Digital vs. Traditional: Selected Views on Creating Optimal Marketing Communication Mix

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F25%3A00002858" target="_blank" >RIV/75081431:_____/25:00002858 - isvavai.cz</a>

Result on the web

<a href="https://hrcak.srce.hr/329816" target="_blank" >https://hrcak.srce.hr/329816</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Digital vs. Traditional: Selected Views on Creating Optimal Marketing Communication Mix

Original language description

Purpose – This study serves as the initial phase of a broader research project. Its aim is to examine age-specific consumer preferences as one of the fundamental starting points for understanding effective marketing communication—particularly from the perspective of the transition from traditional to digital media. Design/Methodology/Approach – The analysis is based on the empirical research, in which the media preferences of Central European consumers were identified using the CAWI method through a questionnaire distributed to a sample of over 5,000 respondents. To better examine the selected context, graphical representations of differences based on cluster analysis using the Pearson correlation coefficient were employed. Findings and Implications – The results indicate that different age groups exhibit distinct preferences for traditional versus digital media. An effective communication mix should be based on a thorough understanding of the target market. The findings show that customers aged 55 and older tend to prefer traditional media, though they can still be effectively reached in the digital space through age-based targeting. Conversely, the data suggests that television is nearing the limits of its effectiveness for consumers under the age of 34. A combined use of communication channels is therefore highly recommended. Limitations – The main limitation of the research is the local nature of the dataset. However, this does not significantly affect the quality or relevance of the findings. Originality – By identifying distinct clusters, the study provides a foundation for better understanding the media market from the perspective of the target customer. As the media landscape continues to undergo digital transformation, thorough examination of this shift is essential.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50200 - Economics and Business

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Market-Tržište

ISSN

0353-4790

e-ISSN

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Volume of the periodical

37

Issue of the periodical within the volume

SI

Country of publishing house

HR - CROATIA

Number of pages

13

Pages from-to

85-97

UT code for WoS article

001466538600006

EID of the result in the Scopus database

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