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.
Innocent prioritises ‘thoughtful innovation’ as it launches juice shots
Charlotte RogersAfter an analysis of emerging sectors and shifting consumer trends, Innocent is branching out into juice shots as it looks to bring some flavour to a burgeoning category.
How marketers are fostering creativity in the age of the lockdown
Charlotte RogersIn a world of social distancing and enforced remote working, brands are finding new opportunities to let creativity flourish.
Giffgaff turns around new campaign in a week in response to Covid-19
Sarah VizardGiffgaff brought forward the launch of an ad campaign it was planning to run later in the year as it looked to “put something positive out in the world” amid the coronavirus outbreak.
Brands that treat customers unfairly during the coronavirus crisis will be punished
Richard ShottonBrands that are tempted to raise prices during this time of scarcity are likely to be punished by consumers afterwards, as experiments show they don’t tolerate those who take unfair advantage of market power.