What Apple's iPhone X and 8 Can Teach Tech Companies About Capturing Customer Segments

Posted by Alec Goldfield on Wed, Sep 27, 2017

With Apple’s recent, dramatic product launches—the iPhone 8 and X—the tech giant continues to fill the market with phones of different price points and features. This latest release builds on Apple’s history of appealing to multiple customer segments and offers lessons for other tech companies in doing the same.


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Demographics Be Damned: Three Steps to Optimizing Your Marketing Strategy

Posted by Chengappa Kodira on Wed, Sep 13, 2017

Nowadays, we often hear of millennials as a target demographic for growing markets and companies alike, and rightfully so. Representing nearly a quarter of the U.S. population, millennials also make up a larger chunk of the population than baby boomers and command significantly higher spending power, spending about $200 billion each year in the U.S., according to Nielsen. But a straightforward approach to targeting millennials may not be optimal. Why? Put simply, people’s purchasing decisions aren’t necessarily tied to a single demographic identifier.


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