بررسی نسلها و تاثیر آنها بر استراتژیهای بازاریابی در عصر دیجیتال
الموضوعات : Islamic Business
1 - گروه کسبوکار، دانشکده بهزیستی و علوم اجتماعی سلامت، دانشگاه علوم پزشکی آزاد اسلامی تهران، تهران، ایران
الکلمات المفتاحية: نسلها, نسل زد, نسل آلفا, بازاریابی دیجیتال, فناوری,
ملخص المقالة :
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.
المصادر:
1. ابویسانی، ارسلان (1397)، بررسی مفهوم سینگولاریتی در فلسفه تکنولوژی، وبلاگ گروه فلسفه علم دانشگاه صنعتی شریف، 23 خرداد 1397. ر.ک:
https://sharifphilsci.blog.ir
2. دیجیکالا. (1402). گزارش سال 1402 دیجیکالا منتشر شد. ر.ک:
https://about.digikala.com/newsroom
3. تیم استراتژی و سرمایهگذاری دیجیکالا. (1403). مهمترین نکات مرتبط با نسل زد. دیجیکالا.
https://dspace.dkservices.ir/s/cs2GecG9SXA7qNP
4. جلالی، علی اکبر (1402)، متاورس چیست و آینده دانشگاهها در این فضا چگونه خواهد شد؟، کارآفرینی پرس، 12 مرداد 1402، ر.ک:
https://karafarinipress.ir/news/19087
5. نژادیان، محمدعلی (1402)، موفقیتشناسی اقتصادی در راستای حمایت از تولید داخلی، چاپ اول، تهران: موفقیتشناسی.
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1. ابویسانی، ارسلان (1397)، بررسی مفهوم سینگولاریتی در فلسفه تکنولوژی، وبلاگ گروه فلسفه علم دانشگاه صنعتی شریف، 23 خرداد 1397. ر.ک:
https://sharifphilsci.blog.ir
2. دیجیکالا. (1402). گزارش سال 1402 دیجیکالا منتشر شد. ر.ک:
https://about.digikala.com/newsroom
3. تیم استراتژی و سرمایهگذاری دیجیکالا. (1403). مهمترین نکات مرتبط با نسل زد. دیجیکالا.
https://dspace.dkservices.ir/s/cs2GecG9SXA7qNP
4. جلالی، علی اکبر (1402)، متاورس چیست و آینده دانشگاهها در این فضا چگونه خواهد شد؟، کارآفرینی پرس، 12 مرداد 1402، ر.ک:
https://karafarinipress.ir/news/19087
5. نژادیان، محمدعلی (1402)، موفقیتشناسی اقتصادی در راستای حمایت از تولید داخلی، چاپ اول، تهران: موفقیتشناسی.
منابع لاتین
1. American Marketing Association. (2024, November 4). Top 7 university & college marketing tactics. https://www.ama.org/marketing-news/higher-education-marketing-ideas/
2. AMPERAGE Marketing & Fundraising. (2024, March 14). Cracking the code: Engaging Gen Z and Alpha in education marketing. AMPERAGE Marketing & Fundraising. https://www.amperagemarketing.com/2024/08/cracking-the-code-engaging-gen-z-and-alpha-in-education-marketing
3. Annie E. Casey Foundation. (2024, January 19). What is Generation Alpha? Retrieved from https://www.aecf.org/blog/what-is-generation-alpha
4. Apaydin, Ç ., & Kaya, F. (2020). An analysis of the preschool teachers’ views on alpha generation. European Journal of Education Studies, 6 (11), pp. 124-141.
5. Belcher, S. (2020, November 18). Here's what the "Z" in "Gen Z" actually stands for. Distractify. https://www.distractify.com/p/what-does-the-z-in-gen-z-stand-for
6. Britannica. (n.d.-a). Generation X. Encyclopædia Britannica. Retrieved November 13, 2024, from https://www.britannica.com/topic/Generation-X
7. Britannica. (n.d.-b). Millennial. Encyclopædia Britannica. Retrieved November 13, 2024, from https://www.britannica.com/topic/millennial
8. Britannica. (n.d.-c). Generation Z. Encyclopædia Britannica. Retrieved November 13, 2024, from https://www.britannica.com/topic/Generation-Z
9. Britannica. (n.d.-d). Generation Alpha. Encyclopædia Britannica. Retrieved November 13, 2024, from https://www.britannica.com/topic/Generation-Alpha
10. Britannica. (n.d.-e). Baby boomer. Encyclopædia Britannica. Retrieved November 13, 2024, from https://www.britannica.com/topic/baby-boomers
11. Britannica. (n.d.-f). Silent Generation. Encyclopædia Britannica. Retrieved November 15, 2024, from https://www.britannica.com/topic/Silent-Generation
12. Britannica. (n.d.-g). Greatest Generation. Encyclopædia Britannica. Retrieved November 15, 2024, from https://www.britannica.com/topic/Greatest-Generation
13. Britannica. (n.d.-h). Lost Generation. Encyclopaedia Britannica. Retrieved November 15, 2024, from https://www.britannica.com/topic/Lost-Generation
14. de Heer, F. (2020). Exploring the understanding of university brand equity: Perspectives of public relations and marketing directors. IOSR Journal of Business and Management, 22(7), 49-57. https://www.iosrjournals.org/iosr-jbm/papers/Vol22-issue7/Series-3/G2207034957.pdf
15. De Witte, M. (2022, January 3). Gen Z are not ‘coddled.’ They are highly collaborative, self-reliant and pragmatic, according to new Stanford-affiliated research. Stanford News. Interview with Roberta Katz. https://news.stanford.edu/stories/2022/01/know-gen-z
