Don’t pigeonhole your customers

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Running Time: 10:57

Date: 01/05/2021

The labels marketers use to describe consumers are no longer fit for purpose. So says consumer engagement expert Michael Solomon, whose new book, ‘The New Chameleons’, outlines how consumers defy the categories in which businesses like to place them.

The world today has made our lives, and the job of marketers, more complex. Michael says the first step is to recognise that demographic dichotomies are disappearing, and that technology has eliminated the need to deal with large, homogeneous segments.