• How Leveling Up Your Offering Can Help Or Hinder Your Brand
    Uber Select. Soothe. Onefinestay. Now, even the pink mustache is getting fancy.
  • What To Ask About Your Marketing Strategy Before You Ask About Millennials
    Millennials have been a marketing obsession for several years now as the generation develops into a larger percentage of the work force and begins to earn and spend more. Yet, a new storyline has recently emerged around Millennials: It turns out, they're not a uniform generation with identical traits that apply to every single member.
  • Looking Forward: Amazon And Today's Affluent Marketplaces
    According to some industry pundits, Amazon will be the number one seller of apparel in the United States by next year. To help accelerate that achievement in apparel and fashion, Amazon earlier this year unveiled a new daily show, "Style Code Live," on Amazon.com to help push its fashion and apparel businesses. The show features fashion and beauty tips as well as live chat that allows viewers to communicate with the hosts and includes a product carousel displaying apparel related to the show and that can be purchased on Amazon.com.
  • The Golden Age Of Silver Consumption
    "Old is the new young." Is this one of those catchy but, ultimately, meaningless advertising slogans? Far from it. The 60-plus age group is going to be the most important consumer growth market over the next 15 years, generating more than one-third of global consumption growth, according to our new report, "Urban World: The Global Consumers to Watch," which is free and available on our website. The largest elderly consumer markets today are in developed economies where their number will grow by a third between 2015 and 2030. These consumers will generate 20% of global consumption growth over this period. ...
  • Insight And Customization: The Gift With Purchase When Going Programmatic
    Luxury retailers have historically been hesitant to adopt programmatic advertising - the automated buying of digital media - believing that programmatic means gaining efficiency at the expense of losing control. For brands that have built practices around putting an ad in a premium content context - a full-page spread in Vanity Fair, for example, where the ad itself is in some ways viewed as content - that exchange can be a difficult one to swallow.
  • Multi-Channel Marketing Is Stuck Valuing Quantity Over Quality
    The devices that consumers use to interact with media and brands continue to proliferate, which is leading many marketers to rush into new channels with the potential to reach or better understand their audience. For example, if a fridge is no longer just for keeping groceries cold - it's now a TV, an internet-connected device, and a data repository - what effect does that have on marketing?
  • 'Mainstreamers' Matter As Affluence Intersects With Luxury
    Recently, a luxury marketer who tends to focus specifically on the affluent marketplace asked me if I knew how many adults with household incomes under $100,000 bought luxury products and services. I then asked him why and he told me he felt that a fairly large number of consumers with household incomes under $100,000 buy luxuries.
  • Loyalty Programs And Bespoke Special Events: Powerful One-Two Punch For Luxury Marketers In Challenging Times
    In a wake-up call to mass and class brands globally, according to new research from the Collinson Group, the affluent are quickly losing interest in loyalty programs. In 2014, 18% of consumers said they "can't be bothered" with loyalty programs. That number has doubled, says Collinson's latest survey. The traditional method - points programs - is losing steam with customers. And also with the smartest luxury brands seeking to "surprise and delight" them.
  • Marketing To Women: You Can't Afford Not To
    Recently I addressed the M2W: Global Summit on Marketing to Women (#M2W), hosted by PME Enterprises and presented by Google. In preparing my remarks, I pondered why in 2016 we needed a marketing to women conference at all? Why wasn't it a marketing to people conference instead?
  • Online Shopping With The Affluents
    It has long been assumed that affluent shoppers prefer shopping online, while their lower-income counterparts prefer the brick-and-mortar outlets. While this is sometimes true in the big picture, there are multiple shades of grey, especially in what they buy, how they shop, and what they value as they shop. And as internet shopping grows in sophistication and scope, there are a few important ways to keep focused on affluents' unique flavor of online shopping behavior.
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