Preliminary communication
https://doi.org/10.46917/st.14.1.2
Direct marketing communication through the lens of the Y and the Z generation subcultures
Ivana Bekić
orcid.org/0000-0002-1847-6897
; VERN University, Zagreb, Croatia
Jadranka Ivanković
orcid.org/0000-0001-7478-2824
; VERN University, Zagreb, Croatia
Manja Žutić
; VERN University, Zagreb, Croatia
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.
Keywords: direct marketing communication, direct marketing, digital
marketing, subculture, Y and Z generation
Keywords
direct marketing communication; direct marketing; digital marketing; subculture; Y and Z generation
Hrčak ID:
312113
URI
Publication date:
22.12.2023.
Visits: 299 *