How to Handle Demographic and Psychographic Segmentation (without Looking Like an Idiot)

A common newbie marketing mistake is trying to talk to everyone. There are all kinds of buzzwords around speaking to a specific audience — segmentation, demographics, psychographics, generational marketing. Today Sonia talks about a few pitfalls and best practices.

Last week the New York Times ran a funny little piece about the Baby Boomers being The Next Hot Market to sell to. It sparked some thoughts on how (and why) we divide our markets into segments, the perils of trying to speak to everyone with the same message, and some of the dangerous curves on the road to segmentation.

In this 20-minute episode, Sonia Simone talks about:

• Using broad terms like “Boomer” and “Millennial” when those groups are incredibly diverse
• A few examples of dumb things marketers say about the millennials
• Demographics vs. psychographics
• The fascinating world of recommendation algorithms
• How to gather psychographic information when you don’t have a massive budget
• The dangerous can of worms segmentation can open, and how to handle it

Listen to this Episode Now

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