MARKETING COMMUNICATION AND GENERATION Z IN THE CONTEXT OF BUSINESS MANAGEMENT
MARKETING COMMUNICATION AND GENERATION Z IN THE CONTEXT OF BUSINESS MANAGEMENT

Summary/Abstract: Marketing communication plays an important role in business strategies and therefore must be managed with due care. This need is even more important in connection with the development of digital technologies which affect both the economic environment and client segments. Therefore, the aim of the presented paper is to analyze selected marketing communication tools and look into the impact they have on a specific target group in order to be able to give innovative recommendations for optimization of company’s marketing strategies. So-called Generation Z, which uses digital technologies through multiple screens, has been used as the study material. The method applied in processing the project is marketing research. The conclusions confirm the hypothesis that Generation Z is resistant to marketing communication which is spread by classic media; this has been confirmed by 65% of respondents. On the other hand, 56% of respondents perceived marketing communication as positive if it was spread through social media. It is also important for the recipients to note that the overall communication should be based on the 3I model (Intelligent Individual Information). Consequently, the advice to company managements is to apply such marketing approaches that combine digital media and digital environment by the aforementioned 3I components which will allow them to effectively manage their sales strategies.

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