Marketing Report: Influencer Marketing Trends for Gen Z Success

This report analyzes an article discussing influencer marketing strategies for reaching Generation Z. The article highlights the significant role of social media, particularly platforms like TikTok and Instagram, in influencing this demographic. Companies are leveraging these platforms through influencer marketing, using microblogging and storytelling to connect with Gen Z. The report identifies key marketing concepts, including target market identification, promotion strategies, and the importance of understanding consumer behavior. It emphasizes the social marketing concept and the need for tailored marketing mixes based on the target market's characteristics, such as age, lifestyle, and online behavior. The report also discusses the strategic use of the marketing mix (4Ps) and the effectiveness of direct marketing, especially through social media influencers, to attract and retain Gen Z customers. The analysis underscores the importance of adapting promotion strategies to the target market's preferences to achieve marketing success.

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“Reaching Gen Z with influencer marketing: Four Trends for Success”
https://www.forbes.com/sites/forbescommunicationscouncil/2018/10/09/reaching-gen-z-with-
influencer-marketing-four-trends-for-success/#13f020495050
By Nicolas Miachon (Oct 9, 2018)
This article is all about marketing tools that are used by companies in order to attract Gen Z.
For American youth, social media plays an important role and considered the biggest influencer.
Gen Z mainly influenced by social media posts as 45 percent of teens in America stay online
constantly. Nowadays, due to the heavy usage of digital platforms and the internet, companies
trying to use promotion tools such as TikTok, advertisement on streaming sites like Amazon,
Netflix and game video content. Further, MNCs are using YouTube influencers to attract more
audience and to reach GenZers. In a survey conducted by Defy Media, of 1,452 teens between
the ages of 13-20, it was found that 50 percent of teens used YouTube actively. Another
marketing tool that companies are using in this digital era is Instagram; this application is used
mainly for the purpose of influencer marketing with its integrated analytic, tagging and
discovering (Miachon,2018). The market value of Instagram doubled in the past few years that
indicate the strength that this platform has to influence others. Influencers of Instagram are “the
voice of Gen Z”. Influencers use microblogging and storytelling to influence their followers.
Marketers can use this trend and culture by a partnership with influencers who represent their
faithfulness, belief, and diversity and come in the Z list. This article includes marketing tools
that can be used by Marketers to attract today’s generation that is Gen Z. It is highlighted in the
article that marketers can attract and reach Gen Z through influencer marketing. The four trends
of influencer marketing are the use of the TikTok platform, video gaming content, making use of
different networks, and developing partnerships with Instagram influencers (Miachon,2018).
From the review of this article, it can be said that the marketing concepts that are used in this
article are the target market, promotion strategies used by firms in this digital age and marketing
strategy that help to attract more customers. This article discussed the social marketing concept,
this is the newest concept in marketing and comes with a new and progressive mindset. It is
identified that marketing strategies are formed according to the characteristics of the target
market. Promotion strategies that are used by companies to attract Gen Z are the use of social
media platforms and in that influencer marketing approach.
The target market in this article is millennial and Gen Z that are active users of the internet
and social media sites. This generation is the future of companies and most firms nowadays are
targeting these segments to strengthen its customer base. Identifying the right target market and
using appropriate tools to influence them and to attract them is a difficult task for marketers
(Lou, & Yuan, 2019). The target market is defined as a “group of potential customers to whom
the company wants to sell goods and services”. This is also people to whom a business directs its
marketing mix. At last, a target market is a part of the total market for which a company
produces products and services to satisfy their needs and wants and their marketing strategies are
formulated keeping in mind the preferences and characteristics of the target market.
Understanding target markets leads to the success of companies and gives a competitive
advantage to companies to sustain and compete in the market in the long run (Van Heerde, &

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Neslin,2017). Considering this businesses spend a lot of money and time to understand and
monitor their target market.
The target market mainly categorized on the basis of location, age, lifestyle, and income.
Then the target market is divided into various segments. Further, with the help of the target
market, the marketing mix strategies are formulated that includes 4Ps of marketing, place, price,
product, and promotion. The product strategy includes offering products as per the demand and
needs of the target market, price strategy also depends on the target market as if product offer to
high-level income group and has premium quality than premium price strategy is used (Chong,
Li, Ngai, Ch'ng, & Lee,2016). At last, place and promotion strategies are considered as an
important element in marketing strategies. On the basis of the article review, it is identified that
the promotion strategy of companies depends on the characteristics of the target market.
Promotion strategy includes attracting more customers and reaching to a large number of
customers through different promotion strategies. Influencer marketing is amongst the
promotional strategy that helps in to reach Gen Z and millennial. This includes promotion by
using “social media platforms such as Instagram, Facebook, TikTok and Musically”. This is part
of direct marketing; this form of promotion includes targeting an audience with tailored made
messages. Direct marketing emphasizes reaching the selected group and through postal mail,
email and social media messages. This includes using a platform that influences the most to the
target audience (Abratt, & Bendixen, 2018). Nowadays, social platform influencers are playing
a vital role to attract more customers and to reach to most of the customers of the company.
Hence, this article review is about the target market and promotional strategies that
companies use in this digital era that prove to be influential and effective for the companies to
attract more customers and to increase the market share. Further, class lecturers include the
concept of the marketing mix and the role of the target market. From this article analysis, it is
identified that promotion strategies are based on the behavior and characteristics of the target
market. Thus, the marketing mix strategies depend on the target market of the company.

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References
Abratt, R., & Bendixen, M. (2018). Strategic Marketing: Concepts and Cases. Routledge.
Chong, A. Y. L., Li, B., Ngai, E. W., Ch'ng, E., & Lee, F. (2016). Predicting online product sales
via online reviews, sentiments, and promotion strategies. International Journal of
Operations & Production Management.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect
consumer trust of branded content on social media. Journal of Interactive
Advertising, 19(1), 58-73.
Miachon,N., (2018). Reaching Gen Z with influencer marketing: Four Trends for Success.
Retrieved From:
https://www.forbes.com/sites/forbescommunicationscouncil/2018/10/09/reaching-gen-z-
with-influencer-marketing-four-trends-for-success/#13f020495050
Van Heerde, H. J., & Neslin, S. A. (2017). Sales promotion models. In Handbook of marketing
decision models (pp. 13-77). Springer, Cham.