La Vista Case Study Summary
La Vista’s marketer should design marketing strategies that match the constant creativity 5 of generation Z. Predictors reckon Gen Z’s growing up in a digital environment will invent new digital advertising techniques. Consider the green issues 1 with their brand. Engaging with their community through commitment and interaction. 10
• Generation Z’s behaviour entail: 1
• Not reading newspapers, owning a landline/ watch.
• Watching television on own schedule.
• Rather trusting peers than experts.
• Willingness to pay for content, not advertising.
• Sharing with friends as their primary activity.
• Not favouring one social network.
• Paying attention to brands
• Associating themselves with those making a difference 4
• Lead a multi-platform
life, moving content between platforms, keeping it close to them.
• Prefering Instant Messaging.
• La Vista has to implement the following mobile marketing strategies as Gen Z expect ads to be engaging, interactive and relevant: 10
• Graphic designs catch and guide them, disorderly hyper-visual advertising win their attention. No clean UI and UX design principles. (Ferdi) 11
• Social calls-to-action with full page ads improve performance and increase consumer activity, 2 earn developers and publishers more than banner ads, increasing campaign efficiency. 2
• Pre-click engagement encourages user’s interaction with banner ads featuring animation/ video in the banner. 2
• Google launched location-aware display advertisements that will indicate La Vista’s location on a map including a click-to-call 8 phone number. 3
• Contextually delivered mobile ads drive an increase in click-through rates 7 for online display ads. 2
• Investigate brand penetration from mobile devices with the segment button in Adwords 6
• Evaluate your current assets; determine if your brand have mobile-optimized content 9 of SEM specific landing pages.
• Create separate campaigns targeting mobile devices to control budget, bid, optimise ad copy and target mobile-specific landing pages. If keywords generate a significant amount of mobile search, consider paid search. 6
La Vista should continuously engage in meaningful conversation to gather insights into their changing needs and behaviours 4.
• Generation Z’s behaviour entail: 1
• Not reading newspapers, owning a landline/ watch.
• Watching television on own schedule.
• Rather trusting peers than experts.
• Willingness to pay for content, not advertising.
• Sharing with friends as their primary activity.
• Not favouring one social network.
• Paying attention to brands
• Associating themselves with those making a difference 4
• Lead a multi-platform
life, moving content between platforms, keeping it close to them.
• Prefering Instant Messaging.
• La Vista has to implement the following mobile marketing strategies as Gen Z expect ads to be engaging, interactive and relevant: 10
• Graphic designs catch and guide them, disorderly hyper-visual advertising win their attention. No clean UI and UX design principles. (Ferdi) 11
• Social calls-to-action with full page ads improve performance and increase consumer activity, 2 earn developers and publishers more than banner ads, increasing campaign efficiency. 2
• Pre-click engagement encourages user’s interaction with banner ads featuring animation/ video in the banner. 2
• Google launched location-aware display advertisements that will indicate La Vista’s location on a map including a click-to-call 8 phone number. 3
• Contextually delivered mobile ads drive an increase in click-through rates 7 for online display ads. 2
• Investigate brand penetration from mobile devices with the segment button in Adwords 6
• Evaluate your current assets; determine if your brand have mobile-optimized content 9 of SEM specific landing pages.
• Create separate campaigns targeting mobile devices to control budget, bid, optimise ad copy and target mobile-specific landing pages. If keywords generate a significant amount of mobile search, consider paid search. 6
La Vista should continuously engage in meaningful conversation to gather insights into their changing needs and behaviours 4.