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Abstract
The paper examines the constructs of digital marketing strategies on two aspects. Exploring the numerous digital marketing strategies related to Generation Z through a comprehensive desk review and archival research and confirming the explored factors to create a valid and measurable instrument.It is important to quantify and develop a scale to measure the effectiveness of digital marketing strategies on Generation Z. The first section of the study is exploratory factor analysis (EFA), establishing the effectiveness of digital marketing strategies on Generation Z. The second section deals with Confirmatory Factor Analysis (CFA), confirming the factors coined through exploratory factor analysis. The dimensions identified in the research can help marketers create exclusive digital marketing strategies to target Generation Z.
Keywords: Generation Z, Digital Marketing Strategies Personalized Marketing, Content Marketing, Push Notification, Social Media Marketing
Digital marketing refers to the method of advertising and promoting products and services through internet means (Alexander, 2019). It helps in marketing one's product or services and connects with the target audience, which may not be possible with traditional marketing. Promoting, advertising and automation have majorly influenced the growth of digital marketing, and it is important for businesses to include digital marketing in business in accordance with the present trends pertaining to the growing technology. Digital marketing plays a significant role in the development of the country by improving the country's economy and gaining worldwide recognition for the businesses (Zhi-Wang, 2018). Based on the statistics given by (Kemp, 2019) it was found that there are 7.6 billion population in the world among which 57% of the population, which is approximately 4.3 billion users rely upon the internet which gives the business a huge audience to digitally market the products and services. It is also evident in the statistics that 3.4 billion users, around 45% of the population are active on social media. This enhances the growth of marketers as social media platforms are an extremely effective way to market online. Thus it is significant to go digital among the masses, resulting in the growth of the businesses. Hutchinson (2019) states that 55% of the marketers feel content marketing boosts up the sales of the business as content generates traffic to the business. 28.2% of marketers worldwide feel that revenue increases majorly...