Madison cautions against marketing mistakes with segmentation
By Felicia Nwosu
Christopher Madison, CEO of Dentsu in New York City, has warned marketers about a critical error in their strategies that could cause brands to lose customers.
On his LinkedIn handle, Madison highlighted the importance of distinguishing between targeting for brand building and customer acquisition.
As a brand custodian, he explained that brand building requires a long-term, emotional approach, while customer acquisition demands a sharper, behaviorally-driven strategy. He stressed the need for ruthless sales segmentation, prioritizing purchasing behavior over demographics.
The renowned top marketing professional advised marketers to segment their strategy, not just their audience, by understanding the buying cycle. He recommended a broad, emotional approach for brand building and a narrow, tactical approach for immediate sales.
By recognizing this fundamental difference, marketers can achieve success in both the short and long term. Madison’s insights have sparked a conversation on the importance of strategic segmentation in marketing.
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