Why Stereotypes and Assumptions are Fostering a Culture of Delusion Among Australian Marketers

Despite a proliferation of CCOs, terabytes of customer data and unprecedented oversight of online behaviour, most brands are ill informed about who their audience really is. The truth is poor use of audience data and half-baked insights are fostering a culture of delusion among Australian marketers.

Marketers need to kick their addiction to market segmentation; conjuring up preconceived ideas of who their target markets are, what they value and how they behave. Brands are simplifying their audiences to their own detriment.