ONLINE MARKETING COMMUNICATION AS A KEY TOOL TO CAPTURE THE ATTENTION OF GENERATION Z

Abstract

Research background: Currently, online marketing communication represents a modern marketing approach, which is an important means of gaining a competitive advantage. Its field is versatile, suitable for any type of business and for achieving a wide range of goals. Trends in this area are subject to rapid changes and, in addition to the need for knowledge, require continuous optimization of marketing campaigns depending on current customer requirements. Among all consumers generations, it is Generation Z that represents one of the target segments for online marketing communication and that mostly via social media. Purpose of the article: Based on the above mentioned, the main aim of the paper is to analyse the use of online marketing communication in Slovak conditions, and its perception by Generation Z. This includes providing the theoretical background and analysis of the online marketing communication from the viewpoint of Slovak and foreign authors. The important source for secondary data was scientific research, annual companies report, statistical databases, published professional publications. Methods: In order to found out the perception of the online marketing communication from the perspective of Generation Z, a questionnaire survey was conducted. For determination the sample size, the base file representing number of populations from Generation Z was obtained from demographic statistics of the Statistical Office of the Slovak Republic. General scientific methods (i.e., excerption, description, comparative analysis, deduction and induction) were used for data processing, as well as mathematical and statistical methods in the evaluation of data from the survey. Findings & Value added: In order to achieve the main goal of the paper, based on the theoretical background and survey results, research hypotheses were formulated and subsequently verified. Finally, based on the analysis and results of the questionnaire survey, benefits of the application of online marketing communication as a key tool to capture the attention of Generation Z were highlighted.