Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...

Brands chasing growth through new segments often alienate their most loyal customers. Here’s how to manage segment conflict before it breaks your brand. Segment conflicts matter. Customer segments ...

When applied respectfully with the customer in mind, predictive marketing paves the way for more meaningful one-to-one interactions. Traditionally, businesses relied on basic data points for ...

Two weeks ago, I began to answer the question, What is a business model and why do I need one? A business model allows you to visualize your business and its interrelationships on a single “canvas.” ...

Understanding customer behavior is key to creating marketing campaigns that generate high response and revenue. One of the best ways to understand customer behavior is to study customer migration ...

In celebration of its 160th anniversary, HSBC has collaborated with its media partner OMG and subsidiary creative and content division, Fuse, to unveil a video showcasing how the bank connects with ...