Is Segmentation Marketing a Relic of the Pre-COVID Era?

The COVID-19 pandemic undoubtedly changed the marketing landscape for a wide range of industries – but just how different will marketing strategies look in the months and years to come? Will strategies that still rely on clear segmentation continue to succeed, or is segmentation marketing ready for its curtain call?

To source insights, Voice of B2B Daniel Litwin invited Formation Co-founder and CEO Christian Selchau-Hansen, also a member of the Forbes Council, to this episode of MarketScale’s B2B Today.

Formation is an enterprise software company working to optimize the customer journey through personalized marketing experiences, and Selchau-Hansen also brought experience developing solutions for companies like Square and Zynga to the conversation.

In a recent interview with Forbes, Selchau-Hansen offered marketers the following piece of advice – focus on leveraging first-party data to create longer-term customer engagement strategies and personalized, engaging campaigns.

Now, with COVID receding further into the rearview mirror and things like cookies out of the picture, what barriers exist to collecting that first-party data in a meaningful way?

Litwin and Selchau-Hansen explored a few of Formation’s case studies to learn how retailers and customers are resondpong to relevance & personalization in their offers, how Formation aids marketers in personalizing the experience for the end-user and how that work relates to future strategies that can help juggernauts like Starbucks and smaller retailers, alike.

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

innovative data center practices
Applied Digital Strengthens Community Relations through Innovative Data Center Practices
May 21, 2024

As Applied Digital continues to expand its footprint across rural America, its commitment to integrating with and revitalizing local communities stands out. The company’s unique approach to building and operating data centers brings advanced technology to these areas while stimulating local economies and fostering community development. How does Applied Digital ensure seamless integration and…

Read More
data center operators
From Fields to Data Centers: Applied Digital’s Training Program Transforms Farmers into Data Center Operators
May 21, 2024

Nick Phillips, the EVP of Hosting Operations and Public Affairs at Applied Digital, emphasizes the transformative impact of Applied Digital’s training programs, which convert agricultural land into high-tech data centers and enable farmers to transition into skilled data center operators. This initiative highlights the company’s commitment to community development and technological advancement.

Read More
water conservation and sustainability
Water Conservation and Sustainability Are Critical for a Data Center’s Success
May 21, 2024

Digital infrastructure is essential, and as data centers expand, their environmental impact, water conservation and sustainability have come under scrutiny. As the demand for data storage and processing capabilities grows exponentially, so does the concern for the environmental impact of these facilities, particularly in terms of water usage. Nick Phillips, the EVP of Hosting…

Read More
AI-driven computing
Reducing the Gap in Skilled Trades Can Be Solved by Boosting Trade Education Initiatives
May 21, 2024

Currently, skilled trades are facing significant shortages making the need for innovative solutions and passionate involvement more urgent than before. Statistics indicate a looming gap in the workforce, expected to reach millions in the next decade, as older generations retire without sufficient newcomers to fill their roles. At the heart of this issue is…

Read More