From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

Explore the transformation of consumer identity and the failure of traditional market segmentation strategies as regulations and technologies redefine how brands engage with their audiences in 2026.

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

Target market refers to a specific group of potential customers that a business aims to reach with its products or marketing efforts. Target market refers to a specific group of potential customers ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...

Dividing or segmenting a market is key for any marketer. By knowing the different types of potential customers we have we can better deliver a product or service that is tailored to them. In ...

Target audience segmentation is the process of dividing a target market into smaller, more defined groups based on shared characteristics such as age, gender, location, interests, and behaviors. This ...