In my last post, I questioned whether we’re still prioritizing the right things in this age of AI search and shifting priorities. The marketing game is being reshuffled and while many are still trying to salvage their old targeting spreadsheets or pushing outdated models with discount pricing, the playing field is changing faster than you can spell “segmentation.”

And that’s exactly what’s been on my mind: Maybe it’s not the what that’s the problem – but the way we think about it.

Of Target Group Love and Reality Checks
We’ve all grown up with the mantra: “Segment your audience, position yourself clearly, speak precisely.” Reach your audience where they are – that’s what we’ve been taught.
Sounds neat. Sounds like it’s straight out of a marketing textbook.
But can we actually do that? And even if we could – is it the right approach? Do we even know where that so-called audience really is?

That brings us to STP – one of the classic marketing frameworks.
STP stands for Segmentation, Targeting, and Positioning. In short: divide the market into useful subgroups, pick the most attractive ones (targeting), and craft a message tailored just to them (positioning).
Sounds elegant in theory – but in practice, it often misses the mark.

And honestly: Where’s the empirical proof for all of this? Where are the tested results?
Marketing isn’t supposed to be religion.

And that’s exactly the point: too often, we cling to theories simply because we’ve always believed in them – not because they actually work.

Butter, Not Diamonds
Brands don’t grow because they’re perfectly positioned or have a loyal niche.
They grow because more people buy them – occasionally, randomly, casually.

The key success factors?

Mental availability: The brand comes to mind.

Physical availability: The brand is easy to find and buy.

Trust and awareness: The brand feels familiar.

This is the foundation of the Market-Based Assets Theory. Or to put it differently: What good is the most brilliant positioning if no one knows you exist?

The Irony of Targeting
Sometimes I can’t help but chuckle when people talk about hyper-precise targeting – as if dating only worked if your match shares your exact jogging playlist.

Market growth doesn’t come from exclusivity – it comes from reach.
Brands win when they reach many, not when they perfectly reach a few.

Why We Need to Rethink Marketing
Maybe we don’t need more buzzwords. Maybe we just need a bit more humility when it comes to what the data actually shows us.

Instead of waiting for the next segmentation trend, we should be asking:

How present is my brand in people’s minds?

How easy is it to find and buy my product?

How familiar and trustworthy does my brand feel?

STP can help – but it shouldn’t become dogma.
Because: Marketing isn’t a religion. It’s about people, not formulas.