Death of Consumer Segmentation Article Review

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Market segmentation: Article review

According to the advertising and marketing trade publication Ad Age, despite the commonly-embraced concept of consumer segmentation, the 21st century may oversee the death of this method of market analysis. First and foremost, "the rather static definition of consumer segments is becoming less reliable in our extremely volatile society, especially in today's economic climate" (Fassnacht 1). In other words, identity segments are changing faster than marketers can build coherent new market segment definitions. As soon as a campaign is generated, it becomes irrelevant. Additionally, the volatility of modern society means that consumer's self-definitions have become far more complex. Consumers today are very resistant to being pigeonholed. The "feel, rightfully, that they belong to a multitude of segments. They can be the professional executive in the morning, the boyish sports fan in the evening, the churchgoing father figure on Sunday" (Fassnacht 1). Some advertisements have attempted to embrace this complexity (by showing 'cool moms,' for example, or executives that enjoy going off-road in rugged SUVs).

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But it can be challenging to determine what multiple identities a likely target consumer fully embraces when creating a holistic advertising campaign based upon the concept of segmentation.

Finally, consumers now, in the age of the Internet, have much greater power to self-select advertisements. They can easily click away from advertisements that do not interest them and can also choose to experience content very quickly that might not be associated with their general demographic. This increases the breadth of potential consumer experiences on one hand but also means that consumers can choose to narrow….....

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https://www.aceyourpaper.com/essays/death-consumer-segmentation-188880
   

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