"Classic demographics like age and gender – despite being tried and tested for years – appear to be losing their popularity among marketers as the most common forms of segmentation. The wealth of customer data now available means brands are increasingly evolving their approach to reflect their consumers’ behaviour, attitudes and life stage."
So what does this mean for your organization?
The bottom line is it requires pivoting from 'what has been' to 'what will work'. Making this shift will likely lead to listening to and researching what your members/customers feel, want, and desire. Only then can you map back to your organization and its different offerings. Doing so in this order will shed light on where the opportunity exists, including how best to segment and relate to the person(s) on the other end.
To read more: Marketing Weekly
This is the Gokotta Group's blog.
It is the place for us to make note of changing times, new ways of thinking, and provide examples of how greater impact is being created. It's also a spot we can focus on people. And, occasionally, showcase the type of projects the Gokotta team supports (see "Case Studies" below).