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    Charles MKRSecondary

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    Secondary research further refine the marketing question

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    Charles MKRSecondary

    Uploaded by

    mariamacharles75
    69 views6 pages
    Secondary research further refine the marketing question

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    © © All Rights Reserved

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    Secondary research further refine the marketing question

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    69 views6 pages

    Charles MKRSecondary

    Uploaded by

    mariamacharles75
    Secondary research further refine the marketing question

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 6

    Name: Mariama Charles

    MKT 1414

    Secondary Research Project


    PART 1:
    Review the feedback from the week 1 assignment and revise your marketing research
    question and research objectives. Make sure that the marketing question is clear,
    specific, and focused on a single question that is under the control of the marketing
    department. The research objectives should be clear and specific statements that
    outline the information that the organization needs to gather to understand the situation
    and develop research-based solutions.

    Note: Some students will have significant changes while others will be very minor or
    not have changes at all depending on the feedback from week 1.

    Revised Marketing Question:

    How can the NAACP effectively increase engagement and support among younger

    audiences through social media and digital platforms?

    Revised Research Objectives:

    • RO #1 - Determine the current level of awareness and perception of the NAACP


    among younger demographics (age 18-25).

    • RO #2 - Identify which social media platforms and content type Gen Z primarily
    uses for activism.

    • RO #3 - Assess the NAACP’s current digital campaigns strategies and their


    effectiveness among younger audiences.

    • RO #4 - Explore potential partnerships or collaborations with influencers or


    brands that align with the NAACP’s missions to enhance visibility among young
    audiences.

    • RO #5 - Determine what Gen Z expects from traditional organizations in terms of


    • transparency, inclusivity and impact in social justice work.

    PART 2: Find Information the Organization Needs


    Source 1

    Source Title/Name: The Role of social media in connecting with Gen Z audiences

    Source Author: Ronnie Gomez

    APA format Citation: Gomez, R. (2024). How to make sure you’re marketing to Gen Z
    the right way. Sprout Social. Retrieved November 10, 2024, from
    https://sproutsocial.com/insights/marketing-to-gen-z/

    Main points Gen Z values brands that amplify their beliefs and values, with an
    expectation that brands will take strong, public stands on social issues. User generated
    content is a powerful tool for building trust because Gen Z is drawn to genuine
    interactions.

    Why is this Source Credible? Sprout Social is a well-established social media


    management platform, frequently publishing industry insights bashed on
    comprehensive data.

    Connection to Marketing Question This source provides actionable tactics, such as


    amplifying the NAACP values and engaging in authentic influencers, partnerships to
    resonate with Gen Z’s expectations for social responsibility and transparency

    Source 2

    Source Title/Name: Understanding Gen Z’s Media Habits

    Source Author: Media Culture Insights Team

    APA format Citation: (2024). Gen Z Media Habits: Where to Find Them and How to
    Engage Them. Media Culture. Retrieved November 10, 2024, from
    https://www.mediaculture.com/insights/gen-z-media-habits
    Main points: Gen Z prioritizes YouTube and TikTok for social engagement, which
    focus on authentic content. Video gaming is a significant social outlet for Gen Z,
    representing an opportunity for brands integration within digital gaming space.

    Why is this Source Credible? Media Culture Specializes in advertising and audience
    insights, offering detailed analyses of media trends for effective targeting.

    Connection to Marketing Question By focusing on YouTube and TikTok and


    incorporating personalized content, the NAACP could better reach Gen Z, using
    platforms where they are most active to foster community interaction.

    Source 3

    Source Title/Name: Generation Influence: Gen Z Study Reveals a New Digital


    Paradigm
    Source Author: Business Wire Editors

    APA format Citation: (n.d.). Generation Influence: Gen Z Study Reveals a New Digital
    Paradigm. Business Wire Editors. Retrieved November 10, 2024, from
    https://www.businesswire.com/news/home/20200706005543/en/Generation-Influence-
    Gen-Z-Study-Reveals-a-New-Digital-Paradigm

    Main points Gen Z expects brands to provide value driven content and engage in
    socially conscious campaigns. Short form engaging content such as Instagram stories
    or TikTok videos capture their attention more effectively than traditional formants

    Why is this Source Credible? Business wire is a reputable news and press release
    distribution serves with industry backed insights on consumer trends and digital
    engagement.
    Connection to Marketing Question this resource highlights the need for the NAACP
    to focus on value based, short form content that reflect its missions leveraging Gen Z
    prefers for consuming information on social issues.

    Source 4

    Source Title/Name: Engaging Gen Z Through Community and Social Issues

    Source Author: Harvard Business Reviews Editors

    APA format Citation: (2024). Helping Gen Z Employees Find Their Place at Work.
    Harvard Business Review Editors. Retrieved November 10, 2024, from
    https://hbr.org/2023/01/helping-gen-z-employees-find-their-place-at-work

    Main points Gen Z value authenticity and is more likely to engage with brands that
    take meaningful stances on social medias. Community building content foster long term
    loyalty as Gen Z tend to align with brands that reflect their beliefs.

    Why is this Source Credible? Harvard Business Reviews in an authoritative


    publication providing research backed by extensive studies on generational behaviors.

    Connection to Marketing Question these sources support the idea that NAACP could
    deepen engagement by creating community-oriented content on social issues
    resonating with young audiences preference for activism.

    PART 3: Summarize What Was Found


    Using the main points of information from the four sources that you found, write two
    paragraphs that summarize this information for the organization. Think about this as
    putting together a summary for the project supervisor to update them on what was
    learned during the secondary research process.

    Gen Z is more likely to engage with brands that openly support social issues and take

    meaningful stances, referring to content that reflects value they care about, such as

    social justice and inclusivity. Platforms like TikTok, YouTube and Instagram are

    particularly influence with Gen Z spending significant time on those sites and engaging

    most with short form, visually engaging content. As digital first generations, Gen Z also

    shows strong references for personalized experiences, making user generated content

    valuable tool for engagement. Influencers who align with the NAACP mission can help

    amplify messages and reach broader networks as Gen Z trust voices they see as

    genuine and community driven. Additionally, Gaming and streaming platforms present

    unique engagement opportunities, as many Gen Z view gaming as a primary social

    outlet. The NAACP could benefit by creating interactive, value driven content and

    partnerships that incorporate social justice messaging across these platforms. These

    strategies can help the NAACP foster stronger connections with Gen Z and inspire

    greater involvement in its missions.


    PART 4: Revise the Marketing Question and Research
    objectives (again)

    Now that some information has been gathered, review and revise your marketing
    research question so that it is very focused on what the organization still needs to
    learn.

    Revised Marketing Question:

    How can the NAACP effectively increase engagement and support among younger

    audiences through social media and digital platforms?

    Revised Research Objectives:

    Reminder: The research objective should be clear and measurable. They need to be
    statements that outline the information that is still needed. They should be short
    sentences that inquiry words such as: understand, identify, examine, determine, etc.
    Make sure they are clear because they will guide the primary research process next
    week.

    • RO #1 - Determine the current level of awareness and perception of the NAACP


    among younger demographics (age 18-25).

    • RO #2 - Identify which social media platforms and content type Gen Z primarily
    uses for activism.

    • RO #3 - Assess the NAACP’s current digital campaigns strategies and their


    effectiveness among younger audiences.

    • RO #4 - Explore potential partnerships or collaborations with influencers or


    brands that align with the NAACP’s missions to enhance visibility among young
    audiences.

    • RO #5 - Determine what Gen Z expects from traditional organizations in terms of


    transparency, inclusivity and impact in social justice work.

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