Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...

It’s not uncommon for SEO professionals to find themselves thrust into a role with little to no training in traditional marketing theory. However, as the organic landscape becomes increasingly complex ...

In my travels as a strategy consultant, there is one constant among new clients: a lack of definition around target markets. Clients tell us they have clarity, but when we pull back the kimono, we ...

Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

Twitter added several new features to its Audience Insights dashboard, positioning marketers to leverage persona targeting and segmentation capabilities to help increase the response rate to Twitter ...

You’re mobile ordering your usual Friday burger. At checkout, a prompt appears: “Spend just $3 more and earn a free strawberry milkshake with your order” — your go-to sweet treat. You feel seen. And ...