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Why You Shouldn’t Use Customer Demographics to Segment Markets

February 9, 2018

Effective marketers aim for “the right product, price and message for the right customer at the right time.” Today, technology makes it possible for us to customize and distribute our offerings and messages to very specific, targeted audiences. However, if you don’t understand what drives customer behavior, you can’t develop the right marketing mix.

One common practice can lead marketers astray: the use of demographic variables as the primary basis for customer segmentation.

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