• A Brand Marketer's Guide To The Robot Uprising
    As a futurist, I'm often asked about an inevitable "robot uprising." I'm asked, "What happens when robots and artificial intelligence (AI) start taking the jobs?" and "What's the impact on brands?"
  • Research Data Needed To Understand Target Market
    Marketers are inundated with data of all sorts from many different sources. It is vital to have a clear vision of what data is really needed to design an effective marketing strategy and plan. And then one must be careful to find an accurate and reliable source of the data that is considered essential.
  • Luxury Through The Eyes Of Affluent Women And Men
    Our previous column, "Luxury Through The Eyes Of The Affluents," focused on how affluent consumers (whom we defined as female and male adults living in households with household incomes of $75,000 or more - about 100 million of them - and who are the largest market segment that buys luxury products and services) currently think about "luxury."
  • A Super Bowl Visit Means Super Bucks
    Super Bowl XLIX taking place in Phoenix on Sunday is quickly approaching for the face-off between defending champions Seattle Seahawks and the New England Patriots. Ad budgets are exorbitant as always and it seems as though fans that are interested enough to make the trip to Phoenix must have exorbitant budgets as well, of disposable income that as.
  • Brands Missing Their Chance To 'Get' Us
    I'm a die-hard Virgin America fan. I feel relegated to travel only to places where they fly. (It's basically just the edges of the country.)
  • Luxury Through The Eyes Of The Affluents

    As we kick-off 2015 in a currently improving U. S. economy, based on a number of factors (e.g., falling unemployment, very low interest rates, rising stock markets, the highest level of consumer confidence in years, and especially the dramatic drop in oil and gasoline prices that have deposited billions of dollars of incremental, disposable income into consumers’ wallets), we envision more consumers (especially the affluent) increasing their shopping for luxury products and services. This comes with one caveat:  that no negative economic news or other substantive negative event occurs during the year that impacts consumers’ confidence levels.

    Based ...

  • Jet-Setters: Their Travel Preferences
    As 2014 approaches its final days, no matter the industry, we look towards the New Year with hopes to see improvements. Fortunately for the travel industry, a very positive outlook has been forecast.
  • Successful Luxury Social Marketing Starts With An Invitation To The Party
    For a luxury brand, every motion in its social marketing strategy has value. In an environment as personal, and personalized, as social media, it's very important to capture not just the attention but the imagination of luxury consumers, and to keep those audiences engaged with the brand over time. When we look at brands in general that have achieved quantifiable success in social marketing, we see them performing well in three metrics in particular: engagement, impact and responsiveness. But can the same be said for all luxury brands? It depends.
  • How Financial Institutions Need To Market To Emerging Affluent Millennials
    There's been lots of conversation in the marketing community this year about marketing to the Millennial generation - those consumers who are currently younger than 34. Although Millennials currently control a small portion of the nation's wealth and spending power, it is important for financial services marketers to work on fostering relationships with them today, particularly the emerging affluent subset who are working their way up the corporate ladder and starting to accumulate wealth.
  • Communicating With Affluent Generations In Today's Cross-Media World
    In our previous column, we reported on how advertisers and marketers can reach and engage with affluent shoppers (adults living in households with household incomes of $75,000 or more - the top 41% of American adults) using 68 different ways (40 potential advertising platforms and 28 potential word-of-mouth approaches). That column generated reader requests to provide some topline insights regarding how advertisers and marketers might communicate with these 99 million adults according to their generation.
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