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

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.