Close by Adobe delivers marketing insights, expertise, and inspiration for and by marketing leaders—all aimed at helping CMOs and senior marketers lead their brands in this new digital world. To help marketers stay informed and save time, features curated content from more than 150 leading sources, in addition to original content from thought leaders at Adobe and across the industry.

Adobe is the global leader in digital marketing and digital media solutions. To learn more about how Adobe helps marketers make, manage, measure, and monetize digital content across every channel and screen, visit:

Visit  Adobe Marketing Cloud

Welcome ,Sign Out

Insight/ Tools

A Marketing Segmentation Primer, 'Seinfeld' Style

Dedicated "Seinfeld" fans no doubt remember an episode in which Frank Costanza and Kramer decide to go into business developing and selling an upper-body support product for men. It's not a bra (Kramer: "A bra is for ladies."); it's a Bro, though Frank wanted to call it a Man-ssiere. So Kramer and Frank are ready to market the Bro. What next? Well, not surprisingly, the show didn't get far into the marketing plan, undoubtedly due to the time constraints of the 30-minute sitcom format. If they'd had an hour, a detailed segmentation would clearly have resulted. In its absence, I will seek to fill the void.

Read full story »