ABSTRACT
Those customers that we refer to as the “MZ Generation” are evolving into a great point of interest in the business and marketing worlds. The MZ Generation was born into a digital world and grew in lockstep with this digital environment. Having grown up, developed, and matured from within a largely decentralized network, their DNA is programmed with concepts of “the individual” and “personal.” They live their everyday lives ceaselessly forging relationships and communicating via digital touchpoints. They are connected to the world uninterrupted via a “me-centric” outlook, but, when desired, can flip the switch and simply disconnect at any time. Their identity is different, the values they pursue are different, as are their behaviors and action. Companies are in 24/7 contact with the MZ Generation. But businesses play only a single role in their multi-faceted lives and this relationship can be severed at any time by the MZ Generation consumer. Businesses are faced with the task of finding new means of communicating and forging relationships with this new customer base. We will address this task by focusing primarily on SNS – the firmly entrenched and favored digital communication channel of the Korean MZ Generation. We need to address the following 3 questions:
1. What are we going to talk about? (message and content)
2. Which channels should we use? (touchpoint)
3. How are we going to format this dialogue? (activation)
Successfully answering these 3 questions will ultimately lead us to the solution.
