If 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.
The 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.
Using demographics as part of a broader approach to behavioural segmentation and targeting remains a valuable activity for many marketers and brands.
New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.
The drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
Tom Fishburne, aka the Marketoonist, has drawn more than 900 cartoons over the past 20 years and now the industry’s favourite has been chosen.
Nathan Ansell will join Waitrose in January, replacing Martin George who announced his departure in July.