{"id":2625,"date":"2022-07-16T14:19:19","date_gmt":"2022-07-16T12:19:19","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=2625"},"modified":"2023-03-07T12:12:17","modified_gmt":"2023-03-07T11:12:17","slug":"generace-xyz-reklama","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/generace-xyz-reklama\/","title":{"rendered":"Generace XYZ: 8 tip\u016f jak je efektivn\u011b oslovit v\u00a0r\u00e1mci marketingov\u00e9 komunikace"},"content":{"rendered":"\n<p>S&nbsp;pojmy <strong>generace XYZ<\/strong>&nbsp;jste se jist\u011b setkali, v\u00edte v\u0161ak co skute\u010dn\u011b znamenaj\u00ed? Dnes se na n\u011b spole\u010dn\u011b pod\u00edv\u00e1me bl\u00ed\u017ee, a to zejm\u00e9na z&nbsp;pohledu <a href=\"https:\/\/www.cernovsky.cz\/marketing\/marketingovy-mix-4p\/\">marketingu a reklamy<\/a>.<\/p>\n\n\n\n<p>Generace XYZ&nbsp;p\u0159edstavuj\u00ed t\u0159i, v&nbsp;sou\u010dasn\u00e9 dob\u011b pracuj\u00edc\u00ed a <strong>ekonomicky nejaktivn\u011bj\u0161\u00ed generace<\/strong>, kter\u00e9 se li\u0161\u00ed sv\u00fdmi specifiky. Ka\u017ed\u00e1 z&nbsp;generac\u00ed je siln\u011b ovlivn\u011bna dobou, ve kter\u00e9 vyr\u016fstala a \u017eila. Ka\u017edou generaci obklopovalo odli\u0161n\u00e9 <strong>soci\u00e1ln\u00ed<\/strong>, <strong>ekonomick\u00e9<\/strong>, <strong>politicko-pr\u00e1vn\u00ed<\/strong>, <strong>kulturn\u00ed<\/strong> a <strong>technologick\u00e9 prost\u0159ed\u00ed<\/strong> a byla ovlivn\u011bna jin\u00fdmi dobov\u00fdmi ud\u00e1lostmi. To se samoz\u0159ejm\u011b odrazilo na vzorc\u00edch chov\u00e1n\u00ed, my\u0161len\u00ed a preferenc\u00edch jednotliv\u00fdch generac\u00ed. Pokud chceme efektivn\u011b marketingov\u011b komunikovat, je dobr\u00e9 sezn\u00e1mit se se specifiky ka\u017ed\u00e9 z&nbsp;generac\u00ed a odhalit, <strong>co na ni plat\u00ed<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/5d1PuJ05eyuiDHVItWE9tGC1BVtJQL7xFu_PFvZpCGDxeQo14JoBJrzhcFp2a1V5Of8AlEgfYz5LRLhpJnNNB7bRYH0M0S7ZJpaOG9ig27YfJimCbzwARysxHxBW-gCHaM5mpL4b\" alt=\"Ka\u017ed\u00e1 z generace XYZ vyr\u016fstala v jin\u00fdch podm\u00ednk\u00e1ch, za\u017eila jinou v\u00fdchovu a tak\u00e9 m\u011bla jin\u00e9 \u017eivotn\u00ed standardy d\u00edky odli\u0161n\u00e9 politick\u00e9 a ekonomick\u00e9 situaci. Pokud na takovou c\u00edlovou skupinu chceme efektivn\u011b inzerovat reklamu, je t\u0159eba zn\u00e1t ve\u0161ker\u00e9 tyto jej\u00ed charakteristiky. \"\/><figcaption class=\"wp-element-caption\">Generace XYZ jsou odli\u0161n\u00e9 v hodn\u011b aspektech, v dobr\u00e9 komunikaci je dobr\u00e9 reflektovat tyto apekty<\/figcaption><\/figure>\n\n\n\n<p>Zdroj: <a href=\"http:\/\/fourhooks.com\/marketing\/the-generation-guide-millennials-gen-x-y-z-and-baby-boomers-art5910718593\/\" target=\"_blank\" rel=\"noopener\">The Generation Guide &#8211; Millennials, Gen X, Y, Z and Baby Boomers | FourHooks<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Generace XYZ prvn\u00ed \u010d\u00e1st: G<strong>enerace X<\/strong><\/h2>\n\n\n\n<p>Jedn\u00e1 se o generaci narozenou mezi lety 1961 a 1980, za\u017eila konec <strong>komunismu<\/strong> a <strong>studenou v\u00e1lku<\/strong>. Mnoho z\u00e1stupc\u016f t\u00e9to generace tr\u00e1vilo spoustu voln\u00e9ho \u010dasu venku, v&nbsp;prost\u0159ed\u00ed ulice a po \u0161kole se vraceli do pr\u00e1zdn\u00fdch domov\u016f, proto\u017ee oba z&nbsp;rodi\u010d\u016f byli pln\u011b zam\u011bstn\u00e1ni svou prac\u00ed. Velk\u00e1 \u010d\u00e1st poch\u00e1z\u00ed z&nbsp;rozveden\u00fdch nebo ne\u00fapln\u00fdch rodin. <strong>Generace X vyr\u016fstala bez modern\u00edch technologi\u00ed<\/strong>, mnoho z&nbsp;nich p\u0159i\u0161lo do kontaktu s&nbsp;po\u010d\u00edta\u010di a\u017e na vysok\u00e9 \u0161kole nebo v&nbsp;zam\u011bstn\u00e1n\u00ed. P\u0159edstavuj\u00ed zlom mezi dv\u011bma dominantn\u00edmi generacemi. Na jednu stranu \u010dtou noviny, sleduj\u00ed televizi, na druhou tr\u00e1v\u00ed mnoho \u010dasu na <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">Facebooku<\/a>.&nbsp;<\/p>\n\n\n\n<p>Typick\u00fd z\u00e1stupce generace X m\u00e1 rodinu, vychov\u00e1v\u00e1 d\u011bti, spl\u00e1c\u00ed hypot\u00e9ku, star\u00e1 se o sv\u00e9 st\u00e1rnouc\u00ed rodi\u010de a jsou na n\u011bj kladeny vysok\u00e9 pracovn\u00ed a finan\u010dn\u00ed n\u00e1roky. M\u00e1 podnikatelsk\u00e9ho ducha, ale je individualista, r\u00e1d d\u011bl\u00e1 v\u011bci po sv\u00e9m a preferuje p\u0159\u00e1telsk\u00e9 pracovn\u00ed prost\u0159ed\u00ed. Je nez\u00e1visl\u00fd, vynal\u00e9zav\u00fd a m\u00e1 tv\u016fr\u010d\u00ed p\u0159\u00edstup k&nbsp;pr\u00e1ci.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/VsOZG9XAI3blXVNBskwnV2moqKqDeFJykyNI88XlSVp0esBYzw5n1sluyH7ZcoRSmFjKjIDHpW36P53Bon-Jm9cAL0YgVfDc2hmJuFyyc51GxphJq9iSEo2XAvI_uS_WbgRzUEnK\" alt=\"Z generace XYZ za\u010dneme generac\u00ed X. TO je generace, kter\u00e1 se narodila mezi roky 1961-1980. Za\u017eila nap\u0159. komunismus a studenou v\u00e1lku. Je to generace, kter\u00e1 m\u00e1 charakteristiku zvanou kari\u00e9risti. Jsou to lid\u00e9, kte\u0159\u00ed buduj\u00ed svou kari\u00e9ru tvrdou prac\u00ed, kter\u00e1 jim m\u00e1 zabezpe\u010dit hezk\u00fd a klidn\u00fd \u017eivot. Dost \u010dasto jsou ochotni trp\u011bt a ned\u00e1vat to najevo, aby dos\u00e1hli pracovn\u00edho v\u00fdsledku a z\u00edskali uzn\u00e1n\u00ed.\"\/><figcaption class=\"wp-element-caption\">Generace X je prvn\u00ed z generace XYZ, vynik\u00e1 pracovitost\u00ed a chut\u00ed j\u00edt p\u0159es bolest, aby z\u00edskala uzn\u00e1n\u00ed<\/figcaption><\/figure>\n\n\n\n<p>Zdroj: Photo by&nbsp;<a href=\"https:\/\/unsplash.com\/@maguay?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\" target=\"_blank\" rel=\"noopener\">Matthew Guay<\/a>&nbsp;on&nbsp;<a href=\"https:\/\/unsplash.com\/s\/photos\/newspaper-tv?