With home ownership among young people continuing to drop, a new market is emerging for subscription-based and “versatile” furniture brands that want to change the relationship consumers have with material goods.
The only way to achieve sustainable short- and long-term growth is to balance targeted activation with brand building aimed at the whole market – it’s not either-or.
Marketers need to stop relying on segmenting people by their age and instead look at values and attitudes if they want to reach their target audience with relevant messages.
Customer expectations are continually changing, meaning brands need to offer relevant and smart personalisation across every touchpoint, but marketers at our roundtable, sponsored by Relay42, agreed it is sometimes easier said than done.
Surging viewing figures and an array of high-profile success stories means women’s sport is riding high in 2018. So why are so many brands neglecting the sponsorship opportunities of this burgeoning sector?
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
YouTube wants to make it easier for brands to serve up more relevant and personalised ads and measure their offline impact.
Targeted at the experience hungry millennial market, Camelot believes the Set for Life game will take players to an “emotionally different place”.
The debut loyalty scheme from Vodafone’s youth network is borrowing from the world of streetwear to get 16- to 29-year-olds excited about rewards.
From scaling Kilimanjaro to making a fashion statement in East London, the sportswear giant is moving into hiking with the hope of eliminating the stigma attached to the outdoor sport while appealing to a new generation of consumers.
Co-op Bank is launching a business banking campaign that will use data to target SMEs across platforms including TV and social media as it moves to create campaigns beyond TV spots.
Benefit is updating its brand positioning to ensure it is relevant among a new wave of consumers looking for inspiration rather than aspiration and as it faces growing competition from direct-to-consumer brands.
New insights on customers’ location and behaviour completely changed how Bupa Global thought about its product and market, uncovering its policies’ appeal within the high net worth segment.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The high street saw more failures and microtargeting came in for close scrutiny, while pressure grew on agencies, influencers and makers of sugary foods.
Lack of contextual understanding for consumers’ behaviour has long held back the effectiveness of personalisation in spite of a wealth of data, but marketers are finally starting to get a grip on it.
New research shows the over-50s feel misrepresented and ignored by advertising because brands are using their age, rather than their attitude and lifestyles, to target products and services.
The financial services comparison site is sending 200 million fewer emails but has been able to increase revenue by 12% by targeting customers with more relevant communication.
Despite being raised in front of screens with access to connected technology, Generation Z value both physical and digital experience, meaning brands must focus on both.
Direct-to-consumer brands are shaking up the consumer goods market by owning the whole customer experience, rather than simply the product, and there are aspects of how they operate that all brands could learn from.
New data shows that younger consumers and those who are Asian or Black/African American are far more likely to view the campaign favourably than older, white consumers, and it is more likely to get them to buy from Nike in the future.
Ford sees a natural overlap between its brand and what’s happening in the gaming industry as it endeavours to reach a new audience, but admits it took some convincing to get the company on board with the strategy.
Marketing analytics experts answer Mark Ritson’s call to action, asking for a definitive industry response to whether the Brexit referendum was won by Vote Leave breaching the rules.
Only marketers have the behavioural understanding and analytical training to determine if the extra money illegally spent on the Vote Leave campaign swayed the Brexit result. Now is the time to do just that.
The research sector is adapting, but it is not all about being agile, says Andrew Wardlaw, marketing director at MMR. Research is ready to create, as well as evaluate.
In a post-GDPR world, there will be little value in large behavioural and demographic databases when just a few contextual psychological insights are more effective, says CrowdCat chief scientist Richard Summers.
Marketers have fallen for classic product-oriented thinking and assumed that, just because they have the data and technology for targeted advertising, it’s what their market wants.
Marketers know consumers are shocked at the level of Facebook user data that Cambridge Analytica acquired, but they can say nothing without admitting they have been targeting people in the same way for years.
Behavioural insights show targeting the average consumer can backfire among key groups, even it succeeds among the majority, which is an argument for in-depth research on individual segments.
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