How many times do you try on a garment that says it fits all but is either too tight for you or way too loose?

In marketing, we constantly try to look at the different demographics for each target audience and produce marketing campaigns and communications pieces to ensure that people feel like they are being marketed to as an individual rather than as one amongst many.

Customer segmentation if done properly ensures that customers are treated like individuals, yet many companies, big and small, still fail to see the importance in doing this.

It’s like Christmas. I happen to be Catholic and therefore I celebrate Christmas. Yet, many of my clients are Jewish or Muslim and because of their faith, they do not do the same.

At Marketing Eye, rather than ask such a personal question to ascertain what faith our clients are, we tend to leave Christmas alone and celebrate clients being important to us on an individual basis throughout the year.

So often I see large consumer marketing campaigns ignoring the fact that Australia is multicultural and they wonder why their client base is so one dimensional.

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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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