Market segmentation is the strategic process of dividing a broad consumer or business market into sub-groups of buyers who share common needs, preferences or characteristics. Traditional approaches ...

Few would disagree with the view that since the 1950’s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy. If you define your market segments ...

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 ...

Forbes contributors publish independent expert analyses and insights. Rebecca Shaddix covers overlooked aspects of big data and technology. Oct 28, 2024, 10:45am EDT Attribution in marketing gets a ...

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 ...

Selling to other businesses has never been simple, but in 2026 the game has shifted significantly. Buyers self-educate before they ever speak to a sales rep. Committees of six to thirteen people weigh ...

Instagram has become one of the most important platforms for small businesses that want to build visibility, connect with ...

Traditional client segmentation? That’s so 15 years ago. That was one of the takeaways from a presentation yesterday by Michael Nathanson, the CEO of Focus Financial, at this year’s Schwab IMPACT ...

More emails are being sent today than ever before: The number sent and received is projected to reach 376.4 billion by 2025. For that reason, it's now more complicated for senders to reach their ...

While auditing PPC accounts from agencies, freelancers and in-house teams, I’ve found that Performance Max campaigns typically fall into one of four categories. Below, I’ll break down each category, ...