Do you focus on a target audience or life events? This article argues it is the latter.
The trouble is that people think it is a binary decision when in fact it might be either or both or these two types of segmentation combined with others.
The thing that determines how you segment and direct marketing spend all comes back to what is most important to the consumer at that time in their life. That might be moving home or retiring or it might be bathing in a chosen brand's image. All basic stuff really. Dick Stroud