In an age when your customer today is your competition tomorrow and your strategic partner next week, traditional market segmentation techniques seem lacking. Increased competition means you now have to dig deeper to understand what the needs of your potential customers really are; however, there is no single solution to this new dilemma. Segmentation in traditional societies occurred naturally according to people’s behavior patterns and these were modeled by people’s affiliation to a particular gender, race, nationality, religion, economic status, age group or profession. It has also been common for businesses to limit their market by targeting customers who are already familiar with their niche. Today, new channels such as social media are no different from print, radio, television, email or any other type of advertising media. If you don’t specifically define your market segment, you won’t capture your market. According to Dr. Dan Herman in his article on outsmart-mba-clones.com, “The characterization of your segment is a task that is not the same as defining your segment.” He added, “Segmentation…should be formulated not according to groups of people, but according...