Examining Generations and Their Impact on Marketing Strategies in the Digital Age
Subject Areas : Islamic Business
1 -
Keywords: Generations, Generation Z, Generation Alpha, Digital Marketing, Technology,
Abstract :
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.
References:
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
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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/
39. Pawar, S. (2024, July 26). Revelations: Generation Alpha & the Fourth Industrial Revolution. Cialfo. https://www.cialfo.co/blog/revelations-generation-alpha-the-fourth-industrial-revolution
40. Romero, A. (2017). Colleges need to prepare for Generation Alpha. CUNY Bernard M Baruch College. Publications and Research, Retrieved June 3, 2021 from https://academicworks.cuny.edu/bb_pubs/172/
41. Rommel Lab. (n.d.). The Generation C Study. Icahn School of Medicine at Mount Sinai. Retrieved from https://labs.icahn.mssm.edu/rommel-lab/generation-c/
42. Selig, A. (2024, September 29). Generation influence: Reaching Gen Z in the new digital paradigm. WP Engine. https://wpengine.co.uk/resources/gen-z-2020-full-report
43. Sharf, S. (2015, August 24). What Is A 'Millennial' Anyway? Meet The Man Who Coined The Phrase. Forbes. Retrieved from https://www.forbes.com/sites/samanthasharf/2015/08/24/what-is-a-millennial-anyway-meet-the-man-who-coined-the-phrase/?sh=46d0dccc4a05
44. Sterbenz, C. (2015, December 6). Here's who comes after Generation Z — and they'll be the most transformative age group ever. Business Insider. Retrieved from https://www.businessinsider.com/generation-alpha-2014-7-2?IR=T
45. The Cusp. (2024, March 14). Targeting tomorrow’s students: Marketing strategies for attracting Generation Alpha to your university. The Cusp. https://the-cusp.com/targeting-tomorrows-students-marketing-strategies-for-attracting-generation-alpha-to-your-university
46. Theko, K. (2018, April 12). Meet Generation Alpha. Flux. Retrieved from https://fluxtrends.com/meet-generation-alpha/
47. Veliz, L. (2022, January 15). How Generation Z got its name. Grunge. https://www.grunge.com/735231/how-generation-z-got-its-name/
48. Westcott, K., Arbanas, J., Arkenberg, C., Auxier, B., Loucks, J., & Downs, K. (2021, October 19). Streaming video on demand, social media, and gaming trends: Digital media trends, 15th edition—Fall pulse survey. Deloitte Insights. Retrieved from https://www2.deloitte.com/us/en/insights/industry/technology/svod-social-media-gaming-trends.html
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51. Balon, R. (2024). An explanation of generations and generational changes. Academic Psychiatry, 48(1),https://doi.org/10.1007/s40596-023-01921-3
52. Twenge, J. M. (2023). Generations: The real differences between Gen Z, Millennials, Gen X, Boomers, and Silents—and what they mean for America’s future. Atria Books. ISBN 9781982181611. https://link.springer.com/article/10.1007/s40596-023-01921-3
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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/
39. Pawar, S. (2024, July 26). Revelations: Generation Alpha & the Fourth Industrial Revolution. Cialfo. https://www.cialfo.co/blog/revelations-generation-alpha-the-fourth-industrial-revolution
40. Romero, A. (2017). Colleges need to prepare for Generation Alpha. CUNY Bernard M Baruch College. Publications and Research, Retrieved June 3, 2021 from https://academicworks.cuny.edu/bb_pubs/172/
41. Rommel Lab. (n.d.). The Generation C Study. Icahn School of Medicine at Mount Sinai. Retrieved from https://labs.icahn.mssm.edu/rommel-lab/generation-c/
42. Selig, A. (2024, September 29). Generation influence: Reaching Gen Z in the new digital paradigm. WP Engine. https://wpengine.co.uk/resources/gen-z-2020-full-report
43. Sharf, S. (2015, August 24). What Is A 'Millennial' Anyway? Meet The Man Who Coined The Phrase. Forbes. Retrieved from https://www.forbes.com/sites/samanthasharf/2015/08/24/what-is-a-millennial-anyway-meet-the-man-who-coined-the-phrase/?sh=46d0dccc4a05
44. Sterbenz, C. (2015, December 6). Here's who comes after Generation Z — and they'll be the most transformative age group ever. Business Insider. Retrieved from https://www.businessinsider.com/generation-alpha-2014-7-2?IR=T
45. The Cusp. (2024, March 14). Targeting tomorrow’s students: Marketing strategies for attracting Generation Alpha to your university. The Cusp. https://the-cusp.com/targeting-tomorrows-students-marketing-strategies-for-attracting-generation-alpha-to-your-university
46. Theko, K. (2018, April 12). Meet Generation Alpha. Flux. Retrieved from https://fluxtrends.com/meet-generation-alpha/
47. Veliz, L. (2022, January 15). How Generation Z got its name. Grunge. https://www.grunge.com/735231/how-generation-z-got-its-name/
48. Westcott, K., Arbanas, J., Arkenberg, C., Auxier, B., Loucks, J., & Downs, K. (2021, October 19). Streaming video on demand, social media, and gaming trends: Digital media trends, 15th edition—Fall pulse survey. Deloitte Insights. Retrieved from https://www2.deloitte.com/us/en/insights/industry/technology/svod-social-media-gaming-trends.html
49. World Economic Forum. Retrieved from https://www.weforum.org/publications/the-future-of-jobs-report-2023
50. Ziatdinov, R., & Cilliers, J. (2021). Generation Alpha: Understanding the Next Cohort of University Students. European Journal of Contemporary Education, 10(3), 783-789. Retrieved from https://arxiv.org/pdf/2202.01422
51. Balon, R. (2024). An explanation of generations and generational changes. Academic Psychiatry, 48(1),https://doi.org/10.1007/s40596-023-01921-3
52. Twenge, J. M. (2023). Generations: The real differences between Gen Z, Millennials, Gen X, Boomers, and Silents—and what they mean for America’s future. Atria Books. ISBN 9781982181611. https://link.springer.com/article/10.1007/s40596-023-01921-3
53. Israfilzadeh, K., & Guliyeva, N. (2023). Cross-Generational Impacts of Digital Remarketing: An Examination of Purchasing Behaviours among Generation Z and Generation Y. Futurity Economics & Law, 3(2), Article 6. https://doi.org/10.57125/FEL.2023.06.25.06
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