Why the constant need to put consumers in segments ?

Marketing 101 teaches us that we need to understand consumers and segment them for our marketing to be effective.  The problem with this strategy is that today there could be a lot of sub-segments with your target audience, each with its own needs and wants. One message for everyone does not work well with consumers who refuse to be thought if as “segments” but rather individuals.
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Reaching Today’s Boomers & Seniors Online

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    The Internet is an everyday part of boomers’ and seniors’ lives; it is the top source for gathering information on topics of interest, outpacing TV and print media by a substantial margin. As an advertiser, it is critical to be present across many digital platforms in order to engage this audience. Online video, search, and social networks build upon each other.

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Disconnect between awareness and conversion

Disconnect1Awareness, of most brands and products, is not going to lead to conversion. You may be aware of the new Kia but when it comes time to buy a new care Kia may not even be on your list for consideration.  There is a disconnect between awareness and conversion.
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The ad industry is woefully out of touch

713644918_reality_check_xlargeConsumers are downloading Ad Block software in droves and more and more TV viewers are time shifting rather than sit through commercials yet the ad industry, with trade magazines like Adweek and Ad Age, still talk about the most buzzworthy spots as if that buzz is going to translate into sales. Continue reading “The ad industry is woefully out of touch”

Social media is dictated entirely by consumers

G6XD2Mike Mikho said recently.. “Social media is dictated entirely by consumers, not brands. Trends, discussions, and points of interest are going to be generated by news, current events and pop culture, not brand business goals. With the exception of a few brilliantly conceived lines by a handful of companies, the majority of the hashtag encouragement is a waste of time (and for anyone promoting trends, a waste of money). Brands will always have a hard time starting a conversation, especially about their products, because people would rather talk about who Kim Kardashian is marrying or which athletes are taking steroids. The brands that really achieve earned media at scale are the ones who relevantly insert themselves into ongoing conversations in a fun or witty way.”  But is that even enough to drive conversion? Continue reading “Social media is dictated entirely by consumers”