What this lesson covers
How do I split a market into groups that behave differently enough to market to differently?
- Why mass marketing wastes money
- Demographic, geographic, psychographic and behavioral segmentation
- Tests of a useful segment: measurable, reachable, substantial, actionable
- Segmentation in B2B markets
- How ad platforms turn segments into audiences
Why this matters now
Placeholder for the lesson's opening story: a vivid, real moment where a marketer or small-business owner meets this exact problem.
Client Track
Placeholder for the optional Client Track sidebar: how to apply this lesson to a real business, client, campus organization or cause.
Key terms
Placeholder for the lesson's key vocabulary.