Post by American Marketing Association

Recent research from the AMA and Kantar shows a clear opportunity for marketers to get more from segmentation. By ensuring cross-functional input and looking beyond current markets, segmentation can become a catalyst for true customer-centric growth. But there’s another challenge: marketers’ confidence is slipping. AMA and Kantar’s latest survey found that confidence in marketing teams’ ability to drive growth is at its lowest point in five years and only half of respondents believe their organization has a clear strategy in place. The takeaway? It’s time to evolve how we approach segmentation and reconnect strategy with confidence in execution. Source: AMA & Kantar ➡️ https://bit.ly/4r4nZ1U