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.
Roe v Wade made this year’s Cannes more relevant than ever
Sara HoltCannes Lions may be a reflection of the best connected – rather than best – people in marketing, but when it comes to tackling issues from the reversal of women’s rights to inclusion, that’s not necessarily a bad thing.
Nationwide CMO Sara Bennison steps down
Niamh CarrollThe building society is on the lookout for a new CMO to replace Bennison, who has been chief product and marketing officer at Nationwide since 2016.
Ryanair, Meta, Yorkshire Tea: 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.
Samsung on effectiveness: Conversations with the CEO and CFO have matured
Molly InnesSamsung Europe CMO Benjamin Braun explains how post-Covid marketing has become regarded as a “proper sales channel” with measurable impact.