January 2016 / Marketing Türkiye – While composing the strategy and planning of the work from digital marketing practice to classical marketing practice, the subject to which we must pay attention the most is customer analysis. On customer analysis configuration it is arguable whether or not it is true. However, we are making a classification: X, Y, Z.
- X generation: 1965 – 1980
- Y generation: 1981 – 2000
- Z generation: 2001 – 2015
Now we cannot claim that this generation notion is same for every country; because we are talking about different beliefs, cultures, political and sociologic influences where communication does not advance in an integrated way, discontinues and none of the events are the same. However, among these generations, Z generation is the one where it is similar to others most and to which we should pay attention the most. Especially in a world where mobile technology increases and borders disappear with technology, the effect of this generation is much higher than expected.
After the Vietnam war had ended, a new project began as especially America centered: to create a new generation to be controlled, X generation. However, the plan was wrong in terms of timing and X generation resulted in failure; because a global world could not have been built yet. That is why a new Y generation had been planned at the end of 70s and in the beginning of 80s. Some development processes on 4 essential subjects were kicked in: communiation, educaiton, technology and globalisation. This program was kept going actively especially until 2001 and was cancelled for later. However, technology continued nourishing and nurturing the Y generation without getting involved with a program or a planning. Moreover, it brought out a new Z generation.
Generally, it is claimed that there are upfront differences between these 3 generations in addition to their similarities. I do not know if you have worked based on the characteristics of these generations. If you have, then please share with me too. It seems like a quite general topic to me and constructing the marketing strategy based on these characteristics by going into details seems quite like science-fiction. However, generation Z is going to be rather different for me. This generation which has no money in its pockets, meaning it has not obtained its economic freedom yet, will soon ransack the marketing rules. The term “global town” was very popular in universities in 2000s; the world is getting smaller and people are getting close to each other. Advances in technology accelerated this imminence in 2015 and in approximately 5 years, this world will start operating its own rules.
I attach more importance to generation Z than other generations; because Z generation will be the one where borders vanish and consumers resemble each other the most, in content of whole citizens in the country. Consequently, from now on, there will be data – which everyone uses – on your marketing strategies in your hands. It was not very easy to predict the future on 1990s; of course this difficulty continues for today, however a more easily predictable world than the past awaits us. The managers who interpret this world the correct way will win; I think the ones who want to stay behind will be dragged back towards X generation.
Generation Z was born with computer; it kept growing especially in internet and a fast information age; however, I believe that generation Z will have more active and more different frame of mind in later times, especially after 2010. The big change in mobile technology will bring out generation Z’s most active populace. A generation Z that plays games as 3-year-old on iPad or on mother’s cellphone, goes to the gallery and check photos, takes one, shoots video, even calls mother’s friends by choosing them on phonebook!
This generation generally knows how to improve itself; it uses online sources for lessons; wants more privacy, consumes quickly, wants to be the manager of its companies; spends more than 3 hours in its 60% of free time outside school on computer. Their attention span is approximately 8 seconds; unlike other generations, they are after becoming leader-manager instead of being a lamb and their visual attentions are very high.
I invite you to examine the infographic about generation Z which was prepared by Marketo. According to this graph the keywords are: less text, more visuals, right to prefer, an interactive lively world, social responsibility, encouraging improvement talents. Maybe not today but very soon this generation will be your most solid customers.