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.
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Mark Ritson: Millennials are out; blah blahs are your next target group
Mark RitsonIf 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.
Is behavioural data killing off demographics?
David BurrowsThe 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.
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Mark Ritson: Those who say demographic targeting is dead are wrong, it’s still a valuable activity
Mark RitsonUsing demographics as part of a broader approach to behavioural segmentation and targeting remains a valuable activity for many marketers and brands.
Brands urged to stand behind their Pride campaigns
Rachel LawlerBrands are being encouraged to stand by their Pride campaigns this month, after backlash following inclusive Bud Light and Target launches
Generative AI, digital skills, ageism: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Boots, Cadbury, Twitter: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Marketers have a big opportunity to help fix the financial inclusion gap
Helen JamesWomen 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.