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Marketing Strategies for Different Generations and Digital Marketing

Challenges of Marketing to Different Generations

Kotler, Kartajaya & Setiawan (2021, p.19) state that “Marketers around the world are facing the challenge of serving five different generations: Baby Boomers, Generation X, Generation Y, Generation Z, and Generation Alpha. The first four of these generations make up the workforce. The
majority of Baby Boomers are still in the workforce. However, Generation X now holds most of the leadership roles globally. Generation Y is now the largest in the workforce, while Generation Z are the newest entrants. These generations have different levels of tech-savviness. Looking at the market through the generational lens will help marketers understand the best way to implement the tech-driven Marketing 5.0.”
Critically evaluate this statement and discuss its implications for social media marketers. Use relevant examples to support your answer.
Source: Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
“We believe that content marketing should be at the heart of digital marketing for all types of brands, because content fuels all the main digital marketing channels we use to communicate with our audiences” (Chaffey & Ellis-Chadwick, 2019, p.375).
Critically evaluate whether content marketing should be at the heart of a digital marketing strategy. Illustrate your answer with recent examples.
Source: Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
“AI is creating efficiencies on an unprecedented scale, leading to automated and interconnected business processes that have diverse implications for a wide range of business functions, including marketing. As a result, marketing managers need to
consider reshaping internal capabilities, rethinking strategies, and how customer interactions might be transformed. While some firms are striving to lead all business decisions with consideration of AI (Baker, 2017; Wolska, 2017), others are struggling  to see the forest for the trees and to navigate AI adoption” (Campbell, Sands, Ferraro, Tsao & Mavrommatis, 2020, p.228).
Critically evaluate this statement and discuss its implications for the development of an effective digital marketing strategy. Use relevant examples to support your answer.

Source: Campbell, C., Sands, S., Ferraro, C., Tsao, H. Y. J., & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227-243.
Requirements and detailed instructions:

Evaluate one of the above questions as an extended essay. This is an individual assignment, not a group one. Your answer should be 3,000 words long. If you need to, you may append information in an appendix. It should be no more than 2 pages long and is not included in the wordcount. You should also include a List of References (not a Bibliography). This is a list of references from which you have cited in the main body of your essay. It is not included in the wordcount.
Read the Assignment Assessment Criteria and accompanying guidelines below for further guidance as to what is being looked for.

Implications for Social Media Marketers

Explanation of Assessment Criteria
1. Demonstrating an in-depth understanding of the functions and issues raised.

Have you identified and discussed the major issues raised by the question? The answers to all of the questions require reference to major issues facing digital marketing strategists today. They will all require you to go beyond, or to develop further, issues mentioned in lectures.

Your answer must demonstrate that you understand, in depth, digital marketing strategy and the particular issues addressed by the question. This will often be both in theoretical terms and in practical terms, understanding the difficulties these issues pose for digital marketers (such as data or organisational or implementation issues).
Does your answer have an appropriate scope? Eg If it was connected with digital marketing, are social media, wireless digital and push digital, such as email, considered as well as websites?

2. Use of examples
Do you use examples?
Are your examples of real named organisations (eg Apple, British Airways), networks (eg Facebook) or media (eg a specific email campaign)? Just naming networks is not enough – we want other examples too. Some of your examples must be of real, named organisations.
Are they relevant to the points you are making?
Are they used well, so that they really make the points you’re making clearer?
Is it clear where they came from, eg referenced to a source, anecdotal (someone told you), your own experience.
Are they treated critically, for example, do you evaluate whether they were successful?
3. Skills of Critical Evaluation

Students who merely repeat or describe basic theory, or the arguments of others, will lose marks here.
Instead, we wish to see you use evidence from the research or arguments of others to support arguments which you develop yourself.
You must be able to critically evaluate established theory, or commonly held assumptions, or the arguments of others and show,
with justification, where they are good, where they may be inadequate and where they have been developed further by others. 

This may also involve analysis of data you discover (although you are not expected to undertake primary research).
We do not want just a string of paraphrases or quotations of others’ work. We wish to see you interpret and use such sources critically and intelligently to build and support your arguments about the issues raised in the question. In other words, we wish to see you display Masters-level skills of critical evaluation, which you will have used in other similar assignments on your programme.
The easiest way to think of this is “I must be evaluative.” This may involve you evaluating an example as good practice, useful, has flaws, poor practice; or evaluating a source as useful, introducing new ideas, developing the work of others, leaving questions unanswered, giving insufficient or inappropriate evidence, drawing conclusions unjustified by the evidence. And we wish to see plenty of You in your work.

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