WHO IS „GENERATION C“ AND THE WAY BANKS COMMUNICATE WITH IT
WHO IS „GENERATION C“ AND THE WAY BANKS
COMMUNICATE WITH IT
Author(s): Igor Piatrov, Alena KusáSubject(s): Social Sciences, Psychology, Media studies, Communication studies, Sociology, Theory of Communication, Management and complex organizations, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: banks; digital consumer; digital technologies; generation C; marketing communication;
Summary/Abstract: The progress of digital technologies and in separable growth of digital life style of the population have provided the platform for a new segment of consumers who are defined not by the year of birth but merely by their approach to digital technologies and the Internet. Thus, from all generation cohorts we have recognised until these days, a certain type of cross-section generation is being formed. Members of this generation are characterised by identical psychographic behaviour – they are constantly online. The Internet and digital technologies are part and parcel of their everyday life. They both receive and forward information instantly. As far as marketing is concerned, this up-cominggroup of consumers presents a highly attractive and easily targeted segment. Due to the fact that the online space offers enormous amount of information, marketing is facing an important challenge, which is to find the most effective way of targeting and addressing the segment within the environment bursting with information.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 231-243
- Page Count: 13
- Language: English
