Gina Roupaka joined the 7th Marketing Directors Forum about Marketing Accountability. Introducing the importance of accurate consumer targeting, she presented 5 common pitfalls that prevent marketers from using segmentations in a holistic way during the process of brand management.
She
discussed the value of choosing the right target group and the criteria which
define the right selection. She also described the great effect of the ability
to find out one big insight, the target group’s ‘secret’ and use it as the
brand strategy’s heart, leading to a consumer driven growth as the only safe &
accountable way for a profitable brand development nowadays.