From its early function as a simple broadcast channel to its current position as a personalised, data-informed, and relationship-driven medium email engagement with clients remains one of the most enduring and powerful tools available to marketers and brand managers.
Marketers and brand managers are working in an environment where consumer behaviour shifts rapidly, yet many of the tools and processes they rely on were designed for a slower, more predictable world. There is a growing fear that the speed and complexity of modern audiences have outpaced traditional branding tools, which were built around periodic research, manual insight gathering, and campaign cycles that move in months rather than moments.
Mastering the Categories of Market Segmentation gives marketers an all-important tool in their utility belt of strategy and implementation. It gives the ability to align messages with specific needs and aspirations while preserving a coherent brand identity.
