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.
To make marketing the solution in a recession pay close attention to the numbers
Grace KiteNew data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.
Coca-Cola drops Christmas brand campaign to focus on ‘Holidays are Coming’
Niamh CarrollThe drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
Revealed: The industry’s top Marketoonist cartoon of all time
Marketing Week ReportersTom Fishburne, aka the Marketoonist, has drawn more than 900 cartoons over the past 20 years and now the industry’s favourite has been chosen.
Waitrose names former M&S marketer as customer director
Niamh CarrollNathan Ansell will join Waitrose in January, replacing Martin George who announced his departure in July.