Gen Z Marches Ahead

  As years roll by, it is no surprise that Gen Z marches ahead. According to Wikipedia, “Generation Z refers to the cohort of people born after the Millennial Generation. There is no agreement on the name or exact range of birth dates. Some sources start this generation at the mid or late 1990s. Or from […]

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Buyer Persona Building Infographic

A fascinating subject for marketers is the concept of buyer personas. These personas are composite identities. They represent the types of prospects (market segments) that a business is seeking. This post covers a buyer persona building infographic. You should understand the possible types of buyer personas from which to choose. This is a key aspect […]

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Demographics Versus Psychographics

Most marketers use consumer demographics (easily identifiable and measurable data) when determining and appealing to their target market. In addition, many marketers recognize that understanding consumer lifestyles and personalities are crucial in target marketing. However, too many companies do not place enough emphasis on the latter. Here is a synopsis of the situation from Alexandra […]

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Are YOU a Gift Splurger?

With the start of the holiday shopping season, companies want to particularly focus on “gift splurgers.” According to Nielsen: “These consumers say they like to shower their loved ones with gifts and see themselves more as spenders rather than savers.” Based on research by Nielsen, gift splurgers can be segmented by age and gender: The […]

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Better Understanding the Mind of the Multichannel Shopper

Each year, the number of consumers who shop at multiple formats — including both off-line and online — increases. To better understand these shoppers, MasterCard recently published: The Retail CMO’s Guide to the Omnishopper — “What transaction data and consumer insights say about the attitudes and behaviors of tomorrow’s global customers.” Consider this from MasterCard: […]

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Catering to Buyer Personas: Infographic and Video Examples

Virtually all marketers are familiar with — and most apply — the concept of market segmentation. One under-appreciated way of segmenting consumers is through the use of buyer personas, which are composite identities that represent the types of prospects (segments) that a business is seeking. As Douglas Karr writes for MarketingTechBlog: “While marketers often work […]

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Are Firms Now Smarter About the Customers to Target with Discount Offers?

We know that many shoppers regularly look for discounts, and typically won’t make many discretionary purchases without them. But, there are also shoppers who often buy without looking for a sale. Through their access to big data, a growing number of firms are learning to better target their discounts. As Shelly Banjo reports for the […]

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We NEED Customer Champions

In this digitally-connected era, where the very nature of word of mouth has dramatically changed, it is more important then ever to seek out and nurture true customer champions. There aren’t a lot of them! As Jordan Skole reports at Visual.ly: “Businesses need to unlock and encourage their secret weapon – the brand champion. Verint® […]

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The Growing Importance of Generation Z

Our marketing dictionary keeps growing — in this case, we’re talking about consumer typologies. Among them are the Greatest Generation (born 1925-1945), Baby Boomers (born 1946-1964), Baby Busters (born 1965-1975), MTV Generation (1975-1985), Generation X (encompassing Baby Busters and MTV Generation), Generation Y — also known as Millennials (1985-1995), and Generation Z (born 1995-2007). Now, […]

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