بررسی نسلها و تاثیر آنها بر استراتژیهای بازاریابی در عصر دیجیتال
محورهای موضوعی : کسب و کار اسلامی
1 - گروه کسبوکار، دانشکده بهزیستی و علوم اجتماعی سلامت، دانشگاه علوم پزشکی آزاد اسلامی تهران، تهران، ایران
کلید واژه: نسلها, نسل زد, نسل آلفا, بازاریابی دیجیتال, فناوری,
چکیده مقاله :
هدف: این پژوهش به بررسی نسلها و چالشهای آنها پرداخته تا فرصتها و استراتژیهای مرتبط با هر نسل شناسایی و تحلیل شود. تنوع نسلی امروزه بسیار زیاد است و هنوز شاهد نسلهایی هستیم که نتواستهاند با فناوریهای نوین ارتباط برقرار کنند. در کنار آنها، «نسل زد» قرار دارد که با رفتار دیجیتالمحور و مصرف محتوای تصویری شناخته میشود و پژوهشهای زیادی بر روی آن متمرکز است. همچنین، «نسل آلفا» بهعنوان بزرگترین و متنوعترین نسل تاریخ شناخته میشود که تا سه سال آینده(۲۰۲۸) به سن قانونی خواهند رسید. با ورود این نسل به جامعه، پیشبینی میشود که خواستهها و انتظارات پیچیدهتری از کسبوکارها، تعاملات دیجیتال و سفارشهای شخصیسازیشده داشته باشند. بنابراین، بازاریابان باید استراتژیهای خود را بازنگری کرده و محصولات را با ویژگیهای منحصربهفرد هر نسل تطبیق دهند.
روش: این پژوهش کیفی و مروری تحلیلی است که با استفاده از روش کتابخانهای به بررسی نسلها، ویژگیها، چالشها و فرصتهای آنها پرداخته است.
یافتهها: یافتهها نشان میدهند که برای شناخت نسلها باید علاوهبر رویدادهای مهم، به تأثیر فناوری نیز توجه کرد. فناوریهای نوین تعاملات اجتماعی و سبک زندگی را متحول کرده و باعث تغییر ارزشها شده است. با این حال، فناوری همیشه دلیل تفاوتهای نسلی نیست و عوامل دیگری همچون تمایل به فردگرایی و تاثیرات جهانی نیز در این تغییرات نقش دارند.
نتیجهگیری: این پژوهش، با بررسی نسلها، میتواند به بازاریابان در بهبود استراتژیها کمک کند. بازاریابان میتوانند از روشهایی همچون «استراتژی بازاریابی مجدد»، برای جذب بهتر نسلها استفاده کنند.
Objective: This study examines generational differences and their associated challenges to identify and analyze the opportunities and strategies related to each generation in marketing. There is a high level of generational diversity today, and we still encounter older generations that have struggled to connect with modern technologies. Alongside them, Generation Z is recognized for its digital behavior and consumption of visual content, with a significant amount of research focused on this group. Additionally, Generation Alpha, the largest and most diverse generation in history, is expected to reach legal adulthood within the next four years(2028). With their entrance into society, it is predicted that they will have more complex expectations from businesses, digital interactions, and personalized services. Consequently, marketers need to reassess their strategies and adapt products to the unique characteristics of each generation.
Method: This qualitative, analytical review study uses a library-based approach to explore generations, their characteristics, challenges, and opportunities.
Findings: The findings indicate that understanding generations requires not only focusing on significant events but also considering the impact of technology. Modern technologies have transformed social interactions and lifestyles, leading to changes in values. However, technology is not always the direct cause of generational differences, as other factors such as individualism and global influences also play a role in these changes.
Conclusion: This research, by examining generational differences, can assist marketers in improving their strategies. Marketers can employ methods like "re-marketing strategies" to better engage with different generations.
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