Tuesday, June 14, 2011


What's the most important thing?
Deciding what's important.

With regard to segmentation in any marketing effort the first and most important step is the one most frequently left out.

Your first segmentation is not by demographic or even psychographic.

It's working out those who are likely to be receptive versus those who are not.

This doesn't completely fix the conundrum around '50% of my advertising is wasted, I just don't know which 50%' but it's a start.

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