Using demographics as part of a broader approach to behavioural segmentation and targeting remains a valuable activity for many marketers and brands.
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.
Research reveals that those aged 50 and over feel excluded by brands and misrepresented in advertising and with stats showing that a third of the population are 50 plus, is this a missed opportunity for brands?
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From The Gym Group’s rebrand to On The Beach’s campaign backlash lessons, it’s been a busy week. Here is my take.
In this latest briefing, Econsultancy explores digital PR and an introduction to writer and blogger outreach.
Heineken launched hard seltzer Pure Piraña in Europe last year. However, a lack of familiarity among UK consumers is holding the category back, the firm’s UK marketing director says.
The latest consumer confidence barometer show Brits are growing increasingly fearful about their finances and the wider economy, with no end yet in sight.