But enough to make a difference in their buying behavior?
People don’t like being lumped into marketing segments in Retailwire
by Guest contributor includes expert discussions at link
MarketingCharts staff
Through a special arrangement, presented here for discussion is a summary of articles from MarketingCharts, which provides up-to-the-minute data and research to marketers.
Personalization is all the rage these days, with a primary goal being to enable one-to-one communication. A new survey from Selligent Marketing Cloud may provide one reason why marketers who have yet to move to individualized campaigns may want to work on those efforts rather than marketing to broader segments.
The survey, fielded among 7,000 respondents globally, found an overwhelming preference for being treated as an individual rather than a member of a segment. Fully three-quarters (74 percent) agreed that they expect companies to treat them as an individual, not as a member of some segment like “Millennials” or “suburban mothers.” The figure was slightly higher (77 percent) when it came to U.S. respondents. ... "
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