Cover Story

Mum 2000

The five myths of marketing to mums Video

Wed, 23 Apr 2014 | By Mindi Chahal

Exclusive research reveals that brands are failing to connect with mothers by targeting them as mums and not as individuals.

The Secret Marketer

Why are women from Venus and men from Mars?

Wed, 23 Apr 2014 | By Secret Marketer

This week, on my way home from overseas, I wondered what present I should buy my wife.


More targets almost always delivers fewer sales

Wed, 23 Apr 2014 | By Mark Ritson

Every step in a truly successful marketing plan requires a marketer to choose not to do things.

Ruth Mortimer

“Ban the word mum from segmentation: there is no identikit person”

24 April 2014

If you’re a regular reader of Marketing Week, you’ll probably be able to spot that I am female.

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Top Jobs

What is the effect of Scottish independence on brands

What is the effect of an independent Scotland on brands?

Wed, 23 Apr 2014 | By Lucy Handley

A third of consumers are less likely to deal with Scottish companies if the UK splits, meaning that brands should put contingency plans in place now.

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Job of the Week

Bulgari Luxury

Shareable stories help luxury brands reach global travellers Video

Wed, 23 Apr 2014 | By Lucy Tesseras

Luxury brands like De Beers and Fendi look to target global travellers by creating content that travels across borders.


Telemarketing best practise for brands: don’t hang up

24 April 2014 | By Morag Cuddeford-Jones

With nuisance calls under the government’s spotlight, how can brands best use the telephone for effective direct marketing?

Letters: Segmentation will alienate individuals

24 April 2014

I read with interest ‘UK consumers underwhelmed by their experience with brands’ ( and it comes as no surprise that many customers feel this way. With some brands still looking at consumers in segments rather than as individuals there will continue to be disconnect in customer experience as individual interests are not being recognised.