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\" target=\"_blank\" rel=\"noopener\">Unsplash<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Generace X z&nbsp;pohledu marketingu<\/strong><\/h2>\n\n\n\n<p>Generace X p\u0159edstavuje z&nbsp;<strong>obchodn\u00edho hlediska velice d\u016fle\u017eitou skupinu<\/strong>. Tato v\u011bkov\u00e1 kategorie je v\u011bt\u0161inou na samotn\u00e9m vrcholu sv\u00e9 kari\u00e9ry, dosahuje tedy v&nbsp;porovn\u00e1n\u00ed s&nbsp;ostatn\u00edmi generacemi nejv\u011bt\u0161\u00edch p\u0159\u00edjm\u016f, a tud\u00ed\u017e disponuje i nejv\u011bt\u0161\u00ed kupn\u00ed silou, proto byste ji ve sv\u00e9 <a href=\"https:\/\/www.cernovsky.cz\/marketing\/marketingovy-trychtyr\/\">marketingov\u00e9 strategii<\/a> nem\u011bli opom\u00edjet. Poj\u010fme se pod\u00edvat, co n\u00e1m o marketingu v&nbsp;souvislosti s&nbsp;generac\u00ed X \u0159\u00edkaj\u00ed \u010d\u00edsla:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Generace X miluje <a href=\"https:\/\/www.cernovsky.cz\/marketing\/top-10-socialni-site\/\">soci\u00e1ln\u00ed s\u00edt\u011b<\/a> \u2013 95 % pou\u017e\u00edv\u00e1 Facebook.<\/li>\n\n\n\n<li>Generace X m\u00e1 v&nbsp;oblib\u011b i tradi\u010dn\u00ed m\u00e9dia &#8211; 48 % generace X poslouch\u00e1 r\u00e1dio, 62 % \u010dte noviny a 85 % sleduje televizn\u00ed vys\u00edl\u00e1n\u00ed.<\/li>\n\n\n\n<li>Z\u00e1stupci t\u00e9to <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\">generace r\u00e1di vyu\u017e\u00edvaj\u00ed vyhled\u00e1va\u010de<\/a>. 72 % vyhled\u00e1v\u00e1 informace souvisej\u00edc\u00ed s&nbsp;n\u00e1kupem a obchodem on-line.<\/li>\n\n\n\n<li>V&nbsp;pr\u016fm\u011bru tr\u00e1v\u00ed t\u00fddn\u011b 21 hodin na smartphonech, 9 hodin na po\u010d\u00edta\u010di a 4 hodiny na tabletu.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Komunika\u010dn\u00ed kan\u00e1ly pro generaci X<\/strong><\/h2>\n\n\n\n<p>Pokud chcete generaci X efektivn\u011b oslovit, je t\u0159eba zvolit relevantn\u00ed kan\u00e1ly a pou\u017e\u00edt je pat\u0159i\u010dn\u00fdm zp\u016fsobem.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vyhled\u00e1va\u010de<\/h3>\n\n\n\n<p>Jak ji\u017e bylo uvedeno v\u00fd\u0161e, generace X je specifick\u00e1 \u010dast\u00fdm vyu\u017e\u00edv\u00e1n\u00edm vyhled\u00e1va\u010d\u016f, v r\u00e1mci kter\u00fdch, p\u00e1traj\u00ed mimo jin\u00e9 i po informac\u00edch o produktech, slu\u017eb\u00e1ch a obchodu. Do sv\u00e9 strategie zam\u011b\u0159en\u00e9 na generaci X tedy ur\u010dit\u011b zahr\u0148te reklamy a <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\">marketing v&nbsp;r\u00e1mci vyhled\u00e1vac\u00edch s\u00edt\u00ed Google, Seznam<\/a>, TripAdvisor, Yelp a dal\u0161\u00ed..<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Facebook<\/h3>\n\n\n\n<p>Tato soci\u00e1ln\u00ed s\u00ed\u0165 b\u00fdv\u00e1 \u010dasto vn\u00edm\u00e1na, jako kan\u00e1l, kter\u00fd vyu\u017e\u00edvaj\u00ed zejm\u00e9na mlad\u0161\u00ed v\u011bkov\u00e9 kategorie. Zd\u00e1n\u00ed v\u0161ak klame. <strong>Generace X nav\u0161t\u011bvuje Facebook stejn\u011b \u010dasto, jak je tomu u mlad\u0161\u00edch generac\u00ed<\/strong>. Pro generaci X je Facebook nejvyu\u017e\u00edvan\u011bj\u0161\u00ed soci\u00e1ln\u00ed s\u00edt\u00ed, proto se ujist\u011bte, \u017ee ve sv\u00e9m <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">marketingov\u00e9m Facebook pl\u00e1nu<\/a> po\u010d\u00edt\u00e1te i s&nbsp;c\u00edlen\u00edm na generaci X a m\u00e1te promy\u0161len\u00fd specifick\u00fd pl\u00e1n jak\u00fdm zp\u016fsobem ji oslovit.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">E-mail marketing<\/h3>\n\n\n\n<p>Miliony z\u00e1stupc\u016f generace X pou\u017e\u00edvaj\u00ed e-mail na denn\u00ed b\u00e1zi. To znamen\u00e1, \u017ee na v\u00e1\u0161 e-mail pravd\u011bpodobn\u011b naraz\u00ed, nav\u00edc se jedn\u00e1 o <a href=\"https:\/\/www.cernovsky.cz\/marketing\/email-marketing\/\">velice n\u00e1kladov\u011b efektivn\u00ed zp\u016fsob marketingu<\/a>. Pokud disponujete d\u016fle\u017eit\u00fdmi \u010di l\u00e1kav\u00fdmi informacemi, kter\u00e9 pot\u0159ebujete sd\u011blit, p\u0159edstavuje e-mail marketing ide\u00e1ln\u00ed \u0159e\u0161en\u00ed.<\/p>\n\n\n\n<p>Jestli\u017ee zat\u00edm nedisponujete vhodnou datab\u00e1z\u00ed pro mailing, zkuste na sv\u016fj web vlo\u017eit formul\u00e1\u0159 pro registraci a sb\u011br emailov\u00fdch adres.<\/p>\n\n\n\n<p>V&nbsp;e-mailu zam\u011b\u0159en\u00e9m na generaci X by nem\u011blo chyb\u011bt vizu\u00e1ln\u00ed zobrazen\u00ed va\u0161ich produkt\u016f, p\u0159\u00edpadn\u011b p\u0159edv\u00e1d\u011bc\u00ed video (ta z\u00e1stupci generace X p\u0159\u00edmo zbo\u017e\u0148uj\u00ed). Zkuste e-mail personalizovat na generaci X jak jen to je mo\u017en\u00e9.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Video marketing<\/h3>\n\n\n\n<p>Jak ji\u017e bylo zm\u00edn\u011bno, tato generace m\u00e1 <a href=\"https:\/\/www.cernovsky.cz\/marketing\/videoreklama-facebook-instagram\/\">marketing prost\u0159ednictv\u00edm videa ve zna\u010dn\u00e9 oblib\u011b, a to zejm\u00e9na v&nbsp;r\u00e1mci Facebooku<\/a>. Videa sd\u00edlej\u00ed daleko \u010dast\u011bji ne\u017e <a href=\"https:\/\/www.cernovsky.cz\/marketing\/texty-v-reklame-marketingu\/\">textov\u00e9 p\u0159\u00edsp\u011bvky<\/a>. Dob\u0159e vytvo\u0159en\u00e9 video m\u016f\u017ee reklam\u011b p\u0159idat na lidskosti a autenti\u010dnosti. Propaga\u010dn\u00ed videa m\u016f\u017eete mimo soci\u00e1ln\u00edch s\u00edt\u00ed vyu\u017e\u00edt pro e-mail marketing nebo va\u0161e webov\u00e9 str\u00e1nky. Zde najdete n\u00e1vod jak na <a href=\"https:\/\/www.cernovsky.cz\/marketing\/videoreklama-facebook-instagram\/\">nejlep\u0161\u00ed videoreklamu na Facebooku a Instagramu<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile is-vertically-aligned-center is-image-fill has-black-color has-text-color has-background has-medium-font-size\" style=\"background-color:#dbfbdb\"><div class=\"wp-block-media-text__content\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em\">\n<p class=\"has-large-font-size\"><em><strong>PRO TIP<\/strong><\/em><\/p>\n\n\n\n<p>Chcete, aby v\u00e1m <strong>profesion\u00e1lov\u00e9 pom\u00e1hali<\/strong> s tvorbou video obsahu na soci\u00e1ln\u00ed s\u00edt\u011b?<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\" style=\"line-height:1.2\">TikTok videa, Instagram a Facebook Reels, YouTube Shorts.<\/p>\n\n\n\n<p>Z\u00edskejte <strong>10 tis\u00edc<\/strong> nebo <strong>100 tis\u00edc zhl\u00e9dnut\u00ed<\/strong> u va\u0161ich vide\u00ed a prod\u00e1vejte jednodu\u0161e!<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\" style=\"line-height:1.2\">A cena?&nbsp;Nebojte, majlant to nen\u00ed. V\u00edce se o t\u00e9to <a href=\"https:\/\/www.cernovsky.cz\/strihani-videi-podnikatel\/\">slu\u017eb\u011b st\u0159\u00edh\u00e1n\u00ed kr\u00e1tk\u00fdch vide\u00ed na TikTok a dal\u0161\u00ed soci\u00e1ln\u00ed s\u00edt\u011b dozv\u00edte zde<\/a>.<\/p>\n\n\n\n<p>Jak takov\u00e1 videa vypadaj\u00ed? Mrkn\u011bte nap\u0159. ke <a href=\"https:\/\/www.tiktok.com\/@cernovskycz\" data-type=\"URL\" data-id=\"https:\/\/www.tiktok.com\/@cernovskycz\" target=\"_blank\" rel=\"noreferrer noopener\">mn\u011b na TikTok<\/a>.<\/p>\n<\/div>\n<\/div><figure class=\"wp-block-media-text__media\" style=\"background-image:url(https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg.png);background-position:50% 51%\"><a href=\"https:\/\/www.cernovsky.cz\/strihani-videi-podnikatel\/\"><img fetchpriority=\"high\" decoding=\"async\" width=\"612\" height=\"408\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg.png\" alt=\"\" class=\"wp-image-8499 size-full\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg.png 612w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2023\/03\/Cernovsky_Tomas_Telefon_Lavicka_no_bg-300x200.png 300w\" sizes=\"(max-width: 612px) 100vw, 612px\" \/><\/a><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00e1\u0161 web<\/h3>\n\n\n\n<p>I <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/wordpress-webove-stranky-pro-vsechny\/\">va\u0161e internetov\u00e9 str\u00e1nky<\/a> p\u0159edstavuj\u00ed siln\u00fd n\u00e1stroj pro osloven\u00ed generace X. Pokud z&nbsp;n\u011bj chcete co nejv\u00edce vyt\u011b\u017eit, implementujte n\u00e1sleduj\u00edc\u00ed tipy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Zeptejte na zp\u011btnou vazbu. Z\u00e1stupci generace X velice r\u00e1di poskytuj\u00ed konstruktivn\u00ed feedback a sou\u010dasn\u011b je t\u011b\u0161\u00ed v\u011bdom\u00ed, \u017ee na jejich n\u00e1zoru skute\u010dn\u011b z\u00e1le\u017e\u00ed.<\/li>\n\n\n\n<li>Implementuje na va\u0161e str\u00e1nky kvalitn\u00ed vyhled\u00e1va\u010d, kter\u00fd pom\u016f\u017ee z\u00e1stupc\u016fm generace X snadno naj\u00edt to, co v&nbsp;r\u00e1mci webu hledaj\u00ed.<\/li>\n\n\n\n<li>Implementujte na sv\u00e9 str\u00e1nky live chat. Mnoho u\u017eivatel\u016f z&nbsp;generace X preferuje jeho vyu\u017eit\u00ed, p\u0159ed telefon\u00e1tem nebo mailovou komunikac\u00ed.<\/li>\n\n\n\n<li>P\u0159idejte pop-up okna pro sb\u011br e-mailov\u00fdch adres, odb\u011br newsletteru \u010di z\u00edsk\u00e1n\u00ed slevov\u00fdch k\u00f3d\u016f.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Marketingov\u00e1 strategie pro generaci X<\/strong><\/h2>\n\n\n\n<p>Nyn\u00ed, kdy\u017e ji\u017e v\u00edme, jak\u00e9 komunika\u010dn\u00ed kan\u00e1ly vyu\u017e\u00edt, je na \u010dase zamyslet se nad taktikou, kter\u00e1 v\u00e1m pom\u016f\u017ee prom\u011bnit z\u00e1stupce generace X na loaj\u00e1ln\u00ed z\u00e1kazn\u00edky.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Pracujte se slevami<\/h3>\n\n\n\n<p>Generace X vyrostla obklopen\u00e1 slevami, zapojte je tedy do sv\u00e9 marketingov\u00e9 strategie a poskytn\u011bte nap\u0159\u00edklad slevu na prvn\u00ed objedn\u00e1vku.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Vytvo\u0159te v\u011brnostn\u00ed program<\/h3>\n\n\n\n<p>Tato generace je specifick\u00e1 svou loajalitou. Vyu\u017eijte toho a nab\u00eddn\u011bte odm\u011bny za pravideln\u00fd n\u00e1kup v&nbsp;podob\u011b slevy, vzork\u016f zdarma, bezplatn\u00e9 dopravy, nebo alespo\u0148 po\u0161lete d\u011bkovn\u00fd e-mail.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Vytvo\u0159te pocit bezpe\u010d\u00ed<\/h3>\n\n\n\n<p>Nab\u00eddn\u011bte generaci X pocit bezpe\u010d\u00ed a jistoty. Doc\u00edl\u00edte toho prost\u0159ednictv\u00edm jasn\u00fdch obchodn\u00edch a reklama\u010dn\u00edch podm\u00ednek nebo nap\u0159\u00edklad automatick\u00fdm zas\u00edl\u00e1n\u00edm \u0161t\u00edtk\u016f pro snadn\u00e9 vr\u00e1cen\u00ed a reklamaci zbo\u017e\u00ed.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Dr\u017ete se reality a netahejte je za nos<\/h3>\n\n\n\n<p>Apel na generaci X by m\u011bl pramenit z&nbsp;re\u00e1ln\u00e9ho \u017eivota a mo\u017enost\u00ed. Vyu\u017eijte p\u0159\u00edpadov\u00e9 studie a demonstraci v&nbsp;r\u00e1mci ka\u017edodenn\u00edch situac\u00ed. Sna\u017ete se \u201eprova\u0159en\u00e9\u201c prodejn\u00ed taktiky sn\u00ed\u017eit na minimum, generaci X sp\u00ed\u0161e odrazuj\u00ed.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. V&nbsp;r\u00e1mci reklam se dr\u017ete sp\u00ed\u0161e tradi\u010dn\u00edch n\u00e1stroj\u016f<\/h3>\n\n\n\n<p>Nemus\u00edte vyu\u017e\u00edvat hned reklamu v&nbsp;novin\u00e1ch, klidn\u011b se pus\u0165te do on-linu, ale m\u011bjte na mysli, na koho c\u00edl\u00edte. I zde volte tradi\u010dn\u011bj\u0161\u00ed form\u00e1ty. Pokud zvol\u00edte <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\">Facebook Ads, Google Shopping nebo reklamy v&nbsp;r\u00e1mci vyhled\u00e1va\u010d\u016f<\/a>, rozhodn\u011b ne\u0161l\u00e1pnete vedle.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Poskytujte skv\u011bl\u00fd z\u00e1kaznick\u00fd servis<\/h3>\n\n\n\n<p>Pokud z\u00e1kazn\u00edk\u016fm nab\u00eddnete skv\u011bl\u00fd servis a v\u00fdbornou n\u00e1kupn\u00ed zku\u0161enost, v\u011b\u0159te, \u017ee mnoho z\u00e1stupc\u016f generace X z\u016fstane loaj\u00e1ln\u00edmi a sv\u016fj n\u00e1kup brzy zopakuj\u00ed.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Pracujte s&nbsp;nostalgi\u00ed<\/h3>\n\n\n\n<p>Pokud zapoj\u00edte prvek nostalgie do sv\u00e9 marketingov\u00e9 taktiky, u generace X jist\u011b zabodujete. Tato generace si r\u00e1da p\u0159ipom\u00edn\u00e1 \u201estar\u00e9 \u010dasy\u201c a\u0165 se ji\u017e jedn\u00e1 o dobov\u00e9 televizn\u00ed reklamy, hudbu, ud\u00e1losti \u010di fotky. T\u00edmto tahem si zajist\u00edte jejich pozornost.<\/p>\n\n\n\n<p>Generace X disponuje velkou kupn\u00ed silou a nem\u016f\u017ee b\u00fdt v&nbsp;r\u00e1mci marketingov\u00e9 strategie opom\u00edjena. Pokud pro tuto \u201ezku\u0161enou\u201c generaci nastav\u00edte odpov\u00eddaj\u00edc\u00ed komunikaci a poskytnete jim to, co hledaj\u00ed, z\u00edsk\u00e1te loaj\u00e1ln\u00ed skupinu dlouhodob\u00fdch z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Generace XYZ druh\u00e1 \u010d\u00e1st: <strong>Generace Y<\/strong><\/h2>\n\n\n\n<p>Pokud hovo\u0159\u00edme o z\u00e1stupc\u00edch generace Y (1981-1990) &#8211; grafika ukazuje a\u017e 1995, ale to nen\u00ed spr\u00e1vn\u011b dle v\u00edcero zdroj\u016f. Jejich kl\u00ed\u010dov\u00fdm specifikem je <strong>vysok\u00e1 gramotnost v&nbsp;oblasti technologi\u00ed a IT<\/strong>. Tito lid\u00e9 ji\u017e vyr\u016fstali obklopeni digit\u00e1ln\u00edm sv\u011btem. Jsou zvykl\u00ed b\u00fdt neust\u00e1le on-line a v \u201ekontaktu\u201c. D\u00edky sv\u00e9 on-line p\u0159\u00edtomnosti a dostupnosti \u201ecel\u00e9ho sv\u011bta\u201c jsou, v&nbsp;porovn\u00e1n\u00ed s&nbsp;p\u0159ede\u0161l\u00fdmi generacemi, liber\u00e1ln\u011bj\u0161\u00ed. Maj\u00ed v\u0161ak tak\u00e9 n\u00e1lepku arogantn\u00edch, rozmazlen\u00fdch a l\u00edn\u00fdch lid\u00ed.&nbsp;<\/p>\n\n\n\n<p>V&nbsp;r\u00e1mci pracovn\u00ed kari\u00e9ry vy\u017eaduj\u00ed v\u00edce voln\u00e9ho \u010dasu ne\u017e generace X a nemaj\u00ed probl\u00e9m \u010dasto m\u011bnit zam\u011bstnavatele, pokud se jim r\u00fdsuj\u00ed \u201elep\u0161\u00ed\u201c vyhl\u00eddky. Vyd\u011blan\u00e9 pen\u00edze r\u00e1di investuj\u00ed do cestov\u00e1n\u00ed a volno\u010dasov\u00fdch aktivit.<\/p>\n\n\n\n<p>Cen\u00ed si dlouhodob\u00e9ho vzd\u011bl\u00e1v\u00e1n\u00ed, vy\u017eaduj\u00ed smysluplnost vykon\u00e1van\u00e9 pr\u00e1ce, usiluj\u00ed o vyv\u00e1\u017eenost soukrom\u00e9ho a pracovn\u00edho \u017eivota a rychle se p\u0159izp\u016fsobuj\u00ed zm\u011bn\u00e1m.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Generace Y z&nbsp;pohledu marketingu<\/strong><\/h2>\n\n\n\n<p>I p\u0159es to, \u017ee Generace Y m\u00e1 n\u00e1lepku l\u00edn\u00fdch a narcistick\u00fdch lid\u00ed, disponuj\u00ed velkou kupn\u00ed silou. Marketing, zam\u011b\u0159en\u00fd na tuto generaci vy\u017eaduje spr\u00e1vn\u00e9 n\u00e1stroje a porozum\u011bn\u00ed jejich pot\u0159eb\u00e1m, z\u00e1jm\u016fm a slab\u00fdm str\u00e1nk\u00e1m. Spr\u00e1vn\u011b zvolen\u00e1 strategie oslov\u00ed z\u00e1stupce t\u00e9to generace a prom\u011bn\u00ed je na va\u0161e z\u00e1kazn\u00edky. Pro\u010d je dobr\u00e9 se touto generac\u00ed z&nbsp;marketingov\u00e9ho pohledu zab\u00fdvat napov\u00ed n\u00e1sleduj\u00edc\u00ed data:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Jsou <strong>nejv\u011bt\u0161\u00ed \u017eij\u00edc\u00ed generac\u00ed<\/strong>, kter\u00e1 tvo\u0159\u00ed t\u0159etinu cel\u00e9 populace.<\/li>\n\n\n\n<li>Jejich kupn\u00ed s\u00edla je p\u0159ibli\u017en\u011b 1,4 trilionu dolar\u016f.<\/li>\n\n\n\n<li>Z\u00e1stupci generace Y vyu\u017e\u00edvaj\u00ed <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/kdyz-vytvarite-e-shop-jake-reseni-zvolit\/\">on-line nakupov\u00e1n\u00ed<\/a> o 54 % v\u00edce ne\u017e ostatn\u00ed generace.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/kRUCFtFzbunvl2sUCiO9K4exuIR_6C7YUDV2eDiazS0GBKbHOVAAQ3u4M2v9bI5t5CxU44IVOc_t1NGTs59hBzHBshgUTZEZc6w-bRlB5EIXpAb5e8peCcJ5ncKYJ9Z1LfyYyqVG\" alt=\"Generace Y je z generace XYZ tou nejv\u011bt\u0161\u00ed. T\u011bchto u\u017eivatel\u016f je nejv\u00edce a jedn\u00e1 se o velice digit\u00e1ln\u011b gramotn\u00e9 jedince, kte\u0159\u00ed ch\u00e1pou online sv\u011bt a z\u00e1rove\u0148 se jedn\u00e1 o skupinu, kter\u00e1 je velice ambici\u00f3zn\u00ed, by\u0165 m\u00e1 n\u00e1lepku l\u00edn\u00fdch lid\u00ed. V marketingov\u00e9 komunikace, kor t\u00e9 online se jedn\u00e1 o obrovskou skupinu, kterou nedoporu\u010duji opom\u00edjet.\"\/><figcaption class=\"wp-element-caption\">Generace Y je nejv\u011bt\u0161\u00ed \u017eij\u00edc\u00ed generac\u00ed, nav\u00edc se jedn\u00e1 o digit\u00e1ln\u011b gramotn\u00e9 u\u017eivatele<\/figcaption><\/figure>\n\n\n\n<p>Zdroj: Photo by <a href=\"https:\/\/unsplash.com\/@marvelous?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\" target=\"_blank\" rel=\"noopener\">Marvin Meyer<\/a> on <a href=\"https:\/\/unsplash.com\/s\/photos\/social-media?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\" target=\"_blank\" rel=\"noopener\">Unsplash<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Komunika\u010dn\u00ed kan\u00e1ly pro generaci Y<\/strong><\/h2>\n\n\n\n<p>Pokud chcete oslovit generaci Y, na tradi\u010dn\u00ed kan\u00e1ly typu noviny, \u010dasopisy \u010di televize zapome\u0148te. Nejd\u016fle\u017eit\u011bj\u0161\u00ed v&nbsp;komunikaci v\u016f\u010di nim je vybudovat si silnou <strong>p\u0159\u00edtomnost v&nbsp;on-line sv\u011bt\u011b<\/strong>. Je d\u016fle\u017eit\u00e9 se pohybovat na v\u0161ech platform\u00e1ch, kter\u00e9 va\u0161e c\u00edlov\u00e1 skupina nav\u0161t\u011bvuje, d\u00edky tomu zjist\u00edte, jak\u00fd obsah je pro n\u011b relevantn\u00ed. Tak\u00e9 dbejte na to, aby v\u00e1\u0161 obsah v&nbsp;r\u00e1mci r\u016fzn\u00fdch kan\u00e1l\u016f byl konzistentn\u00ed a dr\u017eel se kl\u00ed\u010dov\u00fdch sd\u011blen\u00ed, kter\u00e1 chcete komunikovat.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00e1\u0161 web<\/h3>\n\n\n\n<p>P\u0159i c\u00edlen\u00ed na generaci Y, dbejte na <strong>design<\/strong> a <strong>funk\u010dnost<\/strong>. Tato generaci si na vzhledu str\u00e1nek zakl\u00e1d\u00e1 a pokud v\u00e1\u0161 web bude vypadat neprofesion\u00e1ln\u011b, zastarale nebo nefunk\u010dn\u011b, jejich d\u016fv\u011bru si nez\u00edsk\u00e1te. Zde najdete n\u00e1vod, jak by m\u011bla <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/landing-page-tipy\/\">vypadat prodejn\u00ed webov\u00e1 str\u00e1nka<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Soci\u00e1ln\u00ed s\u00edt\u011b<\/h3>\n\n\n\n<p>Pro generaci Y je aktivn\u00ed <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-instagram-novinky-2021\/\">facebookov\u00e1 str\u00e1nka<\/a> zn\u00e1mkou autenticity. P\u0159\u00edtomnost zna\u010dky v&nbsp;r\u00e1mci <a href=\"https:\/\/www.cernovsky.cz\/marketing\/druhy-socialnich-siti\/\">soci\u00e1ln\u00edch s\u00edt\u00ed<\/a> pro n\u011b zna\u010d\u00ed snahu o budov\u00e1n\u00ed vztahu se z\u00e1kazn\u00edky a z\u00e1jem o komunitu.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pozitivn\u00ed recenze<\/h3>\n\n\n\n<p>40 % z nich p\u0159ed proveden\u00edm n\u00e1kupu zhl\u00e9dne on-line recenze. Tento kan\u00e1l rozhodn\u011b nepodce\u0148ujte a ujist\u011bte se, \u017ee v\u00e1\u0161 produkt m\u00e1 tu nejlep\u0161\u00ed reputaci a hodnocen\u00ed.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Diskusn\u00ed f\u00f3ra a skupiny<\/h3>\n\n\n\n<p>V&nbsp;r\u00e1mci t\u011bchto komunika\u010dn\u00edch kan\u00e1l\u016f se buduje va\u0161e reputace. Informace \u0161\u00ed\u0159en\u00e9 prost\u0159ednictv\u00edm <a href=\"https:\/\/cs.wikipedia.org\/wiki\/Word_of_Mouth_marketing\" target=\"_blank\" rel=\"noreferrer noopener\">word-of-mouth<\/a> maj\u00ed pro generaci Y z\u00e1sadn\u00ed v\u00fdznam. Svou pozitivn\u00ed reputaci v&nbsp;r\u00e1mci diskusn\u00edch f\u00f3r si nejl\u00e9pe vybudujete prost\u0159ednictv\u00edm poskytov\u00e1n\u00edm kvalitn\u00edch v\u00fdrobk\u016f a slu\u017eeb a napl\u0148ov\u00e1n\u00edm o\u010dek\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Marketingov\u00e1 strategie pro generaci Y<\/strong><\/h2>\n\n\n\n<p>Stejn\u011b jak tomu bylo u generace X, i generace Y m\u00e1 sv\u00e9 specifick\u00e9 pot\u0159eby v&nbsp;r\u00e1mci <a href=\"https:\/\/www.cernovsky.cz\/marketing\/marketingovy-trychtyr\/)\">marketingov\u00e9 taktiky<\/a>. Pod\u00edvejme se, \u010demu v\u011bnovat pozornost, pokud chce jej\u00ed z\u00e1stupce efektivn\u011b oslovit:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Bu\u010fte spole\u010densky odpov\u011bdn\u00ed<\/h3>\n\n\n\n<p>Generace Y sly\u0161\u00ed na zna\u010dky spojen\u00e9 se soci\u00e1ln\u00edmi a environment\u00e1ln\u00edmi t\u00e9maty. Dle pr\u016fzkumu <a href=\"https:\/\/appliedpsychologydegree.usc.edu\/blog\/psychology-of-successfully-marketing-to-millennials\/?_ga=2.83348950.192836947.1639394314-1601977957.1639394314\" target=\"_blank\" rel=\"noreferrer noopener\">USC<\/a> 87 % z\u00e1stupc\u016f generace preferuje zakoupen\u00ed produktu, kter\u00fd p\u0159in\u00e1\u0161\u00ed environment\u00e1ln\u00ed \u010di soci\u00e1ln\u00ed prosp\u011bch. Pokud se chcete generaci Y zavd\u011b\u010dit, p\u0159isp\u00edvejte na charitu, bu\u010fte fair trade, uka\u017ete, \u017ee jste eti\u010dt\u00ed ke sv\u00fdm zam\u011bstnanc\u016fm, a to v\u0161e vyu\u017eijte ke sv\u00e9mu marketingov\u00e9mu prosp\u011bchu.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Vyu\u017e\u00edvejte obsah tvo\u0159en\u00fd u\u017eivateli<\/h3>\n\n\n\n<p>Vyu\u017eil n\u011bkter\u00fd ze z\u00e1kazn\u00edk\u016f v\u00e1\u0161 produkt zaj\u00edmav\u00fdm zp\u016fsobem nebo v\u00e1s oslovil se zaj\u00edmav\u00fdm n\u00e1padem? Sd\u00edlejte to! Uka\u017ete interakci a otev\u0159enost nov\u00fdm n\u00e1pad\u016fm. P\u0159isp\u011bje to k&nbsp;budov\u00e1n\u00ed vztah\u016f s&nbsp;komunitou. Generace Y chce v\u011bd\u011bt, \u017ee jsou pro v\u00e1s v\u00edce ne\u017e jen z\u00e1kazn\u00edci.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Spolupr\u00e1ce s&nbsp;influencery a jin\u00fdmi brandy<\/h3>\n\n\n\n<p>Zn\u00e1te zna\u010dku, kter\u00e1 vyr\u00e1b\u00ed produkty, kter\u00e9 se skv\u011ble dopl\u0148uj\u00ed s&nbsp;va\u0161imi? Nebo influencera zab\u00fdvaj\u00edc\u00edho se relevantn\u00ed t\u00e9matikou? Pokud ano, nen\u00ed nic lep\u0161\u00edho ne\u017e rozjet vz\u00e1jemnou spolupr\u00e1ci. Uk\u00e1\u017eete, \u017ee jste zna\u010dka, kter\u00e1 je otev\u0159en\u00e1 nov\u00fdm mo\u017enostem a sd\u00edlen\u00ed my\u0161lenek. Toho si z\u00e1stupci t\u00e9to generace cen\u00ed. Tady je n\u00e1vod jak <a href=\"https:\/\/www.cernovsky.cz\/marketing\/influencer-marketing-navod\/\">spr\u00e1vn\u011b na influencer marketing<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Optimalizujte pro mobiln\u00ed telefony<\/h3>\n\n\n\n<p>Mobily vyu\u017e\u00edvaj\u00ed lid\u00e9 z&nbsp;generace Y t\u00e9m\u011b\u0159 ke v\u0161emu, nepodce\u0148ujte tedy tento aspekt a v\u0161e \u0159\u00e1dn\u011b zoptimalizujte. Ujist\u011bte se, \u017ee grafika vypad\u00e1 dob\u0159e i v&nbsp;mobiln\u00ed verzi a u\u017eivatel zde p\u0159ehledn\u011b najde v\u0161e co pot\u0159ebuje.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Ok\u00e9nko chatu<\/h3>\n\n\n\n<p>Stejn\u011b jako generace X i generace Y v\u00edt\u00e1 a preferuje mo\u017enost rychl\u00e9ho chatu se z\u00e1kaznickou podporou, p\u0159ed ostatn\u00edmi, \u010dasov\u011b n\u00e1ro\u010dn\u011bj\u0161\u00edmi formami komunikace.<\/p>\n\n\n\n<p>V&nbsp;r\u00e1mci komunikace v\u016f\u010di generaci Y je d\u016fle\u017eit\u00e9 neust\u00e1le sledovat nov\u00e9 trendy v&nbsp;oblasti digit\u00e1ln\u00edch m\u00e9di\u00ed a <a href=\"https:\/\/www.cernovsky.cz\/marketing\/top-10-socialni-site\/\">soci\u00e1ln\u00edch s\u00edt\u00ed<\/a>. Budujte sv\u016fj brand, reputaci, bu\u010fte eti\u010dt\u00ed, tvo\u0159te autentick\u00fd obsah a smyslupln\u00e9 sd\u011blen\u00ed. Pouze tak si z\u00edsk\u00e1te pozornost t\u00e9to generace.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Generace XYZ t\u0159et\u00ed \u010d\u00e1st: <strong>Generace Z<\/strong><\/h2>\n\n\n\n<p>Generace Z&nbsp;je n\u00e1zvem pro <strong>nejmlad\u0161\u00ed<\/strong>, ze sou\u010dasn\u00fdch ekonomicky aktivn\u00edch generac\u00ed. Jedn\u00e1 se o osoby narozen\u00e9 v&nbsp;letech 1996 \u2013 2010. Z\u00e1stupci generace Z&nbsp;v\u011bt\u0161inou vyr\u016fstali v&nbsp;rodinn\u00e9m prost\u0159ed\u00ed, kde jeden z&nbsp;rodi\u010d\u016f pracoval na \u010d\u00e1ste\u010dn\u00fd \u00favazek nebo z&nbsp;domu, aby se mohl v\u011bnovat v\u00fdchov\u011b d\u011bt\u00ed.&nbsp;<\/p>\n\n\n\n<p>Tato generace je prozat\u00edm je\u0161t\u011b velice mlad\u00e1, velk\u00e1 \u010d\u00e1st jejich z\u00e1stupc\u016f st\u00e1le studuje, proto jej\u00ed charakteristiku nelze zat\u00edm specifikovat zcela p\u0159esn\u011b. Co v\u0161ak zat\u00edm jasn\u00e9 je, \u017ee sd\u00edl\u00ed spoustu spole\u010dn\u00fdch rys\u016f s&nbsp;generac\u00ed p\u0159edchoz\u00ed, a to zejm\u00e9na vysokou <strong>technologickou<\/strong> a <strong>IT gramotnost<\/strong> a neust\u00e1l\u00fd \u017eivot v&nbsp;<strong>on-line prost\u0159ed\u00ed<\/strong>. Podstatn\u00fdm rozd\u00edlem je, \u017ee zat\u00edmco generace Y je\u0161t\u011b st\u00e1le pamatuje \u017eivot p\u0159ed masov\u00fdm n\u00e1stupem nov\u00fdch technologi\u00ed a internetu, generace Z&nbsp;se ji\u017e do tohoto prost\u0159ed\u00ed narodila.&nbsp;<\/p>\n\n\n\n<p>Specifikem t\u00e9to generace je pot\u0159eba a mo\u017enost okam\u017eit\u00e9ho sd\u00edlen\u00ed my\u0161lenek prost\u0159ednictv\u00edm soci\u00e1ln\u00edch s\u00edt\u00ed, neust\u00e1l\u00e9 propojen\u00ed s&nbsp;okoln\u00edm sv\u011btem prost\u0159ednictv\u00edm internetu a velk\u00e1 m\u00edra <strong>tolerance<\/strong> a <strong>liber\u00e1lnosti<\/strong>. V\u011bt\u0161ina z&nbsp;nich se stav\u00ed proti rasismu a podporuje <strong>LGBT komunitu<\/strong>, <strong>bojuj\u00ed proti klimatick\u00fdm zm\u011bn\u00e1m<\/strong> a <strong>br\u00e1n\u00ed pr\u00e1va zv\u00ed\u0159at<\/strong>. V\u011bnuj\u00ed v\u00edce pozornosti mezilidsk\u00fdm vztah\u016fm, ne\u017e tomu bylo u p\u0159edchoz\u00edch generac\u00ed, neradi riskuj\u00ed a r\u00e1di jsou dob\u0159e informovan\u00ed. Tak\u00e9 jsou daleko zodpov\u011bdn\u011bj\u0161\u00ed, nap\u0159\u00edklad si uv\u011bdomuj\u00ed dopad \u010dasu tr\u00e1ven\u00e9ho v&nbsp;on-line prost\u0159ed\u00ed na \u00fakor re\u00e1ln\u00e9ho \u017eivota, nebo jsou daleko zodpov\u011bdn\u011bj\u0161\u00ed v&nbsp;oblasti konzumace alkoholu a zach\u00e1zen\u00ed s&nbsp;financemi. No, ot\u00e1zka, kde se tento v\u00fdzkum d\u011blal, ale \u00fapln\u011b bych na n\u011bj na 100 % ned\u00e1val, p\u0159eci jenom se z velk\u00e9 \u010d\u00e1sti je\u0161t\u011b jedn\u00e1 o d\u011bti.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/V1IDB09U9111kU4fe9Hezl1DaJwJgAbJ9IBGQ8_kZbJYfXFyKWRbKpmFEFa8kLIZ2Ez_kc930QePpLALgbqwstBPV_7GrZcsuXLkb7zVW2rBDcEfeQAITBp5bx5ivyVklb48ie1t\" alt=\"\"\/><\/figure>\n\n\n\n<p>Zdroj: Photo by&nbsp;<a href=\"https:\/\/unsplash.com\/@rswebsols?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\" target=\"_blank\" rel=\"noopener\">Souvik Banerjee<\/a>&nbsp;on&nbsp;<a href=\"https:\/\/unsplash.com\/s\/photos\/instagram?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\" target=\"_blank\" rel=\"noopener\">Unsplash<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Generace Z&nbsp;z&nbsp;pohledu marketingu<\/strong><\/h2>\n\n\n\n<p>Pokud chcete, aby v\u00e1\u0161 marketing fungoval i spoustu dal\u0161\u00edch let, mus\u00edte se zam\u011b\u0159it na generaci Z. Tato generace p\u0159edstavuje budoucnost. Je nejmlad\u0161\u00ed generac\u00ed spot\u0159ebitel\u016f, tud\u00ed\u017e bude spot\u0159ebitelsky aktivn\u00ed nejd\u00e9le z&nbsp;uveden\u00fdch v\u011bkov\u00fdch skupin. Pod\u00edvejme se, jak si na tom stoj\u00ed generace Z&nbsp;z&nbsp;pohledu marketingu:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nejv\u011bt\u0161\u00ed vliv na spot\u0159ebitelsk\u00e9 <a href=\"https:\/\/www.cernovsky.cz\/marketing\/jak-uspet-na-instagramu\/\">chov\u00e1n\u00ed m\u00e1 Instagram<\/a>. 18 % generace X si vyb\u00edr\u00e1 restauraci na z\u00e1klad\u011b toho, jak moc je \u201einstagramovateln\u00e1\u201c neboli um\u00edstiteln\u00e1 na Instagram.<\/li>\n\n\n\n<li>70 % z\u00e1stupc\u016f generace Z&nbsp;se sna\u017e\u00ed c\u00edlen\u011b nakupovat produkty a slu\u017eby zna\u010dek, kter\u00e9 jsou pova\u017eov\u00e1ny za etick\u00e9.<\/li>\n\n\n\n<li>78 % generace Z&nbsp;preferuje utratit pen\u00edze za z\u00e1\u017eitky, p\u0159ed po\u0159\u00edzen\u00edm hmatateln\u00fdch v\u011bc\u00ed.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Komunika\u010dn\u00ed kan\u00e1ly pro generaci Z<\/strong><\/h2>\n\n\n\n<p>Komunika\u010dn\u00ed kan\u00e1ly pro generaci Z&nbsp;se z&nbsp;velk\u00e9 \u010d\u00e1sti shoduj\u00ed s&nbsp;t\u011bmi pro generaci Y. Maj\u00ed v\u0161ak i sv\u00e1 specifika:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Soci\u00e1ln\u00ed s\u00edt\u011b<\/h3>\n\n\n\n<p>Generace Z&nbsp;je siln\u011b <a href=\"https:\/\/www.cernovsky.cz\/marketing\/influencer-marketing-navod\/\">ovlivn\u011bna influencery<\/a>, kter\u00e9 sleduje na soci\u00e1ln\u00edch s\u00edt\u00edch a m\u00e1 v&nbsp;oblib\u011b \u201eeye-catch\u201c neboli vizu\u00e1ln\u011b zaj\u00edmav\u00fd obsah. Absolutn\u00ed prim zde hraj\u00ed soci\u00e1ln\u00ed s\u00edt\u011b s&nbsp;vizu\u00e1ln\u011b zaj\u00edmav\u00fdm obsahem, jak\u00fdmi jsou Instagram nebo TikTok. <a href=\"https:\/\/www.cernovsky.cz\/marketing\/tiktok-vyhody-tipy\/\">N\u00e1vod jak usp\u011bt na TikToku najdete zde<\/a>. Tak\u00e9 jsem vypracoval <a href=\"https:\/\/www.cernovsky.cz\/marketing\/tiktok-reklama\/\">kompletn\u00ed n\u00e1vod jak na TikTok reklamu<\/a>. Na TikToku se sna\u017e\u00edm b\u00fdt velice aktivn\u00ed, moj\u00ed cestu m\u016f\u017eete sledovat <a href=\"https:\/\/www.tiktok.com\/@cernovskycz\" target=\"_blank\" rel=\"noopener\">zde<\/a>. <a href=\"https:\/\/www.tiktok.com\/@cernovskycz\" target=\"_blank\" rel=\"noopener\">M\u016fj TikTok je pln\u00fd tip\u016f jak na soci\u00e1ln\u00ed s\u00edt\u011b a marketing<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"560\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Generace_XYZ_TikTok_1_min-1024x560.jpg\" alt=\"Cernovsky TikTok - TikTok Tom\u00e1\u0161e \u010cernovsk\u00e9ho. Je to studnice tip\u016f na online reklamu, byznys, soci\u00e1ln\u00ed s\u00edt\u011b a tak\u00e9 spr\u00e1vnou mentalitu. Sledujte m\u011b.\" class=\"wp-image-7559\" srcset=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Generace_XYZ_TikTok_1_min-1024x560.jpg 1024w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Generace_XYZ_TikTok_1_min-300x164.jpg 300w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Generace_XYZ_TikTok_1_min-768x420.jpg 768w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Generace_XYZ_TikTok_1_min-1536x840.jpg 1536w, https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2022\/07\/Cernovsky_Generace_XYZ_TikTok_1_min.jpg 1808w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">M\u016fj TikTok obsahuje spousty tip\u016f pro reklamu na soci\u00e1ln\u00edch s\u00edt\u00edch, online reklamu, byznys, a dal\u0161\u00ed zaj\u00edmav\u00e1 t\u00e9mata, sledujte m\u011b!<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Aplikace a hlasov\u00ed asistenti<\/h3>\n\n\n\n<p>Generace Z&nbsp;o\u010dek\u00e1v\u00e1 od ka\u017ed\u00e9 zna\u010dky kvalitn\u00ed, jednoduchou a vizu\u00e1ln\u011b poutavou n\u00e1kupn\u00ed zku\u0161enost. Z&nbsp;toho d\u016fvodu preferuj\u00ed p\u0159ed klasick\u00fdmi vyhled\u00e1va\u010di aplikace. Mnoho z&nbsp;nich pou\u017e\u00edv\u00e1 vizu\u00e1ln\u00ed vyhled\u00e1v\u00e1n\u00ed (vyfot\u00ed dan\u00fd produkt a aplikace jej vyhled\u00e1). Generace Z&nbsp;vyu\u017e\u00edv\u00e1 pro vyhled\u00e1v\u00e1n\u00ed nov\u00fdch produkt\u016f a zna\u010dek mimo jin\u00e9 i hlasov\u00e9 asistenty jako jsou Siri od Apple, Alexa od Amazonu nebo Google Home.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Marketingov\u00e1 strategie pro generaci Z<\/strong><\/h2>\n\n\n\n<p>Kdy\u017e jsme se sezn\u00e1mili s&nbsp;generac\u00ed Z&nbsp;bl\u00ed\u017ee, je na \u010dase pod\u00edvat se, jakou marketingovou strategi\u00ed zvolit pro jejich osloven\u00ed, a jak vyu\u017e\u00edt informace o jejich vzorc\u00edch chov\u00e1n\u00ed, kter\u00e9 m\u00e1me k&nbsp;dispozici:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Sd\u00edlejte sv\u00e9 hodnoty<\/h3>\n\n\n\n<p>Generace Z&nbsp;n\u00e1m d\u00e1v\u00e1 dost jasn\u011b a nahlas v\u011bd\u011bt, \u017ee jsou zap\u00e1len\u00ed pro zm\u011bny a rozhodnut\u00ed postavit se za hodnoty, kter\u00fdm v\u011b\u0159\u00ed. Sd\u00edlejte tedy hodnoty sv\u00e9 zna\u010dky, nebo b\u011b\u017ete je\u0161t\u011b d\u00e1l a v\u011bnujte se charitativn\u00ed \u010dinnosti nebo jin\u00e9 spole\u010densky z\u00e1slu\u017en\u00e9 aktivit\u011b, kter\u00e1 je va\u0161\u00ed zna\u010dce bl\u00edzk\u00e1. Generace Z&nbsp;r\u00e1da nakupuje produkty a slu\u017eby kter\u00e9 jim d\u00e1vaj\u00ed mo\u017enost podpo\u0159it dobrou v\u011bc. Pom\u016f\u017ee v\u00e1m to sbl\u00ed\u017eit se s&nbsp;komunitou a vybudovat si pevn\u011bj\u0161\u00ed vztah se z\u00e1kazn\u00edky. <a href=\"https:\/\/www.cernovsky.cz\/o-mne\/\" data-type=\"page\" data-id=\"2700\">Mrkn\u011bte t\u0159eba i na str\u00e1nku O mn\u011b, kde tak\u00e9 vypichuji sv\u00e9 hodnoty.<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Vyu\u017e\u00edvejte pro obchod Instagram<\/h3>\n\n\n\n<p>Pokud chcete c\u00edlit na generaci Z, bez Instagramu to nep\u016fjde. Instagram si uv\u011bdomuje svou s\u00edlu v&nbsp;oblasti prodeje, a proto nab\u00edz\u00ed mnoho funkcionalit, kter\u00e9 m\u016f\u017eete pro sv\u016fj z\u00e1m\u011br vyu\u017e\u00edt. <a href=\"https:\/\/www.cernovsky.cz\/marketing\/jak-uspet-na-instagramu\/\">S&nbsp;funkc\u00ed \u201eShopping\u201c na Instagramu<\/a>, u\u017eivatel\u00e9 mohou z\u00edskat podrobn\u00e9 informace o produktu nebo b\u00fdt p\u0159esm\u011brov\u00e1ni na web zna\u010dky, kde si mohou produkt zakoupit. Z\u00e1rove\u0148 nezapom\u00ednejte na <a href=\"https:\/\/www.cernovsky.cz\/marketing\/instagram-reels\/\">Instagram Reels, velice siln\u00fd n\u00e1stroj pro r\u016fst va\u0161\u00ed Instagram str\u00e1nky<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Nab\u00eddn\u011bte mo\u017enost u\u0161et\u0159it<\/h3>\n\n\n\n<p>Generace Z&nbsp;je v&nbsp;oblasti financ\u00ed daleko zodpov\u011bdn\u011bj\u0161\u00ed ne\u017e ty p\u0159edchoz\u00ed. Pr\u016fzkum <a href=\"https:\/\/www.youthsight.com\/yms\" target=\"_blank\" rel=\"noopener\">YMS<\/a> z&nbsp;roku 2019 odhalil, \u017ee 62 % bydl\u00ed s&nbsp;rodi\u010di z&nbsp;toho d\u016fvodu, aby u\u0161et\u0159ili v\u00edce financ\u00ed pro budoucnost a 6 z&nbsp;10 dot\u00e1zan\u00fdch se domn\u00edv\u00e1, \u017ee je finan\u010dn\u011b zodpov\u011bdn\u011bj\u0161\u00ed ne\u017e jejich rodi\u010de. V\u00edce ne\u017e na utr\u00e1cen\u00ed se zam\u011b\u0159uj\u00ed na spo\u0159en\u00ed. Pokud je chcete oslovit, nab\u00eddn\u011bte jim mo\u017enost jak u\u0161et\u0159it. Exkluzivn\u00ed slevy, doprava zdarma nebo jin\u00e9 benefity jsou tou spr\u00e1vnou cestou.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Pracujte s&nbsp;influencery<\/h3>\n\n\n\n<p>65 %&nbsp;z\u00e1stupc\u016f generace Z&nbsp;se rozhodlo k&nbsp;n\u00e1kupu produktu \u010di slu\u017eby na z\u00e1klad\u011b informac\u00ed influencera. Influence\u0159i jsou pro tuto c\u00edlovou skupinu kulturn\u00edm fenom\u00e9nem. Jsou pova\u017eov\u00e1ni za d\u016fv\u011bryhodn\u00e9 zdroje a z\u00e1kazn\u00edci je vn\u00edmaj\u00ed jako \u201evirtu\u00e1ln\u00ed p\u0159\u00e1tele\u201c.&nbsp;Ano, je to tak. \ud83d\ude42<\/p>\n\n\n\n<p>Generace Z&nbsp;v&nbsp;sob\u011b skr\u00fdv\u00e1 obrovsk\u00fd potenci\u00e1l. Bu\u010fte mezi prvn\u00edmi, kdo tuto skupinu oslov\u00ed. Vybudujte si se z\u00e1kazn\u00edky z&nbsp;t\u00e9to c\u00edlov\u00e9 skupiny pevn\u00fd vztah a budoucnost va\u0161\u00ed zna\u010dky je jist\u00e1. Sledujte modern\u00ed technologie, sd\u00edlejte otev\u0159en\u011b sv\u00e9 hodnoty, spolupracujte s&nbsp;Influencery a cestu ke generaci Z&nbsp;m\u00e1te otev\u0159enou.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Z\u00e1v\u011br<\/strong><\/h2>\n\n\n\n<p>V\u0161echny v\u00fd\u0161e zm\u00edn\u011bn\u00e9, ekonomicky a spot\u0159ebitelsky aktivn\u00ed generace (Generace XYZ) v&nbsp;sob\u011b skr\u00fdvaj\u00ed velk\u00fd potenci\u00e1l. Ur\u010dete si, kter\u00e9 z&nbsp;nich jsou pro v\u00e1s kl\u00ed\u010dov\u00e9 a vn\u00edmejte rozd\u00edly v&nbsp;jejich komunika\u010dn\u00edch pot\u0159eb\u00e1ch. Marketing personalizovan\u00fd na jejich osobit\u00e9 pot\u0159eby, v\u00e1m p\u0159inese ty nejlep\u0161\u00ed v\u00fdsledky a cht\u011bn\u00e9 konverze.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na sv\u016fj <a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> profil a na <a href=\"https:\/\/www.tiktok.com\/@cernovskycz\" target=\"_blank\" rel=\"noopener\">TikTok<\/a>. Na <a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noopener\">pracovn\u00edm Instagramu<\/a> najdete dal\u0161\u00ed tipy pro va\u0161i reklamu a na <a href=\"https:\/\/www.instagram.com\/cernovsky_tomas\/\" target=\"_blank\" rel=\"noopener\">osobn\u00edm Instagramu<\/a> najdete i st\u0159\u00edpky z m\u00e9ho osobn\u00edho \u017eivota, tak kdyby se v\u00e1m st\u00fdskalo, m\u016f\u017eete mrknout i tam.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>M\u011bjte se genera\u010dn\u011b!<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/o-mne\/\" data-type=\"page\" data-id=\"2700\">O mn\u011b<\/a>, m\u00e9 hodnoty naleznete na stejn\u00e9 str\u00e1nce a m\u00e9 slu\u017eby najdete na <a href=\"https:\/\/www.cernovsky.cz\/specializace\/\" data-type=\"page\" data-id=\"2702\">str\u00e1nce specializace zde<\/a>. Pokud byste si cht\u011bli ov\u011b\u0159it kvalitu m\u00e9 pr\u00e1ce, <a href=\"https:\/\/www.cernovsky.cz\/reference\/\" data-type=\"page\" data-id=\"2706\">mrkn\u011bte tady<\/a>.<\/p>\n\n\n\n<p>Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Zdroje<\/strong><\/h2>\n\n\n\n<p><a href=\"http:\/\/fourhooks.com\/marketing\/the-generation-guide-millennials-gen-x-y-z-and-baby-boomers-art5910718593\/\" target=\"_blank\" rel=\"noopener\">The Generation Guide &#8211; Millennials, Gen X, Y, Z and Baby Boomers | FourHooks<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.nn.cz\/blog\/x-y-z-mate-jasno-generacich.html\" target=\"_blank\" rel=\"noopener\">X, Y, Z \u2014 m\u00e1te jasno v generac\u00edch? | NN poji\u0161\u0165ovna &#8211; Na v\u00e1s z\u00e1le\u017e\u00ed<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.statista.com\/statistics\/298589\/us-gen-x-internet-users\/\" target=\"_blank\" rel=\"noopener\">\u2022 U.S. Generation X: internet users profile 2012 | Statista<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.herosmyth.com\/article\/75-eye-opening-statistics-how-each-generation-uses-technology?_ga=2.112045252.192836947.1639394314-1601977957.1639394314\" target=\"_blank\" rel=\"noopener\">75 Eye-Opening Statistics on How Each Generation Uses Technology | Herosmyth<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.revlocal.com\/resources\/library\/blog\/6-surprising-statistics-that-will-help-you-market-to-generation-x?_ga=2.124224970.192836947.1639394314-1601977957.1639394314\" target=\"_blank\" rel=\"noopener\">6 Surprising Statistics That Will Help You Market to Generation X (revlocal.com)<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.lifee.cz\/psychologie\/generace-x-y-z-jak-se-v-nich-vyznat-a-jak-s-nimi-jednat_3907.html\" target=\"_blank\" rel=\"noopener\">Generace X, Y, Z: Jak se v nich vyznat a jak s nimi jednat? &#8211; Lifee.cz<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/appliedpsychologydegree.usc.edu\/blog\/psychology-of-successfully-marketing-to-millennials\/?_ga=2.83348950.192836947.1639394314-1601977957.1639394314\" target=\"_blank\" rel=\"noopener\">Psychology of Success to Millennial Marketing | USC Online<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.bigcommerce.com\/blog\/millennial-marketing\/#ready-to-start-use-these-7-tips-to-guide-your-millennial-marketing\" target=\"_blank\" rel=\"noopener\">Millennial Marketing: How To Sell To Them (2021) (bigcommerce.com)<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.bigcommerce.com\/blog\/gen-z-marketing\/#who-is-generation-z\" target=\"_blank\" rel=\"noopener\">Gen Z&nbsp;Marketing + Selling Strategies (2019) (bigcommerce.com)<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/cs.wikipedia.org\/wiki\/Generace_Z\" target=\"_blank\" rel=\"noopener\">Generace Z \u2013 Wikipedie (wikipedia.org)<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>S&nbsp;pojmy generace XYZ&nbsp;jste se jist\u011b setkali, v\u00edte v\u0161ak co skute\u010dn\u011b znamenaj\u00ed? Dnes se na n\u011b spole\u010dn\u011b pod\u00edv\u00e1me bl\u00ed\u017ee, a to zejm\u00e9na z&nbsp;pohledu marketingu a reklamy. Generace XYZ&nbsp;p\u0159edstavuj\u00ed t\u0159i, v&nbsp;sou\u010dasn\u00e9 dob\u011b pracuj\u00edc\u00ed a ekonomicky nejaktivn\u011bj\u0161\u00ed generace, kter\u00e9 se li\u0161\u00ed sv\u00fdmi specifiky. Ka\u017ed\u00e1 z&nbsp;generac\u00ed je siln\u011b ovlivn\u011bna dobou, ve kter\u00e9 vyr\u016fstala a \u017eila. Ka\u017edou generaci obklopovalo odli\u0161n\u00e9 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7559,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[90,37,7,11],"class_list":["post-2625","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-generace-xyz","tag-marketing","tag-reklama","tag-socialni-site"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2625","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/comments?post=2625"}],"version-history":[{"count":3,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2625\/revisions"}],"predecessor-version":[{"id":8519,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2625\/revisions\/8519"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/7559"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=2625"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=2625"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=2625"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}