Today marketers have access to more data than ever. From past purchase behavior to web consumption patterns to social media actions—we are facing an explosion of information. Harnessing this data promises increased marketing efficiency and ROI. But the overwhelming volume of information makes it difficult to know what is important versus what is just noise. In fact, Gartner’s hype cycle puts “big data” near the apex of inflated expectations when it comes to digital marketing.
When you think of values, most people think of words like trust, integrity, honesty, loyalty, or other qualities or ideals they live by. You may associate values with political concepts. Depending on you worldview, you may conceive of them in terms of family, religion, personal freedom, service to others, concern for the environment. All of these are accurate to a certain degree, but they don’t tell the full story.
Award-winning firm connects with customers on a deeper level by uncovering core values and purchase motivations
We’ve all seen them. They seem to be everywhere these days. Articles, advice, seminars, videos, and blog posts teaching us how to market to “Millennials”. Seemingly the holy grail of marketing audiences these days, Millennials are defined, generally-speaking, as the generation of individuals ranging from 18-37 years old, depending on who you ask. Because of the sheer multitude of Millennials (about 40-70 million, also varying by expert opinion), and their presumed purchasing power over the next several years, this group has become a prime target for many brands. Most companies are attempting to reduce this massive population segment into a single set of defining characteristics, including generalized information about millennial values, buying habits and preferred experiences.