Segments & Personas in a Changing World
Marketers have long used segmentation to better understand, reach and serve their customers. The idea is to divide the market into useful groups, identify your target segments, and tailor the products, prices, service experience, channels and messaging to resonate with those segments. However, marketers are increasingly finding that traditional ways of segmenting consumers – by demographics, behaviours, projected value or psychographics – have grown less useful over time. Two factors are to blame: Consumers are becoming less fixed in terms of who they are and how they behave, and digital marketers are increasingly able to micro-target consumers as individuals rather than as groups.