Running Head: GENERATION Z
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5-2 Recommendation Report: Marketing Strategies for Generation Z
MBA 645
SNHU
GENERATION Z
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1. Generation Z refers to the population born between 1997 and 2015. The people of
Generation Z are technology-friendly, innovative, socially responsible, educated, and realistic
(Engaging generation Z through social media, 2021). In terms of marketing, the aspect that is
unique about Generation Z is that they value realness and authenticity. The companies that use
realistic narratives in order to market their products and services are likely to appeal more to
Generation Z. Moreover, advertisements that tell an interesting story and are humorous or
funny will attract the attention of this generation (Fromm & Read, 2018). Moreover, they also
look for practicality in marketing.
The two digital marketing approaches that work best for Generation Z are social media
marketing and influencer marketing. As they spend a lot of time on the different social media
platforms, it can be leveraged as a means to effectively communicate the message relating to
the reopening of the theme park. Gen Z people can connect better with the influencers. The
influencers act as a liaison between the company and its customers.
2. In order to create a positive brand image and reach out to this generation, the best
means is social media. To spread the message relating to the reopening of the theme park,
Instagram can be used. It is one of the social media platforms that is highly preferred by
Generation Z. The visual content and appealing features of the platform attract the Gen Z
people to spend more time on the platform. About 65% of Generation Z use Instagram on a
daily basis (Green, 2019). Another social media platform that can be used in order to
communicate the brand message of the theme park to Gen Z is YouTube. The video content
available on the platform appeals to more people and attracts their attention.
The bloggers and influencers play an important role in connecting with the Generation
Z. The influencers can have a significant influence on the decision-making process as well as
the attitudes of Generation Z (Wielki, 2020). When the digital influencers and bloggers
GENERATION Z
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recommend the theme park, the Generation Z is more likely to believe the brand and visit the
theme park. The recommendations made by the bloggers and influencers are highly valued by
this generation of people. For example, companies such as Allen Solly, Baggit, and other top
brands used the influencers and were successful in reaching out to a huge audience.
Online advertisements work well with Generation Z. As they spend maximum time
online and over the social media platforms, online advertisements are more likely to come to
their attention.
3. Generation Z have been born in the age of globalisation and modernisation. However,
traditional methods of marketing are still relevant to them. The traditional marketing methods
that can best influence the people of Generation Z are television and outdoor marketing.
In terms of outdoor marketing, the theme park will develop billboards stating the
reopening of the theme park. Outdoor events will also be conducted in order to draw the
attention of people and communicate the brand message. The theme park will also leverage
television advertising to spread the message of the reopening of the theme park.
The main benefit of using television and radio for promotion is that they are cost-
effective. They can help in reaching out to a wider audience. However, these techniques also
have disadvantages. One of the disadvantages is that as Generation Z spend more time online,
it may not be effective to reach out to them.
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References
Engaging generation Z through social media. (2021). Retrieved April 22, 2022, from
https://www.theseus.fi/bitstream/handle/10024/142658/Artemova_Alexandra.pdf?seque
nce=1
Fromm, J., & Read, A. (2018). Marketing to Gen Z: The rules for reaching this vast--and very
different--generation of influencers. Amacom.
Green, D. (2019, July 2). The most popular social media platforms with gen Z. Business
Insider. Retrieved April 23, 2022, from https://www.businessinsider.in/retail/the-most-
popular-social-media-platforms-with-gen-z/articleshow/70044989.cms
Wielki, J. (2020). Analysis of the role of digital influencers and their impact on the functioning
of the contemporary on-line promotional system and its sustainable development.
Sustainability, 12(17), 7138.
