DIGITAL MARKETING STRATEGIES AND TOOLS WHEN INTERACTING WITH GEN Z
The article discusses the concept of Generation Z and its main characteristics. The features of Generation Z thinking that affect the effectiveness of marketing communications are considered. The main channels of digital marketing, the advantages of its use and trends are identified and considered. The main digital marketing strategies and basic techniques for creating effective creativity when working with Generation Z are identified.
Authors
- Angelina Aleksandrovna Kazantseva
- Elena Vechkinzova (ORCID: https://orcid.org/0000-0003-2543-625X)
- Olga A. Muravyova
Publication Details
- Journal
- EKONOMIKA I UPRAVLENIE PROBLEMY RESHENIYA
- Published
- 2025-01-01
- DOI
- https://doi.org/10.36871/ek.up.p.r.2025.03.15.015
- Primary Topic
- Generational Differences and Trends
- Type
- article
- Field-Weighted Citation Impact
- 0.00