Digital Marketing Strategies in Introducing Sports Products to the Millennial Generation
DOI:
https://doi.org/10.36456/j-stand.v6i1.10176Keywords:
Digital Marketing, Sports Products, Millennial Generation, Social Media, Influencer MarketingAbstract
This study examines digital marketing strategies for introducing sports products to the millennial generation, focusing on social media, influencer marketing, and interactive content. Millennials, known for their strong digital engagement, require targeted and innovative marketing approaches to drive purchasing decisions. This research employs a mixed-method approach, combining quantitative surveys (n=300 respondents) and qualitative in-depth interviews (n=10 digital marketing professionals and influencers) to analyze the impact of these strategies. Findings indicate that Instagram (45%) and TikTok (30%) are the most effective platforms for engaging millennials, with interactive features such as Reels, Stories, and short-form videos enhancing consumer interest. Additionally, 75% of respondents acknowledge the influence of trusted influencers, emphasizing their role in building consumer trust and increasing purchase intent. The study also reveals that tutorial videos (35%) and live streaming (20%) significantly boost engagement, underscoring the importance of educational and real-time content in digital marketing. These insights provide practical guidance for marketers, suggesting that brands should prioritize Instagram and TikTok for social media campaigns, strategically collaborate with influencers, and leverage engaging content formats such as tutorials and live streaming. Future research should explore the long-term impact of influencer marketing on brand loyalty and investigate emerging technologies such as virtual and augmented reality to further enhance digital marketing strategies.
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