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.
Rising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.
The Festival of Marketing will be kicking off the year with a two-day, in-person and virtual event on 24 and 25 March.
A new report by econometrics firm Magic Numbers suggests the evolution in online advertising is a driving factor behind the increase in marketing’s average return on investment.
Peter De Roos will join Lidl GB in April from Lidl Netherlands, where he is currently director of purchase and marketing.