Lena Bourgeois

Articles by Lena All articles by Lena

• The Affluent Mobile Story Is Told Across Multiple Devices in Engage:Affluent on 06/06/2017
  

  When pursuing an omnichannel approach, it's important to not only understand which device the consumer is on but, perhaps more importantly, that you're reaching the same consumer across various devices.

• For The Affluent, A Lease Model Is No Longer Off Limits in Engage:Affluent on 05/10/2017
  

  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 much less inclined to tie their money up in a big purchase.

• In Luxury Auto, Dealers Must Be Data-driven in Engage:Affluent on 04/12/2017
  

  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 cars online and then drive away with the cars without speaking to a salesperson.

• Segmentation Can Help Overcome Addressable TV's Small Scale in Engage:Affluent on 03/08/2017
  

  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, and can help them reduce the waste that comes with typically massive scale buys.

• When It Comes to Identifying Affluence, Third-party Data Remains A Vital Tool in Engage:Affluent on 02/08/2017
  

  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 tools at their disposal to reach both existing and untapped audiences.

• Faced With Cautious Affluent Consumers, Nimble Marketing Matters in Engage:Affluent on 01/11/2017
  

  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 have a wide-ranging impact on the economy.

• Why 'Stickiness' Should Become A Major Component Of Affluent Marketing in Engage:Affluent on 12/15/2016
  

  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.

• A New Generation's Behaviors Will Change Affluent Marketing in Engage:Millennials on 11/11/2016
  

  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 adapt to consumers' attitudes in both the near and distant future. For many businesses targeting the affluent, it's time to begin retooling their products and marketing strategies based on the preferences of the new generations.

• How Planning For Attribution Sets Up Holiday Season Success in Engage:Affluent on 11/09/2016
  

  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 consumer's path to conversion. There's no better time to remember that proper marketing analysis requires an attribution strategy, and marketers who want to do attribution correctly need to get involved early in the process, building their quarterly strategies with robust post-campaign attribution in mind.

• What To Ask About Your Marketing Strategy Before You Ask About Millennials in Engage:Millennials on 11/04/2016
  

  Millennials have been a marketing obsession for several years now as the generation develops into a larger percentage of the work force and begins to earn and spend more. Yet, a new storyline has recently emerged around Millennials: It turns out, they're not a uniform generation with identical traits that apply to every single member.

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