Differentiation of digital marketing channel usage among generations X, Y, and Z

Abstract

Marketing has undergone a significant transformation and must adapt to every age. In a digitalized world, the digitalization of marketing has become inevitable. Digital Marketing has become increasingly important for companies. This study focuses on determining whether Digital Marketing channels create a significant difference between age groups so that marketers can choose appropriate digital marketing channels for targets. For this purpose, four hypotheses developed were tested with quantitative analysis methods using data obtained from 118 volunteer participants. According to the results of the χ2 test, it was concluded that social media usage, perspective/approach to social media advertisements and e-commerce usage behaviours exhibited a significant difference in age groups. It was determined that the effects of other digital marketing channels did not differ according to age generation. In this way, a company that conducts digital marketing activities will achieve maximum efficiency by knowing which digital marketing channel will be more successful according to the target audience it has chosen from the age generations.