Learn the core practice of dividing a broad market into distinct subsets of consumers based on shared characteristics.

A market segment is a group of people with common characteristics. Companies market to different segments with advertising designed specifically to reach each.

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In today’s competitive market, companies must rethink how they connect with customers.

When companies segment their markets they need to decide which segment they should target first. This video covers how firms judge segment attractiveness. Copyright Mark Wolters 2019 Filmed in Paris, ...

Targeted marketing and personalization have evolved dramatically in the last decade. Engaging an audience overwhelmed by the internet’s content farm requires meeting fans where they are, speaking ...

Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock. The post When customers move like starlings — and what it means for ...