Matt Atkinson is on a mission to refresh over-50s group Saga and make it relevant and exciting for today’s ageing population. With a 55% spike in pre-tax profit he’s on the right track but keeping up with this increasingly demanding demographic is no easy task.
Using demographics as part of a broader approach to behavioural segmentation and targeting remains a valuable activity for many marketers and brands.
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.
Research reveals that those aged 50 and over feel excluded by brands and misrepresented in advertising and with stats showing that a third of the population are 50 plus, is this a missed opportunity for brands?
From setting the vision in a hybrid world to learning to play for “club and country”, marketers discuss the nuances of management.
As “greenshoots” of economic recovery appear, marketers are shifting focus to promotions, events and direct marketing, according to the latest IPA Bellwether report.
Saga cut marketing spend by £4.2m in 2024, pausing investment in some areas of its insurance business in a challenged market.
Despite revenues falling 18% year-over-year in the six months to March, Asos’s CEO insists the retailer is “delivering” against its turnaround plan.
