In Marketing, Look Beyond Generational Grouping
“Generational grouping, like demographics, are too often treated as a crutch due to easy access. It’s simple to look at a group of customers or prospects through the lens of age, marital status, product ownership, channel, and so on. Why? Because we have this data in our systems and it’s cheap and easy to obtain.
But we are shortchanging ourselves, our employers and our profession when we stop there. To help marketing be a driving force of organic, sustained growth for our companies we need to do the hard work of truly understanding those we aim to serve and no longer rely on generalities and averages of the masses.” – Love this post from Joel Mier of Genworth.