• ENGAGE:AFFLUENT
    In Addition To Age, Millennials Differ In Many Ways
    As part of our recent focus on wealth, our previous two columns - "Millennials Are The Future, But Boomers Are Today" and "Gen X Is The Generation That Affluent Marketers Can't Afford To Ignore" -addressed where household income and wealth currently reside among upscale consumers. Plus, for the first time, we also included mass-market consumers in order to provide affluent marketers with a benchmark of the rest of America, which is often one of their target markets.
  • ENGAGE:AFFLUENT
    How Luxury Brands Should Market To Professional And Affluent Men
    Grabbing the attention of a niche population can be challenging, but when you're able to target and ultimately occupy that niche, the rewards can be immense. In all honesty, grabbing the attention of the affluent male is a 24/7 job. But like marketing for any business, the first step in the process is to first understand, to the best of our ability, everything about this target.
  • ENGAGE:AFFLUENT
    The Untethered Affluent
    Despite the marketer's edict that mobile should be an essential part of today's marketing strategy, agencies and clients that market to affluent consumers continue to look at mobile as an afterthought in their brand journey. Mobile executions are too often simply just that- executions that are thrown in simply to acknowledge that mobile is covered as part of the marketing mix. Display, social, search and other aspects of digital continue to garner the majority of our marketing attention. But in order for us to effectively reach affluent consumers, we first have to understand their behavioral patterns, and today that starts ...
  • ENGAGE:AFFLUENT
    Gen X Is The Generation That Affluent Marketers Can't Afford To Ignore
    As part of our recent focus on wealth, our previous column, "Millennials Are the Future, But Boomers Are Today," addressed where household income and wealth currently reside among upscale consumers. For the first time, we also included mass-market consumers in order to provide affluent marketers with a benchmark of the rest of America, which is often a target market.
  • ENGAGE:AFFLUENT
    A Move To Quality
    Quality is a word in digital media that hasn't been spoken much in recent years. It's been overcome by words and phrases relating to efficiencies, programmatic, reach, audience extension, and the like. However, it's word that is of great importance to luxury buyers and brands and the pendulum is starting to swing back where quality is making a comeback to our lexicon.