If you’ve been following the green marketplace lately, there’s a good chance your head is spinning. With endless studies that continue their obstinate rally toward the trivialization of just about any green concern, it becomes challenging to tell apart fluff from relevant data. As part of our Customer Segmentation Series, we go over the most relevant segmentation models out there, hoping to help marketers out on their quest to better messaging and relevancy. Read more…
There are many customer segmentation models out there, and our Customer Segmentation Series will go over the most popular ones – such as GfK’s Green Gauge, a market segmentation model that divides the green industry in five parts, based on online and in-home interviews. Read more…
Late last week, I was reading Andrea Fishman’s column at ClickZ on behaviour targeting and realized that it’s been a while since I last read an article on customer segmentation. I paused to think why. Is it because we’re in an individualist era, and don’t want to be boxed into a pre-defined category? Or does the access to terabytes of data just overwhelms us, and marketers simply don’t know where to turn anymore to identify the ideal audience for a given product? Either way, I decided we should start a customer segmentation series here at Kiwano’s blog, and hopefully provide a better direction to all the marketers out there – particularly the ones that have chosen to specialize in the sustainable and social markets. Read more…
Ever wondered why that genius marketing campaign you just put together didn’t have the impact you expected, even though you tested it out? You’re not the only one. This weekend I did some research on personality type indicators – and how marketers and advertisers should leverage them in a marketing campaign. Read more…
Earlier this week, I attended a tradeshow where I came across a potential client. We chatted a bit about marketing and new customer needs, and ended up talking about customer profiling systems. It’s interesting to realize how some systems still haven’t gone mainstream. Read more…
