Lance Porigow, Chief Marketing Officer, The Shipyard writes that the future lies with reverse segmentation - flipping segmentation on its head to target all prospects
- We must rethink segmentation by expanding our idea of what makes a target market and increasing the potential receptive audience
- The trick lies in identifying anyone who might be interested in your brand

The idea of limiting an audience based on segmentation is outdated in a world where behavioral targeting, data science and machine learning can deliver relevant messages to multiple segments simultaneously.

It’s time for a new way of marketing – evolve campaign development, test out different ideas and make the con- sumer your client.

Reverse segmentation for a challenger cosmetics brand in the US, saw 575 additional audiences that performed just as well and often better than the traditional research segment.

Reverse segmentation for this brand maximized both reach and effectiveness, lowering cost per acquisition by more than two thirds. The brand’s top product line grew by 290 percent to become the No. 1 natural personal care SKU in the United States.