Technology has played a critical role in globalization and Gen Y shoppers’ forms highest population in the US history. Therefore, marketers need to tap this goldmine in order to succeed in the competitive global market. Organizations will to be at a competitive advantage must employ online and mobile technology to market its products if they are to remain competitive.
Research has showed that online marketing is the most effective and efficient methods of marketing but mostly focuses on the Gen Y shoppers which has high rate of spending. Internet marketing involves advertising products online and getting feedback from clients online. Gen Y shoppers spends most of its time online making mobile and internet technology a convenient medium for media for contacting it (Corsi, & Akhunov, 2000)
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