Diferencias generacionales del consumidor y su importancia en el marketing digital.

Abstract

Digital marketing has become the most widely used tool today due to the scope it can have and there are several institutions or self-employed workers that have dedicated themselves to providing services related to this field; However, many times they use empiricism so much that they overlook generational differences, which are decisive for this activity, since people understand technology and interact differently depending on the time in which they were born. This study addresses the problem: How do generational differences between four consumer groups affect digital marketing? And set the goal of defining digital marketing guidelines based on generations to increase online conversion. The research was descriptive and cross-sectional, took the population of the province of El Oro as the object of study, a sample of 373 cases was taken to which a survey of sixteen questions was applied that was processed in the software. IBM SPSS Statistics where through the Cross Tables the association of variables was validated using the Chi Square statistic, presenting as findings a series of differences that exist between people of the Centennials, Millennials, Generation X and Baby Boomers generations, concluding that The content that must be created must meet conditions such as inspiring trust and strengthening security, emphasizing the agility and speed of service and adapting it for cell phones, laptops and desktops, for each generation in which the profiles of potential clients incur.