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High Spenders v. Low Spenders: How to More Effectively Identify Them
Most lenders and financial institutions prefer working with high spenders versus low spenders. However, the best methods for identifying high spenders elude many credit risk specialists. Here are some...
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How To Market To The Affluent While Respecting Their Privacy
Advertisers looking to reach affluent consumers typically have several options, but they’ve always struggled with the limitations of those options. They could buy print advertising in publications...
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Are Affluent Millennials Worth the Marketing Dollars Right Now?
Lena Bourgeois, VP of the consumer markets group, IXI Services, a division of Equifax Early last year, Millennials became the largest generation in the U.S. labor force. As this generation starts to...
View ArticleGoing Beyond The Most Affluent Is Critical For Conscious-Consumer Products
There is a trend in marketing right now chasing the “conscious consumer” – those consumers whose buying habits are often a reflection of their environmental, ethical and political concerns. The trend...
View ArticleLooking Beyond Cost Per Acquisition To Uncover A More Valuable Audience
Marketing today is all about return on investment. Marketers want to make sure they are getting the most bang for their buck, which means they are constantly looking for new or better metrics to help...
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A New Generation’s Behaviors Will Change Affluent Marketing
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....
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HENRYs Represent a Starting Point, Not a Target Affluent Audience
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....
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How Planning For Attribution Sets Up Holiday Season Success
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...
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Why ‘Stickiness’ Should Become A Major Component Of Affluent Marketing
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...
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Faced With Cautious Affluent Consumers, Nimble Marketing Matters
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...
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When It Comes to Identifying Affluence, Third-party Data Remains A Vital Tool
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...
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Segmentation Can Help Overcome Addressable TV’s Small Scale
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...
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In Luxury Auto, Dealers Must Be Data-driven
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...
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For The Affluent, A Lease Model Is No Longer Off Limits
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...
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