The Impact of Digital Marketing on an Ageing Population: An Analysis of England’s Hospitality Industry

MSc PROGRAMME: International Business (MSc.)

TITLE: The Impact of Digital Marketing on an Ageing Population: An Analysis of England’s Hospitality Industry

DISSERTATION AIM

The chosen research topic explores how digital marketing increases awareness and usage of hospitality services among England’s ageing population.

RATIONALE FOR YOUR CHOICE OF TOPIC

Marketing has been part of human existence since trade by barter sustained business exchanges decades ago. In today’s world, marketing involves technology-driven activities that connect businesses to clients/customers via the internet and intranet. Digital marketing channels (such as email, websites, search engines, and social media platforms) facilitate fast and intuitive interactions that improve customer experience. With intent data, companies can customize marketing plans to reach a target audience who is most likely to buy the products or services. So, digital marketing is about connecting with customers at the right time and place.

Investments in the hospitality industry have gradually increased across the world since the COVID-19 pandemic. Hotel and restaurant businesses in England are also attracting more customers and investors. The hospitality industry does not only increase England’s trade income, it markets the nation’s tourist attractions and provides resident or visiting individuals and groups with memorable experiences. But despite the achievements and potentials of technology integration in digital marketing, the level of engagement between hotels and today’s ageing population (50 years and above) is very low due to some challenges impeding their use of information and communications technology (ICT) for online market research and e-commerce transactions.

On this backdrop, the research focuses on how digital marketing and ICT usage can improve interactions with older persons not only for marketing purposes, but to eliminate age-based discrimination from marketing professionals in the hospitality industry.

STRATEGIC IMPORTANCE OF TOPIC (IF KNOWN)

According to live data from Worldometer, the UK population is 68,833,119 as of 1 March 2023 and the figures might reach 70,485,490 in 2030. Interestingly, the population in England is growing faster by (3.5%) when compared to statistical projections for Wales (2.6%), Scotland (0.3%), and Northern Ireland (2.0%) between 2020 and mid-2030. Data from Statista shows that in 2021 the population of ageing person in England was 3,904,317 (50-54 years), 3,819,992 (55-59 years), and 3,280,891 (60-64 years). The problem is that UK’s ageing population could reach 3.1 million in 2045 and they present marketing opportunities that businesses in England’s hospitality industry can explore to increase market visibility, sales, and sustainable growth.

Older people have a right to healthier ageing, and digital technologies can improve the quality of life, so when internet-based gadgets (e.g., smartphones, tablets, and computers) are designed with improved accessibility features they increase usage among the older population. Therefore, digital transformations in the hospitality industry that increase engagement with ageing people will certainly expand customer segments. Moreover, in England’s hospitality industry where inclusion, diversity, and equality have been a strategic business strategy, hotels within the country have better business prospects in creating accessible, inclusive and age friendly brand communication channels across different demographics.

WHY DIGITAL MARKETING?

Digital media, specifically ICT, can help ageing people to live an active later life, make significant socio-economic contributions to society, and improve quality of life. This implies that marketers can use digital technologies beyond creating awareness for products and services. The chosen research topic will therefore explore how digital marketers can explore Corporate Social Responsibility (CSR), ethics, and customer-oriented business models to increase customer experience, trust, and brand equity.

DATA COLLECTION

The author will collect primary and secondary data for this qualitative study. Primary data is from the ageing population in England whereas secondary sources of data include academic journals, reputable research institutions, website articles on England’s hospitality industry, and relevant academic books. Use of both analytical methods will not only broaden understanding of information, but increase the reliability and validity of findings.

https://meziesblog.com/the-impact-of-digital-marketing-on-an-ageing-population-an-analysis-of-englands-hospitality-industry/