One Size Does Not Fit All

In marketing, we constantly try to look at the different demographics for each target audience and produce marketing campaigns and communications pieces to ensure that people feel like they are being marketed to as an individual rather than as one amongst many.

Customer segmentation if done properly ensures that customers are treated like individuals, yet many companies, big and small, still fail to see the importance in doing this.

It’s like Christmas. I happen to be Catholic and therefore I celebrate Christmas. Yet, many of my clients are Jewish or Muslim and because of their faith, they do not do the same.

At Marketing Eye, rather than ask such a personal question to ascertain what faith our clients are, we tend to leave Christmas alone and celebrate clients being important to us on an individual basis throughout the year.

So often I see large consumer marketing campaigns ignoring the fact that Australia is multicultural and they wonder why their client base is so one dimensional.

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