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.
12 Comments
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.
2 Comments
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.
Confidence takes a knock as consumers brace for cost of living squeeze
Lucy TesserasRising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.
Festival of Marketing returns with Transform in March
Marketing Week ReportersThe Festival of Marketing will be kicking off the year with a two-day, in-person and virtual event on 24 and 25 March.
Marketing’s ROI returns to 2005 levels, study shows
Michaela JeffersonA new report by econometrics firm Magic Numbers suggests the evolution in online advertising is a driving factor behind the increase in marketing’s average return on investment.
Lidl GB brings in new commercial chief to lead marketing
Michaela JeffersonPeter De Roos will join Lidl GB in April from Lidl Netherlands, where he is currently director of purchase and marketing.