Marketing communications in a post-modern world

Abstract

Purpose – The purpose of this paper is to present and discuss information accessibility in today’s world alongside the accompanying demise of corporate invisibility. This is an ever-present communications reality for businesses and consumers in the twenty-first century. Design/methodology/approach – This paper reviews the relevant extant literature relating to economic, social and technological developments and their impact on the post-modern world of marketing communications. It discusses the rip tides of change that impact on that world. Discussion focuses on the changing global environment as a backdrop to observing new trends in the marketplace underpinned by an information explosion. Consumer typologies and their significance are considered generationally in terms of X, Y and Z and explored in the context of postmodernism. Findings – The pace of change in marketplaces and market-spaces everywhere is continuous and accelerating. Inexorably – and perhaps inevitably – marketing communications are changing shape, metamorphosing into new configurations and forms as a result of underlying technological changes and in the face of ongoing recessionary influences. For the first time in history, people are exerting more influence and control over marketing processes. Medias are moving in tandem with the technological drivers, implying that managers, brands and companies should all be proactive in taking advantage of the changing times. Practical implications – Different communications are needed for different markets, but always based on a sound understanding of the dynamics of the markets they address. Not only is an understanding of the needs and wants of different generations important, but also the different economic, social and cultural settings in which consumption takes place. Social implications – Constant technological change is here to stay and has consequences for the ways companies design and implement marketing communications. Originality/value – This paper is original in its assessment of the problems of creating effective marketing communication and in highlighting the issues facing companies in today’s post-modern world. Using generational types presents an interesting way of examining and addressing different markets with different needs.

Guest editorial

“…Hence, macro-style marketing or mass marketing is moving over in a similar manner to Neanderthals losing ground to the sharper, faster and more intelligent Homo sapiens. Micro-marketing -the marketing to niches, segments or unitary markets seems the way forward (Kitchen and Proctor, 2015).…”

Z Kuşağı Tüketicilerin Satın Alma Karar Tarzlarının İncelenmesi

“…Bu nedenle marka ve firmalar, bir pazarlama planı geliştirirken yaş gruplarını mutlaka dikkate alırlar (Tekvar, 2016 1965-1979 arasında doğanlar X kuşağı, 1980-1998 arasında doğanlar Y kuşağı ve 1995-2009 arasında dünyaya gelenler ise Z kuşağı olarak isimlendirilmektedirler (Goh ve Lee, 2018). Başka bir çalışmada ise 1995-2012 yılı arasında doğanlar Z kuşağı olarak ifade edilmektedir (Kitchen ve Proctor, 2015). Benzer şekilde Tablo 1'de de görüldüğü gibi 2000 ve sonrasında doğanları Z kuşağı olarak tanımlayan çalışmalar da bulunmaktadır.…”

Strategi Promosi E-Journal untuk Generasi Z di Perpustakaan Universitas Padjadjaran

“…Penelitian ini dilakukan kepada generasi Z karena pengguna perpustakaan masa sekarang adalah generasi Z. Generasi Z adalah kelompok individu yang lahir dengan rentang tahun antara 1995 sampai 2010 (Oblinger & Oblinger, 2005). Generasi Z juga dapat didefinisikan sebagai orang yang lahir antara tahun 1995 sampai tahun 2012, dan tumbuh di era teknologi informasi, memiliki kekuatan dalam mempengaruhi perputaran ekonomi dunia, pengguna situs jejaring sosial yang paling kritis serta aktif terlibat dalam pertukaran informasi dan percakapan online (Kitchen & Proctor, 2015); aktif dalam interaksi sosial didunia maya melalui jejaring sosial dan lebih menyukai petunjuk visual dibandingkan dengan teks (Palfrey & Gasser, 2008). Secara umum, generasi Z memiliki ciri-ciri karakteristik seperti kemampuan digital yang lebih baik, ingin selalu terhubung dengan dunia melalui internet, berpikiran terbuka, menyukai kampanye kreatif yang kekinian, menghendaki perubahan sosial, sanggup berkompromi dan bekerja tim, familiar, dan intens dengan teknologi informasi.…”