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

This article discusses the characteristics of Generation Z, segmentation methods used to define the audience, and promotional methods and media used by marketers to reach this audience. It also provides recommendations for marketers.

Running Head: MARKETING 0
Principles of Marketing

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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

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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
different audience as per their product or service type. It can be applied in the automobile

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market. For example- BMW and Audi have targeted the higher-class people. Under
behavioural segmentation method, it depends on the what people want to buy, how frequently
they purchase the products as well as why they buy any particular product or service. With
this segmentation method, the message is sent to several customers across the world. These
group includes first time buyers, prospective buyers, defectors, as well as regular customers
who all switched to the other brands. Psychographic segmentation is also one such method
that sues the lifestyle of people. It includes the psychographic aspects of the consumer
behaviour related to buying. There are some fashion brand that caters to the high living
standard. The other method of targeting the audience is geographic segmentation. This kind
of segmentation tends to divide the people based on the geography. For example: in the cold
countries, several companies must be selling the heaters. As compare to this, in the hot
countries, companies must be selling the air conditioners (Roux and Van der Waldt, 2016).
Due to this, geographic segmentation also plays an essential role. In this way, it is clear that
in order to bring success, it is essential for the organisation to rightly segment and target the
audience. As per the brand or product, it is significant to segment the market.
Promotional methods and media that are used by marketers to reach
this audience
Promotion is the essential aspect that involves the delivery of brand, company, as well as
product messages to the target audience. The company uses several tools in order to deliver
the unpaid and paid promotional method. Each community helps the company in reaching to
the large number of customers. In the recent time, promotion plays an significant role due to
the increasing competition. if companies will not ensure the marketing of their product with
the help of promotion, they will not be able to sustain in the market for long time.
It is true that the marketer is using different promotional methods in order to reach the wide
number of audience (Dwivedi, Kapoor and Chen, 2015). Advertising is the first promotion
method that is used by the marketer. Using this, marketer directly interacts with the audience
using several media sources such as print, television, radio as well as online. An effective
campaign keeps the customer in mind at the same time communicates the company’s brand
and mission. Advertisement is given to the several demographics by improving the chances in
order to make the campaign successful. The marketer is using several varieties of public
relation tactics in order to reach to the wider number of customers. Press release is the most

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common used media. It is used when company send the overview related to major event or
change to several media outlets. Digital promotion is also seen as the most powerful
promotional method. Digital promotion helps in easily grabbing the attention of the audience.
This kind of promotion can be seen on the new feed on mobile devices when people scroll on
the social media sites (Venter, Wright and Dibb, 2015).
Community involvement and networking helps the business in supporting the promotion of
business. Using such promotion method, company can make the new contacts. With the help
of this, it can reach to the potential customers by participating in the conferences, trade
shows, community activities as well as several other events related to networking. Speaking
to several people regarding the business proved to be the most effective way to promote the
product or service (Singh and Dangmei, 2016).
Recommendations
In order to influence the target group, several promotional tools can be recommended to the
marketer. IN the recent time, people are mostly engaging with the social media. Due to this, it
is effective for the marketer to sue the digital marketing channel. It tends to cover the several
background, from web site to the content, search engine as well as social media marketing.
Several techniques as well as digital marketing tools are evolving rapidly with the advances
in technology. It is true that the mobile technology and internet has enabled the use of digital
promotional tools. Social media is recommended because using this; company can reach to
millions of customers. Besides this, it has also enabled the transfer of knowledge easily from
one place to other. It is also recommended to the marketer for ensuring the personal selling. It
will help in developing the relationship with the target audience. It put emphasis on the face-
to-face interaction. Using this promotional tool, it will be easy for the marketer to know the
needs of the customers. It will help the company in several ways. Firstly, Companies will be
able to generate the goodwill. It is true that several people do not understand the power of
affiliate marketing. However, it can provide the massive growth. (Mohr, 2017).Marketer can
also build the affiliate program and then start reach to the potential affiliate that can assist the
company. In order to attract more and more customers, it can also distribute the pamphlets
and coupons regarding the products. coupons can also make the effective marketing plan.
Several companies can also get the promotion of its products by ensuring the free sample. It
is also recommended to the companies for developing the good relation with the media in
order to create the favourable publicity of the brand. It will help the business to reduce the

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negative solution. As a result of this, companies can also get the support of customers.
Several companies also use the sponsorship in order to gain the huge publicity for their
company.

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References
Dolnicar, S., Grün, B. and Leisch, F., 2018. Market Segmentation Analysis. In Market
Segmentation Analysis (pp. 11-22). Springer, Singapore.
Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and
advertising. The Marketing Review, 15(3), pp.289-309.
Iorgulescu, M.C., 2016. Generation Z and its perception of work. Cross-Cultural
Management Journal, 18(01), pp.47-54.
Kelley, D.E., Noar, S.M., Myrick, J.G., Morales-Pico, B., Zeitany, A. and Thomas, N.E.,
2016. An empirical analysis of indoor tanners: implications for audience segmentation in
campaigns. Journal of health communication, 21(5), pp.564-574.
Mohr, K.A., 2017. Understanding Generation Z students to promote a contemporary learning
environment. Journal on Empowering Teaching Excellence, 1(1), p.9.
Mullin, R., 2018. Promotional marketing. United Kingdom: Routledge.
Roux, A.T. and Van der Waldt, D.L.R., 2016. Toward a model to enhance synergy of out-of-
home advertising media integration strategies. Journal of Promotion Management, 22(3),
pp.386-402.
Singh, A.P. and Dangmei, J., 2016. Understanding the Generation Z, the future
workforce. South-Asian Journal of Multidisciplinary Studies, 3(3), pp.1-5.
Venter, P., Wright, A. and Dibb, S., 2015. Performing market segmentation: a performative
perspective. Journal of Marketing Management, 31(1-2), pp.62-83.