Human needs and behaviors are fluid and heavily influenced by diverse social, emotional, and situational contexts. By tapping into this contextual fluidity, marketers can embrace and respect the individual diversity of consumers. They come to recognize that individuals within the same consumer segment have different needs, passions, interests, or objectives depending on their real-life experiences. This empowers marketers to work wonders by tailoring specific products or messages to these distinctions, unlocking the precise hooks that seize the attention of the target audience. This process of ‘unboxing’ creates a more meaningful, intentional, and nuanced approach to segmentation. The result is a clearer path to ‘non-skippable’ creative and exceptional products.
When we eliminate the walls that divide us, we start to see the bridges that unite us.
This enables us to construct a broader-reach brand strategy. Understanding what differentiates consumers provides a deeper understanding of the common threads that connect them. This knowledge empowers marketers to expand their targeted strategies, reach a wider audience, and even target a mass audience across segments. Accelerated growth is achieved by widening the net beyond your target audience and establishing strong brand associations with key demand entry points and emotionally resonant themes.