Topic | Data

The Art of Ageless Marketing

|  by Chief Marketer Staff

Given the composition of our population, there is no need to choose between the youth market and the older consumer. In fact, to be successful you have to have them both--and you can, by focusing less on the differences between old and young, and more on the similar benefits both groups expect from your product.…

Metrics for Marketing to Luxury Buyers

|  by Chief Marketer Staff

The rich really are different from the mass market--and companies had better treat them that way. That's what Milton Pedraza, CEO of the New York-based Luxury Institute, says in introducing a set of metrics designed to measure how high-end customers feel about their experiences with the Louis Vuittons and Neiman-Marcuses of the world.

Generation Y is Goes Shopping

Generation Y, those folks born between 1981 and 2001, have long had a unique identity as purchase influencers for high-ticket items, such as vehicles and vacations. Now the group is coming into its own as a spending force.

Direct Mail, DRTV Most Effective in Reaching Hispanics

|  by Chief Marketer Staff

Direct mail was the most popular channel used by Hispanics that made direct response purchases, followed by DRTV and online marketing. Telemarketing trailed a distant fourth, according to a new study from the Direct Marketing Association and Directo: the DMA's Council for Hispanic Marketing.

Creativity Substitutes for Data in the Gay Market

|  by Chief Marketer Staff

Marketing to the lesbian, gay, bisexual, and transgender (LGBT) community isn't as difficult as quantifying the market. That was one conclusion you could draw from the Reaching Out conference held in February by students at Harvard Business School, MIT Sloan School of Management, and Yale School of Management.

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