equity, consumer segmentation, data driven marketing, digital marketing, DMP, market research, research transformation, shopper marketing
Comments Off on Reinventing audience creation and consumer segmentation in a digital age
Advertisers, not media should now define the audience. Use consumer segments as building blocks to get both short term and long term benefits.