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Venture development in the leisure industry: recommendations for a platform based startup - crafting a digital brand and marketing communications for digital native users
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| 9.02 MB | Adobe PDF |
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Resumo(s)
This individual chapter researches how to efficiently brand and market a new venture in the
leisure industry. Focused on digital natives, predominantly Gen Z and Millennials, it explores
strategies for brand positioning and marketing communications in a tech-driven era. Utilising a
combination of literature review and empirical surveys, it offers insights into digital behaviour
and preferences of this demographic. The thesis aims to develop foundational approaches for
go-to-market marketing strategies, emphasising the integration of social media, content
marketing and digital communication channels to engage and resonate with digital natives
effectively.
Descrição
Palavras-chave
Generation z Marketing communications Content marketing Branding Brand management Experiential marketing Experience economy Leisure marketing