Generation Y Marketing—The Path to Achievement of Successful Marketing Results Among the Young Generation

Abstract

Nowadays, there are discussions about crisis which the entire advertising sector is experiencing due to upcoming new trends in marketing communication in which there are new forms and means of communication constantly arising, whose charm and efficiency has been decreasing due to their mass use. Another problem is the gradual generation change, respectively, emergence of generation Y. Companies that want to reach this group of potential customers by their marketing activities have to find other ways than traditional advertising. Young people are growing up in the digital culture, which is characterized by rapid change of information technology. They are not limited only by the possibilities of their workplace but they are discovering new ones through social networks in the online environment and they are creating communities. These are the main features of the environment in which the generation Y is developing and operating. These all explains why it is now important to talk about generation Y marketing. Based on detailed analysis of the literary sources and results of conducted research the aim of this paper is to develop a model of effective implementation of the generation Y marketing in a company. To solve the problem of unfavourable marketing results among the generation Y there was proposed detailed process for effective use of generation Y marketing in company. The recommendations for successful reaching of young generation by marketing manager of the company were described. Areas of potential problems on which marketing managers must focus to achieve effective marketing communication of their company were pointed out.