Today it is the most promising target audience of

This preview shows page 7 - 9 out of 10 pages.

Today it is the most promising target audience of Internet marketing. It is precisely for their attention and affection that all the largest brands are fighting, it is the millennials that make their preferences popular for various communication channels and advertising platforms. Common features of this age group are ambitiousness, quick reaction, multitasking, result orientation, technical knowledge. Communicating with millennials requires a quick response to trends, a creative approach to creating advertising messages, and a willingness to adapt the campaign to new audience needs. Key target market features: An interesting feature of the new generation: with all the sincere love for brands, millennials do not want to wear their logos on themselves, they do not want identification with any brand. At the same time, we are ready to share our experience of using the product after the purchase, but again, without focusing on the brand. The focus in any case will be the owner of the thing, not the manufacturer - and this should be taken for granted. A brand can repost photos of products or services to use in their media, with obligatory source indicators - millennials react very sensitively to attention to their individuality. 3.2. Better communication and personalization Part of a personal approach is to increase customer loyalty and provide exactly what they want. However, the development of personalization has gone much further than simply targeting customers by their names: finer settings are now available based on the personal web and mobile traffic of each client. It is very important to communicate directly with the client. Previously, dealers mainly came into direct contact with the client.
Image of page 7
In the future, direct communication between Volkswagen and customers will be managed by a personal customer identifier, which will be introduced in 2020 along with a new brand sales strategy. It will also allow for the implementation of comprehensive individualized customer service at all points of contact with the Volkswagen brand, including in the field of marketing. The key role is played by the analysis and use of marketing data and customer data, as well as the expanded use of advanced digital tools and artificial intelligence. Сonsumers daily view a large number of ads, so most messages lose their relevance. However, data-driven marketing can help tailor an ad to achieve the greatest effect. Personalization is for the most part a way to deliver timely and relevant information for segmented traffic of visitors or ordinary users, which resonates on all marketing channels. A good example is when a company changes the content that a buyer sees when they get to the site based on knowing what they might like. 3.3. Sustainability After the scandal that took place in 2015, company has managed to develop the eco-friendly technology. However, the marketing strategy should be aimed at being called the most sustainable car manufacturer. The goals of the marketing campaign should be: - Make the brand be associated with sustainable practices - Use the scandal as a prove that at the moment the company has changed 3.4. Specific goals - By 2020, Volkswagen should increase the effectiveness of marketing communications by
Image of page 8
Image of page 9

You've reached the end of your free preview.

Want to read all 10 pages?

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes
A+ icon
Ask Expert Tutors