Forget content: the oft-overlooked king in today’s increasingly complex B2B landscape is the customer. As well as being always – or nearly always – right, the customer is the start and end point of ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

Targeted marketing and personalization have evolved dramatically in the last decade. Engaging an audience overwhelmed by the internet’s content farm requires meeting fans where they are, speaking ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

Paul Fennemore is Managing Director of Viapoint. Viapoint is the leading Social Media Consultancy, Services and Training Provider. Paul backs up what he preaches by grounding it on objective and ...

In the 2002 film "Minority Report," the lead character, played by Tom Cruise, undergoes an eye transplant. As he runs through a shopping mall in 2054, he is bombarded with advertisements and ...