Marketing is a socio-cultural and socio-economic activity. Great marketing success often lies in anticipating and acting on change in societal and cultural trends which are not yet mainstream but around the corner. Today’s post on my blog is about one such change waiting to happen at the deepest level of society and culture.
In my experience segmentation will, as the digital age proceeds, morph into two separate but complementary dimensions.
The first dimension I would call “Proto-Segmentation” in that it will be as defined by Wendell Smith in 1956: “Market segmentation involves viewing a heterogeneous market as a number of smaller homogeneous markets in response to differing preferences, attributable to the desires of consumers for more precise satisfaction of their varying wants”
Proto-Segmentation will drive the development of products and services for at least the next few decades until driven by advances in 3D printing and artificial intelligence, the age of the on-the-fly customisation of products and services dawns.
The second dimension is the dimension of “self-segmentation”. The rise of self-segmentation is the direct result of the rise of social networks and online communities combined with the new era of the Web-empowered consumer.
hardraincafe.blog 