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.
Marketers, like sportspeople, must focus on the ‘hard yards’ that make the moments of glory possible.
A LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.
Marketing Week is proud to name Tesco’s George Rivers as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
Having ended its retail exclusivity deal with Boots, Mark Hill Hair has appointed its first ever marketing director to steer the brand into a new era.