Human beings have consumed since their existence. However, with the introduction of the internet into human life, the phenomenon of globalization has accelerated and consumption has evolved to a different dimension. While cultural norms have been decisive for consumption in the postmodern period, a situation of directing consumption through cultural cultivation has emerged in the modern period. The widespread use of the Internet has created a suitable environment for directing the consumption phenomenon of large masses. This environment has been accepted as a marketplace and the internet has entered the business environment. With the introduction of the Internet into the business environment, a number of digital marketing strategies have been developed and these strategies have created a massively disruptive change in the business environment. New strategies have created alternative opportunities as well as destructive effects. This situation has created the need for marketing managers to determine the priority status of what they want to achieve and to determine which digital marketing strategies should be used in line with the goals. The priority in determining strategies is to determine the target audiences. However, the growth of the market has made determining target audiences more complex. In this increasingly complex situation, generational behaviors have gained great importance in terms of determining the target audiences correctly. Generations show changes on a perceptual basis. The reason for these changes is that individuals live in a society. In other words, individuals develop under the influence of the age they live in and other people living in this age. Social events such as industrial revolutions, wars, scarce resources, and natural disasters affect the consumption needs of individuals living in that period in different ways. Determining the dimensions of these effects and drawing their boundaries is important in determining correct marketing strategies.