Direktna marketinška komunikacija promatrana kroz prizmu supkultura generacije Y i Z
Direct marketing communication through the lens of the Y and the Z generation subcultures

Summary/Abstract: Making the right decisions about marketing communication is an important factor in market success. In order to gain and retain consumers, companies invest significant efforts in understanding their needs and desires and in creating personalized offers and communication methods. Direct marketing communication has the following characteristics: immediacy, adaptability, personalized approach, interactivity and measurability. The development of digital channels leads to an expanded application of direct marketing communication, which is why today it includes direct and digital marketing. Determinants of the subculture are briefly presented, which are observed through generational affiliation using the example of the Y and Z generations. A quantitative survey was conducted on a sample of 200 respondents with the purpose of gaining insight into the attitudes of members of the Y and Z generations towards the selected tools of direct marketing communication. The paper presents and interprets the results of the similarities and differences in the respondents’ attitudes, also, the limitations of the research as well as recommendations for future research.

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