The audience is the currency of marketing, or it used to be until recently. Over the years, marketers have emphasized building audiences as the go-to method for closing sales and converting visitors into customers. Yet, sometimes marketers take a clinical approach to segmentation, which results in a lack of inclusiveness that impacts conversions and sales.
The concept of audience implies addressing a passive spectator who needs to be engaged to make a decision. Still, things have changed, and consumers are not the passive spectators of past generations. They are empowered, actively seeking information about what they want and need and actively talking about what they like.
