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Dynamic Customer Segmentation: The Future of Smarter Customer Targeting

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Customer preferences are always changing, and they often make their decisions to purchase in a moment. Someone who is looking at a particular product today may or may not be interested in making a purchase tomorrow or may have lost interest altogether by the end of the week. This constant change in behaviour is one of the reasons why businesses have moved towards using dynamic customer segmentation. Rather than placing customers into fixed groups and keeping them there indefinitely, brands are now gathering real-time data to create dynamic customer segments that are based on customer behavior . This provides businesses with information regarding customer intent, allows for more targeted messaging, and improves conversions. In fact, approximately 80% of businesses that use segmentation have seen an increase in sales, while businesses that use personalized marketing campaigns have increased their revenue by 40% . Because of these facts, dynamic customer segmentation has become ...
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Social Media Influencer Marketing: The Complete Guide to Creator-Led Growth in 2026

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Introduction to Social Media Influencers Historically, brands relied upon celebrities to influence them. Celebrities were typically the preferred means of communicating messages about products or services through advertising. Today, however, when consumers are looking for a recommendation about a product or service, they are most likely to trust an everyday social media influencer compared with an advertisement published in a traditional media format. The desire for authenticity has fueled creator-led commerce, which has become one of the most powerful influences on digital marketing today. According to marketing experts, regardless of what you want to accomplish via marketing, whether building brand awareness, enhancing engagement from customers and prospects, obtaining new mobile app users, or driving sales leads, Social Media Influencer Marketing is an important part of the entire customer journey. Therefore, as more marketers look to develop robust attribution and measurem...
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From Share of Voice to Share of Trust: Rethinking Measurement in Modern Marketing

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Although a brand can be seen, mentioned, searched etc., it does not establish any significant value to the organisation’s bottom line or perform any business impact. The conversation around marketing measurement and communications is also evolving from ‘how many people saw us?’ To a more relevant question of ‘did we create influence/trust/business value?’ through our presence? This change was evident at IMAGEXX Summit & Awards 2026 by Adgully held on 3rd June at the Sheraton Hotel, New Delhi, with a theme of ‘Beyond Vanity’ — ‘Trust’, ‘Growth’, and ‘Speed’. The purpose of the summit was to bring together corporate leaders in the areas of communication, branding, and marketing, to define what 21st-century PR and marketing should now do. The summit featured a discussion led by Deepti Sethi, CEO PRCAI, with Mridula Bhatt representing Apptrove (as the CM) as part of the panel for the topic of Measur...
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