Column by subject

Targeting


Regeneration game Campaign, September 2016

Ageing customer base? Don’t panic. Time is on your side


Sweetly off target Marketing, August 2014

The best way to secure your target demographic? Don’t aim for the bullseye


Sense and segmentation Marketing, October 2012

Why marketers need to beware of ‘segmentation silliness’


The idealised self Marketing, February 2011

Why it’s better to depict the personal journey your customers are on, rather than see them as static ‘targets’