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Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketoonist on Generation Alpha
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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Eight out of 10 millennials know demographics are horseshit
Mark RitsonMillennials are no more similar to each other than they are to Gen X or Gen Z, so it’s time to leave this lazy approach to segmentation behind.
Vodafone’s Voxi doubles down on demographic based targeting
Rachel LawlerVodafone’s youth focused brand has launched a campaign aimed squarely at Gen Z, shifting its focus away from millennials as it looks to better reflect today’s young consumers.
‘It’s about mindset’: Martini on avoiding the pitfalls of age-based segmentation
Josh StephensonMartini is celebrating 160 years of business with a new campaign celebrating its Italian heritage. Its marketing lead tells us how it the brand targets values rather than demographics when finding its next customers.
Bud Light’s ad backlash shows the complexity of mass marketing
Mark RitsonAn endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but the divided American market shows why purpose doesn’t equal profit.
Even sophisticated mass marketers need targeting
Mark RitsonAfter a short sabbatical to launch this year’s Mini MBA, our trusty marketing columnist returns to talk targeting, and why this ancient topic is one of the biggest challenges most marketers now face. Not despite the industry’s new-found love for mass marketing, but because of it.
Government stops short of gambling ad ban but demands more action on targeting
Molly InnesThe government’s long-awaited gambling white paper, released today, has called for more action from the industry on targeting, promotions and data use.
Your customers aren’t constant, it’s moments that matter more
Richard ShottonPeople don’t act the same way every day, their behaviour varies according to their mood and situation, so brands are better off targeting those.
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The law of brand user profiles: The sharpest nail in the coffin of hyper-targeting
Jon LombardoData shows B2B brands, like B2C, generally serve the same customers, which demonstrates the wisdom of marketing to every buyer in your category.
How ABM gave Verizon a strategy for its new ‘growth engine’
Marketing Week PartnerWith a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.
Marketoonist on being consumer-centric
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Tip of the iceberg’: How Wickes used AI to drive £7m in incremental revenue
Charlotte RogersMarketing boss Gary Kibble believes his team are only “in the foothills” when it comes to exploring the commercial potential of the retailer’s AI-powered segmentation model.
How one brand’s recruitment revamp drove record engagement
Charlotte RogersWinner of the Marketing Week Award for Brand Innovation, care home group Anchor amplified its recruitment by investing in social media, targeting and employee research.
How Wickes used machine learning to fuel hyper-personalised targeting
Marketing Week ReportersMachine learning helped the home improvement retailer develop personalised communications for its two target audiences – everyday consumers and the professional market.