This is content archived from our old website. Our new blog is Trendlines.

Throw that broad brush away

You are a new entrant to a market, an established company breaking into a new market, a disruptor, or an established market-leader seeking to entrench your position.

No matter: without some understanding of how your new target market is segmented, any marketing and selling you do will be broad-brush at best.

The likely result? A lower return on investment, effort and engagement. Ho hum, back to the future.

Time to turn to intelligent, people-centric analytics that help you gain leverage from the public data and interactions available in the social web, and which will let you seek out and define target audiences in detail.

What’s more, you can take segmentation one step further, by refining the names, locations, and perspectives of those with influence within those segments that do interest you.

Then you can directly engage with these people through your marketing. These influencers can help you amplify your brand specifically to the target market and segments you wish to reach.

Call it “individualized segmentation”, something we’ve all been looking seeking for years.

Alan Smith: is Head of Customer Engagement at DIGIVIZER.