An uncertain economy might scare some marketers, but for others, it presents an interesting opportunity to adopt a new perspective. In the past, the affluent were often regarded as spenders — those who had money on hand and were willing to spend it on a major purchase. Yet, consumers today, especially the younger ones, are [Read More…]
In Luxury Auto, Dealers Must Be Data-driven
May 3, 2017 by
The dealership is no longer a consumer’s first stop when researching an auto purchase. While the test drive remains essential, most consumers begin their search online, drastically cutting down on the time they have historically spent looking around showrooms. All signs point to a period in time, not far off, where consumers can buy their [Read More…]
Segmentation Can Help Overcome Addressable TV’s Small Scale
March 28, 2017 by
While TV has long been a fantastic way to deliver messaging to a wide audience, marketers have recently been attracted to new methods that allow them to use the deeply engaging medium in a more targeted fashion. Delivering TV ads to highly specific audiences by leveraging data is something of a holy grail for marketers, [Read More…]
3 Considerations when targeting “HENRYs” (High earner, not rich yet)
March 27, 2017 by
In today’s quest to effectively reach and target new audiences, one group gaining popularity is the “high earner, not rich yet” consumer, or the HENRY. The acronym clearly defines why these consumers are so popular: HENRYs have a great possibility for accumulating wealth in the future, coupled with the potential for high discretionary spending in [Read More…]
When It Comes to Identifying Affluence, Third-party Data Remains A Vital Tool
March 6, 2017 by
Marketing to affluent audiences relies heavily on reaching audiences that have the spending capacity to afford a brand or service. This includes both a brand’s existing customers, as well as prospects who match the spending or behavioral characteristics of those valuable existing consumers. The trick is for marketers to use all of the data and [Read More…]
Faced With Cautious Affluent Consumers, Nimble Marketing Matters
February 7, 2017 by
At the start of the year, it’s generally standard practice for marketing organizations to do a postmortem on the previous year and think about how they’re going to apply their learnings to the year ahead. But 2017 has the potential to be a very different year, as the U.S. undergoes a political transition that could [Read More…]
Why ‘Stickiness’ Should Become A Major Component Of Affluent Marketing
January 13, 2017 by
In an era with more media options, more advertising, and more consumer choice than ever before, brands find themselves in intense competition for customer dollars and loyalty. Faced with so many available options, consumers’ buying decisions are less predictable than they were in the past, largely because cost is not always the primary concern. Given [Read More…]
How Planning For Attribution Sets Up Holiday Season Success
December 1, 2016 by
The fourth quarter is always the busiest time for consumer marketers. They spend more on media and, in theory, they drive more money through increased holiday sales. This may result in high ROI, but in today’s fractured media landscape, a marketer needs to go much further to better understand how each channel affected the affluent [Read More…]
HENRYs Represent a Starting Point, Not a Target Affluent Audience
November 9, 2016 by
Recently, the concept of the HENRY — High Earner, Not Rich Yet — has become very popular with marketers, especially those looking for audiences with the potential for high discretionary spending. Advertisers looking to reach consumers on their way toward affluence have likely viewed this audience as the perfect target for their advertising campaigns. In [Read More…]
A New Generation’s Behaviors Will Change Affluent Marketing
October 5, 2016 by
Industries like insurance are struggling to capture the attention of younger generations because fewer of these consumers are conforming to the “normal” behaviors these marketers have come to expect. While marketers still have a massive base of older consumers to fall back on at the moment, surviving market disruption will come down to how they [Read More…]
