How Ralph Lauren used segmentation to reignite brand love
Matthew ValentineRalph Lauren turned to data to learn more about its customers and wean them off a diet of discounts.
The next generation of gaming calls for next-gen marketing
Ciaran NorrisJust as technology evolves, so do audiences. The gaming companies achieving success are the ones who adjust, adapt and embrace the ever-changing landscape.
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To win the biggest legal battle in marketing, Google must show who its competition really is
Mark RitsonGoogle might have an 80% share of the search market, but as the investigation by the US Department of Justice will no doubt show there are now many more ways people find information online.
Who are today’s ‘mainstream’ consumers and how can brands reach them?
Marketing Week PartnerThe internet has facilitated an explosion of niche interests among consumers, which means brands need to understand the connections between them in order to find and reach the right audiences.
Target customers’ big similarities, not their little differences
JP CastlinAll too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.
How Heineken is reaching new customers through digital
Molly FlemingHeineken used its sponsorship of the UEFA Champions League to attract new digital consumers, dispelling the myth that digital only increases sales penetration among loyal customers.
Marketoonist on customer-centric advertising
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Engaging Gen Z women: How brands can inspire a social generation
Marketing Week PartnerBrands have a stereotypical image of Gen Z as mobile-first, TikTok-loving digital natives, but marketing effectively to them as adults will require a more sophisticated understanding of what they care about.
Facebook refuses to revise micro-targeting policies ahead of the general election
Charlotte RogersPreferring to focus on the robustness of its transparency policies, Facebook has no plans to revise its micro-targeting policies or its approach to political advertising as the UK general election looms.
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M&S ups marketing spend by a quarter in digital push
Sarah VizardThe retailer has significantly upped spend in marketing as it looks to target families and boost online sales through paid search and email.
Next opts for targeting over mass reach to boost sales
Ellen HammettNext is cutting its investment in ‘non-digital’ advertising in favour of digital as it looks to reach online customers who are more likely to convert.
Why Avon is ‘getting rid’ of its marketing rule book to attract Gen Z
Molly FlemingAs the brand competes with disruptors such as Fenty and Glossier, it is focusing on a three-point plan to ensure it is relevant to younger consumers.
Marketoonist on demographics
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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P&G shifts from targeting ‘generic demographics’ to ‘smart audiences’
Sarah VizardThe FMCG giant claims a focus on more precise targeting of audiences such as first-time mums is helping its advertising reach “the right people at the right time, in the right place”.
Watch: Ritson on how Gillette convinced consumers to switch to a more expensive razor
Marketing Week ReportersMarketing 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.