Hasta La Creative!

Good customer segmentation is important, but it’s not the starting point of a targeted marketing communications or media plan, especially today when the clarion call is for marketing efficiency. Today the combination of available data, big-time processing power, asset management and marketing automation technology means we can really target individuals at scale, using business rules and decision-ing logic to trigger the “right time, right place, right message to the right person” ideal we’ve been making conceptual PowerPoint slides about for decades.

To target is “to select as an object of attention or attack.” While “attack” is a little severe as a marketing term (albeit less disingenuous than “engage”), it means selecting something with precision, assuming a high likelihood of a particular outcome. Given the latter clause, I’m struck by how many marketers have conflated segmentation with targeting. “Should we create a contact strategy for the Power Millennials segment?”

Umno.

Continue reading at AdAge.com