FEATURES OF FORMING MARKETING COMMUNICATIONS WITH GENERATION Z

Анотація

The article examines the peculiarities of building marketing strategies for Generation Z in the conditions of digitalization. The main prerequisites for the transformation of society structure as a result of demographic processes are revealed. The relationship between the intensity of the introduction of innovations and the ability of new generations to quickly adapt to advanced technologies has been established. Two generations existence of younger age groups consumers, Generation Z and alpha, which in the future will occupy leading positions among consumers of the main groups of goods and services, has been determined. The main prerequisites for the transition of Generation Z certain part representatives to the working age and the formation of a solvent demand for brand products due to obtaining a sufficient level of income have been revealed. Features of interaction between companies and representatives of Generation Z, which are used to build effective marketing strategies in the digital environment, are presented. The expediency of using a personalized approach to each of this generation representatives has been determined, which contributes to the formation of a positive attitude towards the brand and provides an opportunity to establish interaction in the long term. The importance of using relevant content to form effective communications with representatives of Generation Z has been proven, primarily photo and video content. It has been established that the primary social media for engaging with Generation Z are TikTok and Instagram, as well as YouTube. The feasibility of using a digital marketing tools system to reach the maximum possible number of potential users of younger age groups has been proven. The need for constant cooperation with representatives of Generations Z and alpha is substantiated, which opens up significant prospects for brands in future periods of time due to the formation of loyalty among the consumers’ specified group. It has been established that the reorientation to the digital environment and the introduction of innovative technologies have led to the emergence of virtual influencers, who are very popular among representatives of Generation Z.

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