Appeal of traditional marketing Student Help In response to two of your peers, address the following:
· Compare your views on the appeal of traditional marketing to various audiences. How do they differ from your peers’ views? How are they the same?
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· Compare your views on the importance of creativity and innovation in traditional marketing. How do they differ from your peers’ views?
· Respond to the top ideas of your peers for consumer research and use of SEO. What are the pros and cons of each idea from your point of view and research?
The two traditional methods I chose are TV and Print.
Baby boomers are being touted as the second largest age group behind their children, the Millennials age group. A recent study says 40% are still working, 12% are self-employed and 35% are retired. Research shows they spend more than other consumers in all categories (“Baby Boomers”, 2021). They are very tech savvy, using PC’s more than iPhone and tablets to shop and order because they have a bigger screen. A study done said that 31% of baby boomers use laptops or PC’s to shop online (Yang, 2018). And the boomers like to read EVERYTHING before buying something, the fine print, reviews and ask around. They tend to not buy things on a whim like the younger generations do. But baby boomers are still be influenced by what are called traditional marketing channels. They still prefer to get and read direct mail like newsletters, postcards and flyers and like print ads and trust them more then online ads. So a good way to reach them is via print like newspaper and magazine ads. Don’t forget baby boomers grew up reading newspapers a lot. My father read one every day of his life. I did too for many years but have stopped to once a week in the last 5 years. I read all news on the internet since it is more up to the minutes than a newspaper. I would say TV would be a target channel towards them since they group up the TV became popular in 1950. With beginning of TV, shows needs sponsors and there would be ad for all sorts of products. Advertisers realized there was a new way to reach many new customers, so they started advertising on the TV during shows. By growing up during this time I would have to say that the TV definitely would have influenced the baby boomers generation on what to buy and as they have grown older they still watch TV and are just as influenced by the TV are they were when they were younger.
Generation X can be split into two groups. Older ones born in the earlier part of the generations who relate more to the baby boomers and younger ones born later in the generation who relate more to millennials. Today’s Gen X’ers do like the tech quite a bit but some can be still old fashioned and not use it at much or at all. Generations still like snail mail or direct mail at home (“Generational”, 2019). It comes from growing up with it all the time. It seems to be a preference for them. And Gen X’ers love coupons, so print is a great appeal to them. But they also like email and it is said they use the internet regularly so an email or mailing list also works with for them to (Lister, 2021). Another study showed 24% of Gen X’ers are swayed more by TV ads and their recommendations and 22% use word of mouth. As someone who is a Gen X’er I would say I use both. . This show TV’s status as the mode used media activity and major advertising vehicle for their ads say 61% see most ads on TV as well as 41 % on social media and then the radio 40% (“TV ads”, 2018). Plus I was a generation raised on TV as a babysitter when my parents were busy, so I saw a lot of TV growing up and still probably watch too much!.
Studies show 2/3 of Millennials watch TV on a weekly basis (“TV ads”, 2018). It is hard to get them to go with traditional marketing since most of them are online all the time. They tend to be following social media most of their time and not read newspapers or mail. Most of them receive mail by email rather than regular mail so print wouldn’t work well with them. They use Facebook, Instagram, Snapchat and other ways to stay in touch with friends, family, peers and coworkers. They also choose to rent more things than buy things but when buy something they do perform a lot of research before they go ahead with it and then tend to buy it online rather than in a brick and mortar store (Grover, 2019). Some suggest a radio is a good way to reach out to Millennials since they do listen to music a lot (“Does Traditional”, 2021).
Let It be said I have two Gen Z’s and they watch TV a lot and want everything they see! And also online! And also in the stores! Not so much print. But online, and TV ads draw them in! With that said, technology is glued to their hands just as it is with all their friends. They are growing up in a huge tech society and when computers and smartphones were luxury items to us (I remember first computer with BIG CRT monitors and life before cell phones) tech is such a way of life for them. They have everything at their fingertips, so easy! I had to laugh out loud when my kids asked me what encyclopedias are. And due to this, everything here and now, they have little attention spans. But they do like TV’s and stores to shop. A study showed 67% of Gen Z’s visit physical stores most of the time. 76% of GEN Z’s say they have a better experience in the store than online. Unless you are me. When I shop I have apps open to see if the item is cheaper somewhere else so I can buy it or ask the store to match the price (“Beyond millennials, 2020).
