What is the appeal of each of your chosen channels to these target audiences?
Generational marketing is needed more than it has been in the past because there exists so
many channels to market to customers (Slootweg & Rowson, 2018).
Appeal of
Traditional
marketing
channels
Baby Boomers –
1946-1964
Generation X –
1965-1980
Millennials (Generation
Y) –
1981-1996
Gene ration Z –
1997-2012
Print
Low to medium
Medium to high
Medium to high
Medium to high
Television
Medium to high
Medium to Low
Medium to Low
Medium to Low
Based on your selection, describe one creative or innovative form of traditional marketing you
have come across personally. How did this creative or innovative approach influence your
purchasing decision?
The ad-supported streaming services are offering a choice of commercials for the same product
to watch. As a member of Generation X presenting ads this way reminds me of “choose your
own adventure books” from the 80’s. Its corny but I feel like choosing ad A over ad B could have
tragic consequences. Has the effect that it piques my interest in the product.
Share two "top" ideas to be considered for marketing the brand connected to Milestone Two
in Module Six. Include one idea each for the following areas: consumer research and SEO.
Traditional Marketing
channel (Calta, 2011).
Print
Television
Baby Boomers
Born between
1946-1964
At one time appreciated but
studies show
eschewing in favor of online
Most likely watch cable and
network television.
Appreciate informative ads
Generation X
Born between
1965-1980
Tech savvy but appreciate
print ads
for shopping research
Latch-key generation raised
on television likely
to use paid streaming services to avoid ads
Millennials
(Generation Y)
Born between
1981-1996
More likely to watch ad-supported
streaming services
with targeted ads
Generation Z
Born between
1997-2012
Overwhelmed by online media
showing a preference
for direct mail
Surveys are a good method for consumer research when determining how to improve
operations and identify target audience for marketing. In the past, hard copy surveys that
customers needed to complete and mail back to the company likely led to just getting hate mail.
However, with technology, Global Parks can use tablets to have park goers enter a few
demographic details and an email. When they consent to receive and complete a more in-depth
survey, they can receive coupons for the next visit. Global Parks will be able to compile a profile
of regular visitors, casual visitors, and one-time visitors.
With the information gathered from the survey Global Park can create targeted digital
marketing using search engine optimization (SEO). The key to SEO marketing for the Global Park
brand is to include search terms that backlink to their website. Regular and casual visitors likely
will be part of email lists or within the local area so print and television marketing would reach
them. Global Park should use SEO to attract more one-time visitors. Out of town people visiting
family looking for something to do for day when the kids get bored at the grandparents’ house
might search “family things to do in Sandusky Ohio”. Top of the list is Cedar Point amusement
park followed by the merry go round museum. Pretty sure we know where the kids want to go.
Rollercoaster enthusiasts looking for the next thrill might search for the “world’s fastest
rollercoaster”. Google’s top link was a Ferrari dealership in Lake Forest, IL with a write up on
Ferrari World in Abu Dhabi. Good for the dealership bad for the rollercoaster enthusiast who
just booked a flight to Chicago. SEO does not always reach the intended audience, so it is
important to choose the right words. A study by Erdmann, Arilla, & Ponzoa (2022) would
recommend Global Park SEO use a combination of branded keywords like “rollercoaster” and
generic keywords like “fun” in a digital marketing campaign.
References
Calta, K. (2011). Surprising Realities in Generational Buying Behavior. Response, 19(11), 46.
Erdmann, A., Arilla, R., & Ponzoa, J. M. (2022). Search engine optimization: The long-term
strategy of keyword choice. Journal of Business Research, 144, 650–662. https://doi-
org.ezproxy.snhu.edu/10.1016/j.jbusres.2022.01.065
Slootweg, E., & Rowson, B. (2018). My generation: A review of marketing strategies on different
age groups. Research in Hospitality Management, 8(2), 85–92. https://doi-
org.ezproxy.snhu.edu/10.1080/22243534.2018.1553369
Westcott, K., & Loucks, J. (n.d.). Increasingly, video streaming doesn’t mean ad-free. Deloitte
Insights. Retrieved April 13, 2022, from
https://www2.deloitte.com/us/en/insights/industry/technology/ad-supported-consumer-
streaming-services.html
