Psychological Audience Segmentation

I recently read John Quelch’s article in the Harvard Business Review titled: How to Market in a Downturn. It’s a good read for every marketer, not because it confirms some things we already know but, because it will help marketers look at audience segmentation in a different light. Many professional marketers fall into the trap of relaying of the same segmentation they’ve always done if they were smart enough to have done it at all. I’m amazed at the number of companies that don’t specifically segment based on their own database of customers.

The point here and that of the article is to reevaluate the conditions on the marketplace and re-segment them accordingly. By doing so you’ll find new ways to craft messaging that will resonate with your customers.