The future of segmentation - and why we can't resist putting people in boxes

This article describes the shortcomings of using consumer demographics, while also looking at the ways marketers should approach segmentation in a world increasingly saturated with data.

The future of segmentation - and why we can't resist putting people in boxes

Martin HaywardAimia

Millennials seem to have become the marketing world's favourite target audience recently, which is odd because in a world where we can potentially hyper-personalise our marketing targeting and communications, we have reverted to an assumption that there are several hundred million people around the world who are all the same by dint of their birthday.

To make it even less precise as a targeting tool, there's even argument about what we mean by millennials and, depending on where you look and who you...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands