PRIMA: Practices and Research in Marketing

Abstract

Digital marketing can be defined as the method in which products and services are promoted through digital distribution channels. As more and more customers are using digital media companies are resorting to digital marketing as a source to reach target market segments Digital strategies have blossomed due to their targeting optimization, cost-effectiveness, measurability, and huge growth in relevance.

Generation Y comprises of people born between 1980 and1995. The Gen Y is the first generation that has grown up with the Internet and mobile phones. They are far more technology savvy than previous generations, have access and the skills to use networked digital technologies. So marketers have to resort to digital marketing and other modern marketing channels to reach out to this generation.

The Indian PC market is expected to register a double digit growth in 2013 signifying huge demand for laptops as India’s “Generation Y” is using new networking models and social media platforms such as Facebook, Twitter, instant messaging (IM) and chat. While numerous studies have been done on preferences of Gen Y, there have been very few studies done on the marketing channels preferred by Gen Y while buying a laptop.

Research Methodology: A qualitative survey was done on a sample size of 366 respondents falling in the age group of 18 years to 35 years (characterized as Gen Y), to identify different types of digital and modern marketing channels which have an influence on the generation Y and are preferred by them with specific reference to the purchase of laptops.

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