Physical distance matters not. Digital tribes rule the roost. And KPMG International has put together a white paper that examines the need for marketers to target customers in a completely different way. Segmenting customers by demographics, geography and income levels is a blunt instrument in the digital economy. It’s no longer about a global versus local. It’s now about digital tribes and these tribes are more likely to form around areas of interest than geography. So is the existing marketing Holy Grail of a deep one-to-one brand connection with consumers outdated?
While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it's often the hard graft beneath the surface that makes the difference.