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.
Brands are being encouraged to stand by their Pride campaigns this month, after backlash following inclusive Bud Light and Target launches
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Women hold an increasing portion of the UK’s wealth yet many lack financial confidence. It is incumbent on financial institutions to remove this confidence gap and marketers have an important role to play.