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.
Marketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion.
In this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost.
To deliver your marketing effectively online you need to know who your most important target customers are and where to find them. This webinar will help you do just that.
An investigation by the ad watchdog found brands including McDonald’s, Lidl and Marks & Spencer running ads for food high in fat, sugar or salt alongside videos on YouTube channels directed at children, although there is no suggestion the companies were actively targeting under-16s.
There are five key ways for brands to grow and disrupt a category, none of which begin with data or technology.
The makeup industry has made strides to become more inclusive and cater for women of all skin tones, but more still needs to be done and failing to act now could have serious consequences.
Marketing Week Explores: Marketers are moving away from demographic segmentation in favour of behaviour, life stage and attitude, but many are still failing to effectively reach the over-50s market.
Through the ‘Beano Brain’, the media business analyses segments of kids and parents, and the ways they intersect with each other, in order to target them both effectively.
The latest opinion on the world of marketing, brand strategy and communications from award-winning columnist, marketing professor and marketing consultant Mark Ritson.
Terms like millennial, Gen Z and Gen X are frequently bandied about, but are these demographic groupings actually meaningful to marketers?
Exclusive Marketing Week research shows marketers are shifting away from classic demographics to find more nuanced ways to segment consumers based on their behaviour, personal interests and life stage.
The online retailer is hoping an increase in the “velocity of conversations with customers” through an uptick in digital marketing and influencer activity will help turn round a slowdown in customer acquisition and website traffic.
Brands are ignoring or irritating a vast swathe of the UK population by failing to target over-50s effectively, which is a massive missed opportunity given they have far greater spending power than younger consumers.
All too often marketers are still grouping those aged over 50 into a homogeneous group defined by their age but it is folly to fail to represent them.
If we’re honest, a campaign-centric approach to customer journeys relies a little too much on luck.
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.