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Revamp Your Marketing Strategy: Ditch the One-Size-Fits-All Approach

29 Mar 2025 · 1 min

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This short transcript excerpt contains a marketing discussion where Speaker A criticizes the old one-size-fits-all customer persona approach. They argue for more targeted segmentation—identifying two or three distinct customer types and creating specific strategies (metaphor: use specialized nets to catch higher-value 'species'). The exchange frames outdated broad personas as low-value and urges marketers to target multiple defined segments.

Chapters

What's one outdated practice that used to happen a lot 20 years ago that you still see people doing now which they probably shouldn't be and they need to let go of?
As most people will know, I'm a big, big supporter of customer Persona, customer avatar. I'm also studying for a degree in marketing so I've looked into that side of things years ago, people still do it. Nowadays it's a case of one box, ticks all. Now you people must have a much more targeted approach to it. Again imagine it to having a net and throwing it just a standard net in the sea and dragging it up and you'll catch, you'll catch a few fish bits this, bits of that. But it's quite low value. Rather than having a specific net going out and targeting certain species and then and catching up certain species which is of greater value. Now I'm not saying you only take one customer. What you've got to do, you've got to look at two or three types of customer and target them accordingly and that's the way forward.