A Channel Conflict Truce: How Direct-to-Consumer Offerings Benefit Both Brands and Retailers
In the last 20 years, digital has uprooted just about every part of marketing, with perhaps one exception: the idea of the target market.
As our understanding of consumer behavior and data science continues to advance exponentially, we have the opportunity to re-think old targeting paradigms. The idea of limiting an audience based on segmentation is outdated in a world where behavioral targeting, data science and machine learning can deliver relevant messages to multiple segments simultaneously.
The future lies with reverse segmentation - flipping segmentation on its head to target all receptive prospects in order to drive exponential growth potential.