The End of Target Audiences: Welcome to Situational Marketing

For many years, marketing was guided by the concept of target audiences, a segmented, static view based on demographic profiles or behavioral clusters. But in a world of hyperconnectivity, abundant data and real-time artificial intelligence, this approach is no longer enough.

This is where the idea of Situational Marketing comes in: rather than identifying who the consumer is, the focus shifts to when, where and in what context they interact with the brand.

This is a profound change because it requires us to move away from marketing based on fixed stereotypes and adopt a dynamic, evolving, contextual and data-driven approach.

What changes in practice

• From fixed segmentation to real-time relevance.
• From profile to situation. It is not just about “who they are,” but “where they are and what they need right now.”
• From mass communication to personalized experiences. Artificial intelligence makes it possible to interpret contextual signals and create unique interactions.
• From intrusive marketing to building trust. The challenge is to balance data, ethics and transparency.

A practical framework

In my talk at the 6th ClubCMO Forum, I will share a framework that can be applied across different sectors, helping CMOs and marketing leaders move toward situational strategies that can deliver immediate value and strengthen long-term relationships.

The invitation is open: Register here for the 6th ClubCMO Forum.

The future of marketing is no longer about targeting profiles, but about understanding moments. This is where brands stand apart.

About the speaker

Rodrigo Neves, known to many as Dido, is an entrepreneur, investor, consultant and professor focused on technology and digital maturity. He has worked in the sector since 2004 and brings more than two decades of experience in internet, telecommunications and digital transformation.

He is the founder and CEO of VitaminaWeb, a technology company specializing in digital platforms, automation and artificial intelligence solutions. He is also the national president of AnaMid, the National Association of the Digital Market and Industry, an organization he founded in 2022 to strengthen the ecosystem through structural initiatives, collaboration with governments and businesses, and support for leadership development.

Rodrigo holds a postgraduate degree in Technology Management from FIAP and a bachelor’s degree in Information Systems, with a focus on Strategic Planning, from Mackenzie. He is the author of “The Path to Digital Maturity” and “Collective Strength,” a book about the transformative role of associations and collaboration in advancing society and business.