16. Dimock, M. (2023, May 22). 5 things to keep in mind when you hear about Gen Z, Millennials, Boomers and other generations. Pew Research Center. https://www.pewresearch.org/short-reads/2023/05/22/5-things-to-keep-in-mind-when-you-hear-about-gen-z-millennials-boomers-and-other-generations/
17. Dorsey, J. (2020, May 6). Generation ‘C’? Predictions about the pandemic’s impact on Gen Z and the next generation. USA TODAY. Retrieved from https://genhq.com/generation-c-predictions-about-the-pandemics-impact-on-gen-z-and-the-next-generation
18. Gayle, G.-L., Odio-Zuniga, M., & Ramakrishnan, P. (2021, October 18). Work, leisure, and family: From the Silent Generation to Millennials. Federal Reserve Bank of St. Louis. https://www.stlouisfed.org/publications/review/2021/10/18/work-leisure-and-family-from-the-silent-generation-to-millennials
19. Generation Check. (n.d.). Generation Alpha (2013-present). Generation Check. Retrieved from https://generationcheck.com/generations/generation-alpha
20. Generational Kinetics. (n.d.). An intro to generations. The Generations Hub. Retrieved November 11, 2024, from https://genhq.com/the-generations-hub/generational-faqs/
21. Hosid, C. (2021, January 21). Generation Alpha: Designing for the next generation of learners. Corgan. https://www.corgan.com/news-insights/2021/generation-alpha-designing-for-the-next-generation-of-learners
22. Ivy J., (2008). A new higher education marketing mix: the 7Ps for MBA marketing”. International Journal of Educational Management, 22(4), 288‐299.
23. Kjaer, A. L. (2014). The Trend Management Toolkit: A practical guide to the future. Palgrave Macmillan.https://www.academia-superior.at/wp-content/uploads/2018/03/Trend-Management-Toolkit.pdf
24. Longley, R. (2024, August 23). The lost generation and the writers who described their world. ThoughtCo. https://www.thoughtco.com/the-lost-generation-4159302
25. Luftman, D. (n.d.). Generation C: The emerging demographic in estate planning. Trust & Will. Retrieved from https://trustandwill.com/learn/generation-c
26. Luftman, D. (n.d.). Generation C: The emerging demographic in estate planning. Trust & Will. Retrieved from https://trustandwill.com/learn/generation-c
27. Marinacci, D. (2023, October 30). What higher ed marketers need to know about Gen Alpha. Ologie. Retrieved from https://ologie.com/full-circle/2023/10/what-higher-ed-marketers-need-to-know-about-gen-alpha/
28. Maxham, E. (2022, January 14). How Generation Alpha got its name. Grunge. Retrieved from https://www.grunge.com/734208/how-generation-alpha-got-its-name
29. McCrindle, M. (2015, September 19). Meet Alpha: The Next ‘Next Generation’. The New York Times. https://www.nytimes.com/2015/09/19/fashion/meet-alpha-the-next-next-generation.html?_r=1
30. McCrindle, M. (n.d.-a). Why we named them Gen Alpha. McCrindle. https://mccrindle.com.au/article/topic/generation-alpha/why-we-named-them-gen-alpha/
31. McCrindle, M. (n.d.-b). Generation Z & Gen Alpha Infographic Update. McCrindle Research. Retrieved from https://mccrindle.com.au/article/topic/generation-z/gen-z-and-gen-alpha-infographic-update/
32. McCrindle, M. (n.d.-c). Generation Alpha: Mark McCrindle Q & A with the New York Times. McCrindle. Retrieved from https://mccrindle.com.au/article/topic/generation-alpha/generation-alpha-mark-mccrindle-q-a-with-the-new-york-times/
33. McCrindle, M., & Fell. A. (2020). Understanding Generation Alpha. McCrindle Research. Retrieved June 3, 2021 from.
34. Merriam-Webster. (2021, October). Words we're watching: 'Zoomer'. Merriam-Webster. https://www.merriam-webster.com/wordplay/words-were-watching-zoomer-gen-z
35. Merriam-Webster. Words we're watching: 'Zoomer'. Merriam-Webster. https://www.merriam-webster.com/wordplay/words-were-watching-zoomer-gen-z
36. Nagy, Á. & Kölcsey, A. (2017). Generation Alpha: Marketing or Science. Acta Educationis Generalis, 7(1) 107-115.
37. Nellis, J. (2017). What does the future hold for Generation Alpha? Retrieved from https://www.cranfield.ac.uk/som/thought-leadership-list/what-does-the-future-hold-for-generation-alpha
38. Parker, K., & Igielnik, R. (2019, January 17). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
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