The use of 2.0 marketing on websites of Croatian children´s and youth publishers

Digital technology is an important constituent of day-to-day life of the new generation - Net Geners. Traditional marketing strategies of publishers need to be revised in order to encompass information habits and competences of the new generation. Tapscott suggests applying the concept of a 2.0 (ABCDE) marketing based on the consumer behaviour of the new generation – anyplace, brand, communication, discovery, experience. This paper analyses websites of 14 Croatian children´s and youth publishers in view of the implementation of the 2.0 marketing principles and their orientation on that segment of population. Before analysing Croatian websites, an analysis was conducted on five British publishers with a longstanding tradition suggesting high quality of the business organisation. The collected data served as a reference to identify the 2.0 marketing principles on Croatian publishers’ websites: social engagement, branding, additional content, customization, an interface adapted to new generations, online communities and social networks.