New target groups and tools in business and social communications

Abstract

The article describes the new target groups and communication methods and vehicles in the on-line business and social communications. Instead of the “X”, “Y” and “Z” generations we focus on digital natives and digital immigrants. Digital natives are different because of neuroplasticity.They influence their parents with so called reserved socialization. Up-to-date communication is based on POE theory of integrated communications. “Traditional” web sites should be transformed into responsive sites with flat design. The article gives important basic rules and tools which companies and institutions should keep in mind for on-line communication.