Behaviour versus demographics: Why the term ‘millennial’ is useless
Marketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies.
Marketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies.
If you buy the idea of millennials, then you must, by definition, reject the concept of proper segmentation and of consumers holding different perceptions and experiences – millennials are essentially the same.
The rise of the digital age and big data means marketers have access to behavioural data that can be used to target individual consumers and change segmentation models in real time, but demographics still dominate media buying.
Using demographics as part of a broader approach to behavioural segmentation and targeting remains a valuable activity for many marketers and brands.
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Wise has driven much of its growth to date through word of mouth, but having evolved its proposition, the international banking platform believes now is the time to launch its first global brand campaign as it looks to build awareness.
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While the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.