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.
Marketing Week reveals the top 10 marketers in media and telecoms, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From revealing the Top 100 most effective marketers to gaining lessons from brands undergoing an IPO, it’s been a busy week. Here is my take.
The high street retailer is introducing an advertising offering for brands, spanning campaign planning, creative development and measurement, a move CMO Pete Markey describes as “central” to the Boots marketing strategy.
Marketing Week reveals the top 10 marketers in general retail, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.