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Marketing-Communication_-External-Analysis

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11 views

Marketing-Communication_-External-Analysis

Uploaded by

yasuowibu21
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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External Analysis: Cyberbullying in the USA

Cyberbullying remains a significant concern in the United States, affecting various demographic groups. A
comprehensive external analysis involves examining market segmentation, targeting, and positioning to effectively
address this issue.

1. Market Segmentation

Demographic Segmentation:
● Age: Adolescents aged 13-17 are particularly vulnerable to cyberbullying. A 2021 study found that
approximately 46% of students in this age group reported experiencing cyberbullying in their lifetimes.
(Cyberbullying Victimization - 2021) 
● Gender: Gender Differences in Cyberbullying Victimization and Perpetration
- Victimization: Female students face cyberbullying more frequently than males, with recent data
showing that 60% of females versus 49.5% of males report experiencing cyberbullying. (statista.com)
- Perpetration: Male students are slightly more likely to engage in cyberbullying, with 5.6% of boys and
4.5% of girls admitting to cyberbullying others. (cyberbullying.org)

● Race/Ethnicity: Black and Hispanic teens perceive online harassment as a major problem more than their
White counterparts. Approximately 70% of Black teens and 62% of Hispanic teens view online harassment and
bullying as major issues, compared to 46% of White teens. 
(https://www.pewresearch.org/internet/2022/12/15/teens-and-cyberbullying-2022/)

Psychographic Segmentation:
● Online Behavior: 
- Increased Risk with Frequent Social Media Use: Adolescents who are more active on social media
platforms face a higher risk of experiencing cyberbullying. A 2022 Pew Research Center study found
that 46% of U.S. teens have been bullied or harassed online, with those using social media more
frequently reporting higher instances of such experiences.
(https://www.pewresearch.org/internet/2022/12/15/teens-and-cyberbullying-2022/)
- Correlation Between Screen Time and Mental Health: Teens spending more than five hours daily on
social media are more likely to report poor mental health outcomes, including increased feelings of
sadness or hopelessness. This correlation underscores the importance of monitoring online behavior to
mitigate cyberbullying risks.

● Awareness and Engagement: Individuals with higher awareness of cyberbullying are more likely to engage in
preventive measures. Educational interventions have been shown to increase awareness and reduce the
incidence of cyberbullying. 

2. Targeting
● Primary Target Audience: Teenagers aged 13-17, as they are the most affected demographic. Efforts should
focus on educating them about the risks and prevention strategies related to cyberbullying.
● Secondary Target Audience: Parents, educators, and policymakers play crucial roles in prevention and
intervention. Providing them with resources and training can empower them to support victims and
implement effective policies.

3. Positioning
● Message Positioning: The campaign’s message should emphasize the urgency of creating a safe, respectful
online environment. A tagline like “Stand Up Against Cyberbullying” reinforces this focus. Through personal
stories and expert quotes, the campaign can highlight the real-life emotional and social impacts of
cyberbullying, urging teens and adults alike to take action.
● Brand Positioning: Position the campaign as a trusted resource by partnering with reputable organizations, like
the Cyberbullying Research Center. By collaborating with social media platforms and influencers, the campaign
can connect with teens in a relatable way, encouraging responsible online behavior. Using a consistent visual
identity will make the campaign recognizable and credible across channels.

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