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  • AARP's Marketing Chief Pardo: '50 Is the New 50'
    Brandweek
    Advertising during the Oscars for the first time, AARP launched a campaign targeting boomers who are "not done growing up," says chief branding officer Emilio Pardo, who explains why now is the right time for such a message and dispels a few common misconceptions about boomers.

  • CMOs: Create A Customer Scorecard
    Forbes.com
    Like a good doctor's report, a good scorecard can give you a true picture of what is going on below the financials. That picture will allow you to adjust your customer offerings to ensure the long-term health of your company. Here are some suggestions for what you should use to help monitor your customers.

  • Mining the U.S. Generation Gaps
    Nielsenwire
    A recent Nielsen analysis of the four key generations revealed generationally consistent shopping habits that reflect diverse lifestyle preferences and economic habits. So what is the best way to reach each generation and capitalize on their unique shopping interests and needs? Here are some suggestions.

  • Digital Demographics: 11 Brands That Are Doing It Right
    iMediaConnection.com
    Online marketers are finally getting smarter when it comes to demographic targeting. See which brands know how to hit their audiences in the digital sweet spot.

  • An Industry Named 'Sue': Let's Just Ditch 'Behavioral'
    MediaPost Behavioral Insider
    The label "behavioral" (as in "targeting") has become an albatross around the neck of the industry, with connotations that raise red flags in ways other similar online metrics practices don't. So what's in a name? And what would be better?

  • Marketing across the Generations
    Marketing Charts
    The Nielsen Company has compiled a list of tips on devising marketing strategies specific to each major generation of the U.S. population. Following is a summary of SVP Todd Hale’s advice on how to best market to each age group.

  • The Internet of Things

    McKinsey Quarterly
    More objects are becoming embedded with sensors and gaining the ability to communicate--for example, a customer’s buying preferences being sensed in real time at a specific location, serving up dynamic pricing to increase the odds of a purchase. Though still early, the resulting information networks promise to create new business models, improve business processes, and reduce costs and risks.

  • Web Publishers Left With Little After Middlemen Split Ad Spoils
    AdAge.com
    Publishers and advertisers are turning to middlemen in hopes to boost targeting, but the debate is over what parts of the online display-ad ecosystem, estimated by eMarketer to be worth $7.9 billion in 2010, are adding value for publishers or brands, and what parts are preventing the flow of brand dollars into the system.

  • Why Social Media Isn't 'One Big, Happy' Space for Multicultural Marketing
    Brandweek
    Marketing expert Pepper Miller discusses why engagement is a huge part of reaching black consumers, with examples of some successful [and not so successful] ads targeting African-Americans.

  • Micro-Targeting: It's Not Just for Niche Brands Anymore
    Nielsenwire
    Micro-targeting is one tool that really can enable companies to "do more with less" and grow brands in new, creative ways. The Cambridge Group offers five key steps to help consumer packaged goods companies get started.