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