One form of marketing I get slammed with all the time is the ads on Facebook and other sites. You look at anything and BANG! There are tons of ads for what you looked at and similar things. It gets annoying some time and sometimes it is cool. I have found some cool gifts for husband and kids this way. But it does get overwhelming when there are so many pop ups soi end up just killing the ads out of frustration.
Customers surveys seem to be a great for the business to contact existing customers to learn their satisfaction with the company, the salespeople they may have interacted with, the service and the product and to see any interests in any new products. This could be great for the amusement park to use to see if customers want the down ride to be fixed or do they not want to ride it again and get a new one to replace it. SEO (Search Engine Optimization) helps both the consumer and business by connecting searchers with the content that is most relevant to them (“What is SEO”, 2019). For an amusement park you can update the site and use keywords that can target what the searcher is looking for to help them find it quicker. Info such as reopening date, ways to get passes, places to stay in and outside the park, safety rules to follow before and after you enter the park are all sorts of things you can have on the many webpage to help the searches be easier (Cumming, 2020).
Baby boomers – Shopping habits and trends. (2021, January 21). https://www.multisafepay.com/blog/baby-boomers-shopping-habits-and-trends#
Beyond millennials – Marketing to Gen Z | Mindstream media. (2020, January 30). Mindstream Media Group. https://mindstreammediagroup.com/beyond-millennials-how-to-market-to-generation-z
Cumming, M. (2020, August 24). Search engine optimization for your parks & recreation department. Read Our Blog | PerfectMind. https://blog.perfectmind.com/seo-for-parks-recreation
Does traditional advertising affect millennials? (2021, July 26). Hubbard Chicago. https://hubbardchicago.com/does-traditional-advertising-affect-millennials/
Generational marketing: Tips for reaching Generation X. (2019, June 5). MayeCreate Design |. https://mayecreate.com/blog/generational-marketing-tips-for-reaching-generation-x
Grover, V. (2019, December 17). What are the best marketing channels for millennials in 2020? Marketing Technology News, Trends, Strategy, Best Practices & Insights | MarTech Advisor. https://www.martechadvisor.com/articles/martech-skills/what-are-the-best-marketing-channels-for-millennials-in-2020
Lister, M. (2021, April 24). Generational marketing: How to target millennials, Gen X, & boomers. WordStream: Online Advertising Made Easy. https://www.wordstream.com/blog/ws/2016/09/28/generational-marketing-tactics
Marketing Research. (2021). Salem Press Encyclopedia
TV ads, W-O-M sway purchases for Gen Xers. (2018, October 11). Marketing Charts. https://www.marketingcharts.com/demographics-and-audiences/youth-and-gen-x-106048
What is SEO & why it matters to your business | Pedestal. (2019, April 9). Pedestal Search. https://pedestalsearch.com/what-is-seo
Yang, P. (2018, August 31). Marketing to baby boomers. Keap® (fka Infusionsoft) | CRM, Sales, & Marketing Automation. https://keap.com/business-success-blog/marketing/digital-marketing/how-to-market-to-baby-boomers
The two traditional marketing methods I have chosen are TV and print. The Baby Boomers would appeal to print advertisements because this generation is one that is more attached to reading newspaper every day. Millennials may appeal to print in the forms of magazines and books. However, Generation Z is more technology based and print may not be as appealing of a marketing medium for them. Commercials on TV would be very appealing to both Millennials and Generation Z, as these generations were raised watching television nearly every day. This method may not be as appealing to Baby Boomers who were not raised in the same way. However, it is important to keep in mind that assumptions that Baby Boomers are “old-school” are dangerous and often lead to ineffective communications. Boomers are a primary audience for many businesses, making up over 75% of wealth in the U.S (Myers, 2021).
One innovative form of marketing I have come across myself, is internet ads on social media such as Facebook. Because these ads are often targeted based on recent items I was searching, the ads are often tailored for me and remind me of items I was considering purchasing. I have bought new shoes through this method, as Facebook reminded me of a recent pair I was looking at on Amazon.
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