Changing Technology and Changing Human
The
Internet, which can be considered as the most important invention of the last
century, has become a trigger for many innovations and changes, especially by
increasing the usage area and speed every day since the beginning of the 21st
century. This new revolutionary process, which can be gathered under the
heading of new media and communication technologies and where the Internet is
located at its central point, has started a period that completely changed the whole
system after the transition from traditional to modern methods in the marketing
world. Mobile platforms, which are new media tools that are used primarily in
terms of accessing content, information and news, are in an extremely important
position when evaluated in terms of the convenience and accessibility criteria
created by consumers. With the integration of technology completely into social
life and corporate life, great changes and differences started to emerge. With
the development of new communication technologies, differences between
generations have become more evident. People's use of the opportunities of the
Internet in their communication with each other and the behavior change that
occurred due to the simultaneous communication led to the re-evaluation of all
disciplines affected by communication and communication. The existence of a
situation that has to be evaluated in a very wide perspective has emerged from
people's reading habits to shopping styles or communication with each other to the
interconnectedness with technology.. (
Generations
playing a leading role in strategic marketing decisions of brands have been
categorized in parallel with social, cultural, economic, political and
technological developments in societies throughout the ages. These; Traditional
Generation (1900-1945), Baby Blast Belt (1946-1964), Generation X (1965-1980),
Generation Y (1980-2000), Generation Z (2001-2010) and Alpha Generation (2011
and After). In terms of consumption, there are three generations that direct
our economy. These; X, Y and Z belts. It was born in the year in which
technology is developing rapidly, constituting 20.6% of Turkey's population
Generation X; Generation X is made up of people who can adapt to the
environment, are confident, resourceful, mistrustful of authority,
entrepreneurial and technology-savvy (DeVaney, 2015, p. 15). Individuals of
this generation tend to be less traditional in making efforts to improve
themselves. There is nothing permanent for Generation X. Universal thought and
culture have become the norm. (
Generation Y, which
constitutes 33.2% of our population, is a generation that was born in a rapidly
globalizing world within the technological adventure of color TV, mobile phone,
desktop computer, laptop and the Internet where technological developments are
rapidly experienced. This generation of technology has grown with computers,
the internet and mobile phones. He thinks that it is “high expectative,
risk-taking and high-efficient”. The generation Y, which is growing in a world
different from its own parents and surrounded by modern technologies and
consumer society, is transformative (
Generation
Z born between the years 2001-2010, and in Turkey between 9-18 years of age
constitute 24.5% of the population. Generation Z, also known as the Crystal
Children, since they were born in a completely technological era, this
generation lives in a completely technological life. For this reason, the
children of this generation are called "Generation I", "Internet
Generation", "Next Generation" or "iGen". Another name
is the "Instant Online (Always Online)" generation (
As
a result of the new order introduced by technology and the penetration of the
Internet into all areas of life, institutions operating within the commercial
system have begun to take advantage of the opportunities of this new system in
reaching their target audiences. Today, in the marketing approach, companies
also perform operations such as collecting, storing, processing and
disseminating information about the consumer. Firms calculate the
classification of the customer segments by collecting the collected data in a
database and calculating which customer segment should be addressed with which
marketing strategy. There are advantages in many respects. For this reason,
creating a marketing strategy that meets the demands of the customer and
reaching measurable data within the control and control mechanism at every
stage during the implementation phase of the created marketing strategy, in
terms of Digital Marketing, the integration of new technologies into the
marketing processes has led to a difference and change far beyond the
traditional marketing approach. (