Principles of Marketing: Characteristics of Generation Z, Segmentation Methods, Promotional Methods and Media

Running Head: MARKETING 0
Principles of Marketing

MARKETING 1
Contents
Characteristics of generation Z..............................................................................3
Segmentation methods that are used to define the audience...............................3
Promotional methods and media that are used by marketers to reach this
audience................................................................................................................ 4
Recommendations................................................................................................. 5
References............................................................................................................. 7

MARKETING 2
Characteristics of generation Z
Generation Z is more technologically advanced people and they properly know how to use
smartphone from the starting age. The Generation z people also not seen the world without
the use of internet. Besides this, these people also get several kinds of information every day.
It is because the generation Z spend too much time on the social media. This helps in getting
huge information of several fields. Self-confident, being independent, and autonomous are
some of the significant features of the Generation Z. they are mostly independent, they do not
ask their parents for the money. The basic reason behind this is that technologies and internet
allow them to start earning money at the early stage of life (Mullin, 2018). Besides this, they
are also more aware about the environment. due to this, they value the healthy as well as eco
friendly lifestyle as compare the previous generation. They proved to be more positive. This
helps them in absorbing lots of information in very little time. They also have the ability
handle multiple tasks at one time (Singh and Dangmei, 2016). By seeking the autonomy and
independence, Generation Z has the strong entrepreneurial quality in them. They can
successful study as well as work at one time. many brands are effectively using media in
order to target the Gen Z. in the recent time, Gen Z are recently entering the workforce and
have money to spend. If brands want to engage with them, marketers are required to engage
with them as well as marketer are needed to accept. The Generation Z also not able to give
the proper attention to one thing. Due to this, it requires them to hold the attention. It is also
found that the Generation Z tends to perceive the information visually. Due to this, marketing
campaigns that are targeted at the Generation Z tends to revolve around the videos, story
telling as well as visualization. In this way, it can be stated that the Generation Z are talented
and find it easy to use their skills and knowledge.
Segmentation methods that are used to define the
audience
Audience segmentation is the key activity in the audience analysis. It is the process from
which large group of audience is divided into the smaller group. It is divided on the basis of
similar values, needs as well as characteristics. It tends to recognise the different groups that
tend to respond in different manner to the behaviour and social change. Different methods are
used for segmenting the audience. The first method is demographic segmentation. It includes
the income level, age, job type, as well as geographical location. Every company target the