Youth Marketing, Marketing Strategies, Digital Presence, Social Networks, Generation Y, Consumer Behavior, France, Community Management, Influencer Marketing, Targeted Marketing
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Abstract
Understand the importance of targeting young people in France with tailored marketing strategies, leveraging their unique consumption habits and digital presence.
Contents
An interest in the young justified by a particular segment
Strategies marketing implemented by companies
An interest in the young justified by a particular segment
Strategies marketing implemented by companies
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Extract
[...] Therefore, marketing strategies can be put in place by companies In fact, in order to attract this segment, specific strategies must respond to the needs of young people. Among the retained strategies, we can notably mention the partnership with digital influencers who have a strong audience among young people. This partnership can allow the company to enter the market through a person whom young people are used to seeing content from. A marketing strategy focused on young people necessarily requires a presence on social networks, particularly through a community management allowing to feed a brand image within social networks. [...]
[...] The search for customer loyalty can correspond to a first approach responding to the need to set up a marketing strategy oriented towards young people. One of the main reasons for attracting young people within a business is the particularity of young people to register in the long term with a brand. In fact, by allowing the company to attract these young people, the company can then establish a commercial relationship that will develop throughout the relationship. Furthermore, young people can easily see their income grow, and therefore, in fact, increase their purchasing power, allowing for a growth in sales of a company. [...]
[...] 'Chapter 1. How to segment the youth market? From segmentation to "Segmenculture"' The new Youth Cultures. Trends and consumption practices of a misunderstood and paradoxical generation, under the direction of Batat Wided. EMS Editions pp. 17-70. - Yao Namoin, 'Generation Y and HR marketing: a generational approach to recruitment communication in France', Communication & Organisation, 2011/2 (No. p. 59-70. [...]
[...] If young people can represent an interest for businesses justified by the specifics of this segment it follows mechanically a targeted and different marketing strategy (II). I. The justification of an interest in young people justified by a particular segment Within an enterprise, young people represent a particular segment in that influence cannot be made through traditional channels. However, a marketing strategy is necessary for businesses in order to be able to attract a segment representing an increasingly large number of individuals. [...]
