Effective marketers seek a balance between preferences in common across major segments and leveraging nuances that may increase segment relevancy and act as more direct triggers to purchase by connecting at a deeper emotional level with segments. The real question is whether homogeneous vs. targeted messages would attain the needed relevance level to cause additional prospects to purchase.
Marketing to Millennials is no exception to this conundrum. Millennials were not created equal in political outlook, mindset, consumer behavior or brand predisposition. Demographically, half of Latina Millennials and Non-Hispanic White Millennial Women are married but two-thirds of Latinas have children vs only half of those Non-Hispanic. Yet, demographics is only at the surface of any segmentation.... Read More