Comments on: Can you take market segmentation too far?

By: the challenge of choice | markdalius.com

the challenge of choice | markdalius.com — Tue, 14 Dec 2010 00:56:00 +0000

[...] I can’t help but wonder if “57 channels and nothing on” is actually caused by too much choice rather than not enough? Custom content for all is just sophisticated market segmentation, but what [...]

By: Linda Parkinson-Hardman

Linda Parkinson-Hardman — Thu, 25 Feb 2010 18:28:51 +0000

I see what you mean about the shampoo packet Steve. I have to admit that I’m becoming more sceptical of advertising by the day and find that I disbelieve almost everything I hear on the radio or the TV, simply because I cannot believe how it applies to me any more.

There was a time when advertisers thought that their audience might actually have a little intelligence, but that has gone out of the window and I find that I’m irritated by the way they usually talk down to the viewer, as if we aren’t able to make up our own minds.

But, back to the comment you actually made. As we discovered yesterday, being specific works (in some areas), as long as you aren’t patronising – in my humble opinion of course

By: John Moyce

John Moyce — Sun, 14 Feb 2010 10:02:41 +0000

Hi Steve
Interesting observation – obviously the L’Oreal is one of a set and when we look at case studies if they fit “your” profile then “you” pick up the product in a far higher % than just generalised.
Be interesting to see how much product sales this generates, of course we won’t know unless they keep it on the shelves.

As for your segmentation think that takes it a bit far, with your first segment way under the rib cage – if it could be found.

Be a good strand for “Photograher Specialising in unusual Weddings” sky diving, scuba, up a mountain, wing walking – you know your worth it!
Cheers
john