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Social media influence on young generations
Social media influence on young generations
Social media influence on young generations
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Question 1: Generation Y is the subculture that watches the least amount of television and therefore are not exposed to as many commercials as other groups. What can marketers do to efficiently communicate with this group?
Marketers in the twenty first century often have to think outside of the square when trying to promote or present a product in today’s market. Reflecting upon Australia’s economic state ‘ marketing becomes more important during an economic downturn as consumer spending decreases and overproduction and surplus result’. When trying to market a product to generation Y that is a young sophisticated group (18-29 yrs), in today’s day and age it would be silly for a marketing company not to target the Internet. As from previous studies it is shown that generation Y watches the least amount of television comparing the to generation X and the baby boomers (Reference). A researcher by the name of Timothy Reisenwitz states that “ generation Y is the first generation in which Internet consumption is exceeding television consumption”. According to this statement the best way that marketers should advertise and promote products or services would be to target the internet with such social media websites like Facebook and twitter, which are regularly used everyday by generation Y.
Generation Y accounts for twenty five percent of the population (McMillan, 2004) with majority of this twenty five percent would use social media sites, such as Facebook and Twitter, therefore providing the marketers considerable numbers to be able to target when advertising. Websites and other frequented social media websites provide tremendous opportunities for companies and their advertising efforts, because “consumers want to interact with th...
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...6-95. Available at: http://content.ebscohost.com.ipacez.nd.edu.au/pdf23_24/pdf/2009/RTG/01Sep09/49258245.pdf?T=P&P=AN&K=49258245&S=R&D=buh&EbscoContent=dGJyMNXb4kSeqLM4v%2BbwOLCmr0qeqLFSsKa4TbaWxWXS&ContentCustomer=dGJyMPGrsFCwq7FOuePfgeyx44Dt6fIA. (Accessed on 26th April 2012).
Dahlen.M, Rasch. A, Rosengren. S (2003), "Love at First Site? A Study of Web Site Advertising Effectiveness," Journal of Advertising Research, 43 (1), 25-33.
Jacoby. J, Kyner. D, (1973) Brand Loyalty vs Repeat Purchasing Power. American Marketing Association. Available at: http://www.jstor.org/discover/10.2307/3149402?uid=3737536&uid=2&uid=4&sid=56147387513 (Accessed at: 6th May 2012.
McMillan. S.J. (2004), "Internet Advertising: One Face or Many?" inInternet Advertising: Theory and Research,2d ed., David Schumann and Ester Thorson, eds. Mahwah, NJ: Lawrence Erlbaum, 15-36.
The research will be conducted by Kristy May, the CEO of Peg and Kris, LLC (K. May, personal communication, September, 23, 2016). The findings will be presented to the company’s Vice President. The information gathered will be used by both, the CEO and Vice President, to make key strategic decisions regarding the company’s online advertising methods (K. May, personal communication, September, 25,
Marketing to the millennials is beneficial to companies because it increases their economic demands. Menkes states that “ this is the generation of free downloads, easy access to everything” which is true since in today’s society, millennials have access to social media, which they constantly use daily and also have access to electronics (497). According to a recent statistics, 91% of millennials are regular internet users and at least 25 hours / week are spent online (Charalambous). This statistic shows that the majority of millennials go on the internet frequently, meaning that they spend constant time online researching, shopping online, socializing and sharing on social networks. Nevertheless, millennials are more likely to have their first interaction with brands with their smartphones since much of millennials use their devices often that companies need to have a type of social media accounts to be able to reach out to this
Despite the assumption that the tech savvy Millenials are driving the upswing in online shopping, Generation X consumers actually lead the way, making 20% more online purchases then their younger counterparts (The Truth About Online Consumers, 2017). Millenials are, however, still leading the way in use of digital communication technologies, mainly social media, albeit by a small margin. According to data from Pew Research Center, as of 2018, 85% of Millenials and 75% of Genration Xers use some form of social media (Jiang,
As might be expected, the millennial generations as a whole are passionate about the technological and communication advances in the past decade with the internet and social media. “A new Pew Internet Project report reveals that 93% of young adult’s ages 18‐29 are online” (Andrew January 14 to 27, 2010). This allows access for marketer’s access to the generation in a different way than previous generations.
