‘Humanize Your Brand Messages With Mindset Segmentation’ – ‘MarketingProfs’ Blog
Kellie Cummings says, “Your customers no longer want to be treated as if they are consumers who all think alike and look alike and are therefore replaceable.
Today, people are seeking value and meaning in many areas of their lives; unlike consumers in the era of mass consumption, today’s customers expect brands to treat them as people first, and as potential buyers second.
For marketing teams, this shift in customer expectations requires an overhaul of customer messages. That overhaul begins with segmentation, which determines what companies know about their customers. The segmentation process is what creates a language and terminology for interpreting customers’ needs.
The segmentation methods of yesteryear (demographic, geographic, and psychographic) created a language about customers that was rooted in brand value—not personal value. Those rational and logical customer descriptions created a view of customers that was merely a reflection of a company’s brand”.
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