• 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.
  • Luxury Market Prospects For 2016: How To Find Growth?
    The U.S. retail industry started out 2016 under a dark cloud after 2015 ended as the worst in retail since 2009. Excluding the automobile sector and dining services, the retail industry dropped 0.2% from previous year.
  • Looking Beyond Cost Per Acquisition To Uncover A More Valuable Audience
    Marketing today is all about return on investment. Marketers want to make sure they are getting the most bang for their buck, which means they are constantly looking for new or better metrics to help gauge their success. One metric that has grown in popularity is cost per acquisition, which helps marketers understand how much they are spending on media per conversion.
  • Omnichannel Shopping Today And The Affluent Shopper
    Consumers' shopping experiences have been revolutionized in recent years: Consumers now have the option of shopping digitally wherever they happen to be, as well as in person at brick-and-mortar stores.
  • 'Premium' Versus 'Luxury,' A Blur?
    At the recent New York Auto Show's media day a panel of industry experts wrestled with the Jacob's angel of the marketing differences and strategic implications of "Premium" versus "Luxury." This is an issue that still dogs or inspires a range of luxury brands in many segments of luxury including fine jewelry, apparel, hospitality, travel and, of course, automotive.
  • Going Beyond The Most Affluent Is Critical For Conscious-Consumer Products
    There is a trend in marketing right now chasing the "conscious consumer" - those consumers whose buying habits are often a reflection of their environmental, ethical and political concerns. The trend can be seen in everything from eco-friendly detergent to green homes to the slow food movement.
  • Who Are The Affluents?
    Last month's column - "How Many Affluent Millennials Are There?" - focused on the buying power and affluence levels of the Millennial generation by segmenting all 73 million who are adults (18+ in age) into three age segments. That column induced a good number of readers to ask how Millennials compare with Gen Xers and Boomers as regards affluence.
  • Wake-up Call For Nonprofits, Part II
    Tectonic Shift in Luxury Brands' Approach to Corporate Citizenship and Philanthropy - Part II
  • Are Affluents Angry, Too?
    This presidential election cycle has been marked by a shockingly angry electorate on both sides of the fence. Seems that voters are happy with very little. They're angry about jobs and taxes and Congress and police brutality and China and immigration policy and Wall Street and terrorism and free trade. To name but a few. A recent Esquire/NBC survey found that about half of all Americans are angrier today than they were a year ago. Are affluent Americans in the same boat?
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