Comparing the 3 user groups
Several overlapping themes emerge that can be useful for marketing Yelp's home services. Firstly, all three demographics prioritize mobile-friendly content and personalized experiences. Short-form video content is effective for capturing their attention, and leveraging influencer partnerships and user-generated content enhances credibility. Social media plays a significant role in influencing purchasing decisions across the board, particularly platforms like TikTok and Instagram. Additionally, values such as authenticity, community support, and environmental consciousness resonate with all three demographics. Focusing solely on Gen Z presents opportunities for emphasizing trends like maximalism and dial-up design, along with highlighting brand values like diversity and environmental consciousness. By tailoring marketing efforts to align with the preferences and values of Gen Z, Yelp can effectively engage this demographic and drive interest in its home services.