Social Media Content Marketing for Millennials, Generation Z, and the Esports Target Market
Smeekes, Wessel Albertus Christiaan (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022110922365
https://urn.fi/URN:NBN:fi:amk-2022110922365
Tiivistelmä
The different generations have been defined by many academic articles. This phenomenon plays nowa-days an important role in marketing strategies. These marketing strategies could be implemented in social media, which includes an important factor called content marketing. To conduct a content marketing plan, an understanding of target markets is essential. Within these technological and marketing related devel-opments, a new industry has developed: esports. This industry, which is more known within millennials and generation Z, is relatively new and is still vastly growing.
To understand content marketing, this thesis is purposed to focus on three target groups: millennials, gen-eration Z and the esports target market. Due to the overlapping of the two generations and esports enthu-siasts, this research focusses on revealing interesting data on their content marketing preferences. Aca-demic theory was compared to self-conducted research to have a better understanding on what the ne-cessities are in a content marketing plan for these target groups.
To understand content marketing, this thesis is purposed to focus on three target groups: millennials, gen-eration Z and the esports target market. Due to the overlapping of the two generations and esports enthu-siasts, this research focusses on revealing interesting data on their content marketing preferences. Aca-demic theory was compared to self-conducted research to have a better understanding on what the ne-cessities are in a content marketing plan for these target groups.