B2C segmentation beyond statistical data
When purchasing or renting a B2C list the segmentation seems to be straight forward. Select the age group, gender, marital status, income, interests and the target audience is clear. Unfortunately it’s not 100% true.
The truth is that people are much more than numbers and facts. A pretty obvious statement, however marketers often forget that.
What the heck am I talking about?
- biological age is not equal to the psychological age;
- gender is not equal to the sexual self image;
- income does not reflect the buying ability.
I am not saying that marketers should focus on segmenting their audience by meeting each person personally by identifying whether they would be interested in the product or service, however it is very important to keep in mind that part of your segment is not the right segment is in the first place.
