Traditional and Digital Marketing Towards Generation Z
Riedler, Lukas (2020)
Riedler, Lukas
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051410108
https://urn.fi/URN:NBN:fi:amk-2020051410108
Tiivistelmä
In the thesis will be discussed the types of marketing tools that can be used to fully utilise the potential that the two very different marketing strategies have. On one hand, marketeers can use the traditional marketing strategy which relies on marketing tools such as the television, radio and billboards. Tools that have work on when targeting masses. On the other hand, there are now new tools in digital marketing such as social media and Google ads that allow marketeers to trace and study much more precise on how their advertisements affect the target market.
With the definition of who generation Z is and what they represent it should be clearer on what kind of people marketeers have to work with. The reader can also see what catches the focus of generation Z when advertising to them.
The main message for of this thesis is that generation Z really is a different generation that is not like the previous generations, with strong opinions, tech savvy minds and they should not be underestimated by companies just because they are often labelled as snowflakes by the media. For companies to truly catch the attention of generation Z authenticity, quality and endorsement from influencers are key aspects that need to be taken into consideration.
In the end none of the two marketing strategies outmatch the other. It comes down to many different factors, but together used they can work the most effective. When companies want to advertise locally, to masses and want people to trust their ads, traditional marketing can be very effective. But when there is need to advertise more further or to a very niche market, digital marketing can be a better option.
With the definition of who generation Z is and what they represent it should be clearer on what kind of people marketeers have to work with. The reader can also see what catches the focus of generation Z when advertising to them.
The main message for of this thesis is that generation Z really is a different generation that is not like the previous generations, with strong opinions, tech savvy minds and they should not be underestimated by companies just because they are often labelled as snowflakes by the media. For companies to truly catch the attention of generation Z authenticity, quality and endorsement from influencers are key aspects that need to be taken into consideration.
In the end none of the two marketing strategies outmatch the other. It comes down to many different factors, but together used they can work the most effective. When companies want to advertise locally, to masses and want people to trust their ads, traditional marketing can be very effective. But when there is need to advertise more further or to a very niche market, digital marketing can be a better option.