Digital Marketing's Influence on Millennials and Luxury Brands

This report explores the significant influence of digital marketing on millennials' purchasing behaviors, particularly concerning luxury brands. It highlights how millennials, as the largest consumer group, are targeted by various digital marketing platforms like social media, search engine optimization, and affiliate marketing. The study emphasizes the crucial role of social media in connecting businesses with consumers, shaping lifestyles, and showcasing luxury brands. It also examines the impact of platforms like YouTube, used by influencers, and the increasing use of smartphones. The research references studies on millennials' online habits and the effectiveness of digital marketing strategies. The report concludes by seeking to determine the influence of digital marketing towards millennials buying luxury brands. The research draws on existing literature to analyze the evolving landscape of luxury brand consumption in the digital age.

Running head: MARKETING RESEARCH 1
Marketing research
Name
Institution

PROBLEM STATEMENT
Digital marketing has in recent years expanded to attract several individuals especially
the millennials. The millennials are gradually changing the market and shifting the term luxury
from the traditional belief of luxurious brands being associated with the wealthy who want to
maintain their status and wealth. Current consumers associate luxury with authenticity, high
social class, best experience and efficiency in service delivery. Additionally, they are open-
minded and companies are forced to adjust and meet their consumers’ passion as opposed to
their heritage (Uzgoren& Guney, 2012). Being the biggest consumers, these millennials are
targeted with the advent of different digital marketing platforms and technologies that include
affiliate marketing, search engine optimization and marketing through the social media that
provide a wide reach to customers (Chaffey & Ellis-Chadwick, 2019)
Social media plays a key role in the success of digital marketing by connecting
businesses to customers and providing a platform for companies to promote their brands (Sajid,
2016) (Saravanakumar & SuganthaLakshmi, 2012). It has also shaped the way of life and many
personal activities are made public especially by those who wish to show off by displaying
luxurious brands they have acquired as a way of gaining followers and more views (Wang, Yu,
& Wei, 2012). Research shows that 95% of the millennials have access to smartphones, and 45%
say they are constantly online using the internet (Anderson & Jiang, 2018). Businesses are
therefore taking advantage of this by using Facebook, Youtube, Instagram and Snapchat which
are the most popular online platforms used by most of these teens. Reports have also shown that
blogging has risen among older adults as opposed to teenagers and younger adults (Lenhart,
Purcell, Smith, & Zickuhr, 2010). Youtube has proven to be effective in marketing as more
customers can be reached using influencers and Youtubers with a massive following and strong

online presence. These influencers can introduce products in a better and more appealing way
that attracts customers who prefer luxury and brand. It also allows businesses to diversify their
video marketing strategies with multiple channels, enjoy Search Engine Optimization boost and
build brand awareness while also generating traffic (Wu, 2016) (Yalçın & Köse, 2010).
Therefore, this proposed study seeks to determine the influence of digital marketing
towards millennials buying luxury brands.

Reference
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Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Lenhart, A., Purcell, K., Smith, A., & Zickuhr, K. (2010). Social Media & Mobile Internet Use
among Teens and Young Adults. Millennials. Pew Internet & American life project.
Sajid, S. I. (2016). Social media and its role in marketing.
Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science
Journal, 9(4), 4444-4451.
Uzgoren, E., & Guney, T. (2012). The snop effect in the consumption of luxury goods. Procedia-
Social and Behavioral Sciences, 62, 628-637.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase
intentions: A consumer socialization framework. Journal of interactive marketing, 26(4),
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Wu, K. (2016). YouTube marketing: Legality of sponsorship and endorsements in
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Yalçın, N., & Köse, U. (2010). What is search engine optimization: SEO?. Procedia-Social and
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