Members of the Y Generation include those born between the years 1982 and 1994. A generation is known as a group of people born in a particular period who would have experienced similar events or experiences while growing up. There are often negative connotations made against members of the Y Generation, as they are known for being spoilt, overly confident and too dependent on social media and technology. They are the first generation to have grown up with high-definition television, mobile phones, internet and social media. Generation Y are possibly more interested in the environment, caring and community orientated than previous generations. The majority of this generation is now in young adulthood and starting their careers. They make up most of the young singles and couples market and are a very critical group of consumers. Many of the claims made about Generation Y are based on little evidence and contradictory, this report seeks to examine these claims.
It is critical that the current marketer not only consider the now, but the history of the population in which they are targeting to be successful in the future market. Additionally, many are considering now how to target what is being considered, “the new consumer on the block” (Saettler, 2014). The key focus is to appeal to this multi-task and multi-versatile consumer who requires more information based on their value saving mindset. Ultimately, Generation Z does not rely on the market for knowledge, but is self-educated about the market and/or consumables it seeks to engage in for a service or
Tellis, Gerard J., and Tim Ambler. The Sage Handbook of Advertising. Los Angeles: Sage Publications, 2007. Print.
The natural progression of the Internet and emerging technologies is towards streamlining our lives both personally and professionally. Instantaneous communications and available on-line services continue to reduce the physical distance between individuals. Almost anything is now available in cyberspace from shopping, schooling and education, on-line trading, banking, to social and political on-line communities. On-line service providers are shifting from a product centric approach to a more personal and customized approach to marketing their products and services. The idea of one-to-one marketing is very powerful and has become an important tool for competing in the interactive age. One-to-one marketing takes a customer-orientated approach to selling; customers are treated as individuals with different interests and needs. We respond positively to individual attention; when we visit a web site we want to see products and services of interest to us not every available product. We do not want to waste our time. For many people, time is money and the convenience factor ways heavily on the decision to return to a web site.
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
“Social media, a web-based and mobile technology, has turned communication into a social dialogue, and dominates the younger generation and their culture. As of 2010, Generation Y now outnumbers Baby Boomers, and 96% of Gen Y has joined a social network” (Qualman 1). Social media now accounts for the number one use of the Internet, and this percentage is rising bigger every day (Qualman). As a consequence, people are becoming more reliant on social media, which has a led to a number of advantageous as well as unfavorable effects. The world is more connected today than it has ever been in the past, and this is all because of growth in technology. What has yet to be determined though
Social media is an outlet that allows a company to introduce new products, control the speed of how they want to introduce their products and free advertisement. Sending out a tweet or putting up a status would let your customers know about a product that is released. This benefits companies because they spend less money on televised commercials, which takes more time to produce and will not reach as many generations that it could by using social media. Any social media site is free, and it takes less than 10 seconds to put out a post on any website. Facebook has also launched Facebook advertisements, which assist advertisers by showing advertisements to a user based on demographic factors, such as location, age, or gender, and which can further engage the audience by incorporating social context into advertisements, such as displaying when someone’s friend has liked an advertiser’s Facebook page (Li, Lin, & Chiu, Fall2014) . There is nearly 100 million daily active snapchatters and growing. Teenagers are constantly on their phones checking their pages so there is no way they will not know about the product being released. Marketers can discover potential customers for market positioning by filtering the content that online users mention or discuss (Li, Lin, & Chiu,
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005
With the increase of Mass media and effectiveness of Advertising strategies, a significant decline in the preference of conventional media has been observed. New Media advertising and digital marketing have provided consumers with relevant choices about the services and products. Social media have eased the process of providing and receiving feedback by giving consumers a convenient and accessible way to express what they feel and gives companies a chance to respond. With such platforms, businesses are able to view complaints and assure their customers that their problems will be dealt