Why marketers need to stop pushing age stereotypes
A new study shows millennials and older people share many of the same characteristics, as it warns brands to stop peddling age stereotypes in their advertising.
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Behaviour versus demographics: Why the term ‘millennial’ is useless
Jonathan BaconMarketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies.
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Good old-fashioned advertising creates loyal customers
Steve HemsleySecond guessing what people want from advertising can be dangerous and brands need to go back to basics when considering the most effective routes to boosting loyalty and sales.
Why bringing back old characters such as Captain Birdseye could alienate millennials
Thomas HobbsWith Captain Birdseye returning to British TV screens today (8 April) as part of Birds Eye new £8m campaign, both brands and experts have warned that the risk can sometimes outweigh the rewards when it comes to bringing back an iconic advertising character.
Consumers unwilling to spend as Christmas quarter approaches
Sarah VizardThe two key consumer confidence measures for marketers of purchase intent and consumers’ view on their personal financial situation over the coming year remain in negative territory even as confidence ticks up slightly.
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It’s time for ‘share of search’ to replace ‘share of voice’
Mark RitsonShare of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
Why brands are taking a pragmatic approach to experiential marketing
MaryLou CostaHas a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
Mars rebrands Uncle Ben’s after criticisms over racial stereotyping
Sarah VizardThe move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.