No matter what product or service you sell chances are you don’t have a “one message fits all” approach that will resonate with every single one of your customers. The solution is to spend some time ...

Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

In customer-based businesses, the “customer” is not just an abstract idea; they are living, breathing beings that come to the marketplace with all their “stuff”. Understanding exactly who they are ...

In the 2002 film "Minority Report," the lead character, played by Tom Cruise, undergoes an eye transplant. As he runs through a shopping mall in 2054, he is bombarded with advertisements and ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

Editorial Note: We earn a commission from partner links on Forbes Advisor. Commissions do not affect our editors' opinions or evaluations. A customer data platform (CDP) collects data from online and ...

You are probably familiar with the idea of scenario analysis used in strategic planning: You focus on different possible future outcomes to design a strategy that is flexible enough to accommodate ...