WHO IS „GENERATION C“ AND THE WAY BANKS COMMUNICATE WITH IT
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
The progress of digital technologies and inseparable 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-coming group 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.
Authors and Affiliations
Alena Kusá, Igor Piatrov
Keywords
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