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Marketing to the new (self-identified) middle class featured on CMO.com

Marketing to the new (self-identified) middle class featured on CMO.com

iModerate

Apr 27, 2015

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Customer segmentation is at the heart of every marketing program. And even with the litany of new social, behavioral, and demographic data available, one age-old classification method still remains constant in nearly every analysis: social class. Yet many consumers self-identify as a member of a social class other than their own; nearly 2/3 of the consumers that we spoke with identify as members of the middle class. What does this mean for marketers?

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The insights I received from iModerate really brought our NPS program to life. While it was always highly-visible and important to key stakeholders it did not resonate as well with the majority of employees. The iModerate piece rounded out the NPS program and brought it to a place where it is now more valued, transparent and salient across the organization. Having the consumer’s voice and that context has helped us build business cases and impact operations in a way that has led to great success.

Adriana Smith, Manager, Brand Strategy, NRG Energy