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.
‘Brand love’ is banished to Marketing Week’s Room 101
Marketing Week ReportersMarketing Week readers have voted to put long deadlines for TV booking, the phrase ‘we know from research’, and ‘brand love’ into Room 101.
Misunderstanding marketing, inflation, creative talent: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
How beauty marketers can reach ‘confused’ eco-conscious consumers
Megan TatumThe proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
M&S, Disney, Santander: 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.