#customer-segmentation

#customer-segmentation

I don't like the traditional target market definition that focuses on demographics and firmographics: We sell to small businesses in the UK. Our fast-casual restaurant appeals to college students and young professionals. We target outdoor enthusiasts in the Pacific Northwest Our TV show is targeted at females, 19-29 years old. Sometimes this sort of description warranted. If you sell back-office software specifically for dentist offices under Norwegian law, then a demographic description is accurate. But my experience is that, for most companies, these dimensions incorrectly describe the market.

The days of generic, one-size-fits-all marketing strategies are behind us. Success hinges on how well you can tailor your content to meet the nuanced needs of each customer.