When you’re constructing a retail marketing strategy, it can be helpful to use a popular marketing mix known as the four P’s ...

Marketers might not know it, but their segmentation and persona strategies might be hurting them. The urgency of customer needs should drive segmentation strategies, but most companies take a flawed, ...

It’s not uncommon for SEO professionals to find themselves thrust into a role with little to no training in traditional marketing theory. However, as the organic landscape becomes increasingly complex ...

You’re mobile ordering your usual Friday burger. At checkout, a prompt appears: “Spend just $3 more and earn a free strawberry milkshake with your order” — your go-to sweet treat. You feel seen. And ...

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 ...

Microsegmentation is an essential element of a zero-trust security model. Here’s how businesses can get it up and running. In a world without perimeters, a zero-trust approach is critical for ...

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 ...

When setting up Performance Max or Shopping campaigns, structure and segmentation are often among the first considerations. Your approach depends on the account’s size, conversion volume and overall ...

Javince Chan, manager, platforms and data advisory at Eyeota, a Dun & Bradstreet company, examines targeting in APAC ahead of ATS Singapore 2025. He expands on regional uniformity and local precision, ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...