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“Advertising Age” Michaelis Fassnachtas teigia, kad seniai metas pakeisti požiūrį į tradicinį vartotojų segmentavimą. Trumpai:

• the rather static definition of consumer segments is becoming less reliable in our extremely volatile society, especially in today’s economic climate;
• consumers are never just part of one segment. Rather, they feel, rightfully, that they belong to a multitude of segments;
• it’s easier to let them [consumers] choose and decide what is relevant for them than to predict relevance based on any expensively calculated segment identity.

Ypač įdomus yra paskutinis M. Fassnachto argumentas. Tačiau kaip ryžtis tokiam eksperimentui?

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Artūras Kokoškinas  (472 įrašai)