How to target the diverse LGBT community?

by David Renner

In my last post I pointed out why it is favorable to consider the LGBT community as an own marketing segment. But actually, before thinking about the economic advantages of a target group we should take one step back and think about one essential question which comes up when we talk about the LGBT community: Is it actually possible to consider this diverse group consisting of lesbians, gays, bisexuals and transgenders with quite different socio-economical characteristics as one target group? And as a consequence of this diversity is it possible to address them with the same messages?

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