A market segment is a group of people with common characteristics. Companies market to different segments with advertising designed specifically to reach each.

This helps businesses develop and market products more effectively, targeting the right customers to meet their needs and boost sales. Market segmentation is the process of splitting a business’ ...

This content is produced by a publishing partner of Open Mic. Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum.com ...

Victoria Kent questions whether age is really the most useful way of understanding people, or if marketers should be looking to other more telling factors, like temperament and personality traits ...