Millennials and segmentation: ‘It would be funny if it weren’t so dangerous’

3 december 2018

I know I shouldn’t. Every fibre of my being is telling me to stop. But I can’t help it. It’s almost a compulsion. I have to do it. I need to. I must talk about millennials. Or perhaps, more accurately, talk about the people who talk about millennials. I thought they’d gone away, but it seems they’ve returned. And they’re worse than ever.

Take a deep breath. Dive in. It’s sink or swim now.

Or segmentation, targeting & positioning to the uninitiated. It’s a core principle of marketing. And no, I’m not getting into the Byron Sharp vs. Mark Ritson debate about reach vs. targeting. First you segment the market. Then you decide which segments you want to target. Then you position your offering to them. Segmentation is, in principle, straightforward. You divide & group people (the market) according to the meaningful behaviours & characteristics they share with each other. The people within each segment should be homogenous to each other & heterogenous to the people outside of the segment. If they’re not, you haven’t got a segment.

Lees deze linkedinpost van Lee Grunnell, Brand Strategy Director at Thirteen

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