With 2020 being a year of major change, now more than ever, we are facing challenges of how we market and who we market to.
Millennials, those born between the early 80s and mid-90s, have shown that the marketing industry has long viewed the generation as the holy grail of global youth markets. This has created a new perspective on how to promote products and services, through new mediums and channels that have dominated the online marketing world for years. Yet, there’s a new generation in town to consider that comes with its own identity and its modus operandi when it comes to communicating via marketing.
Generation Z, those born between 1995 and 2015, have experienced a life with more screen time than any other generation; they have generally always had the internet at their fingertips. As such, the way that we market to them is completely different to the way we market to Millennials. If you are going to market Generation Z, there are three main points that will help increase brand awareness, leads and sales.
Experiences, not products
Those who are in Generation Z, or “Zoomers,” as they are also known, have become immune to recognisable marketing campaigns due to growing up with the internet. Therefore, they don’t necessarily want to hear how great your product is, but what it can do for them and what experience it will give them. The following questions are important when considering marketing to Generation Z:
How does the product make them feel?
What does the product bring to them?
Where can the product take them?
Selling experiences and not products is just one of the many ways forward when marketing to Generation Z.
Video is king
Unlike Millenials, who will usually respond to a variety of promotional strategies which include more traditional online ads, Zoomers tend to head towards video content, particularly on social media. Last year, a Google survey revealed that YouTube is the primary platform that Zoomers turn to when they want to be entertained.
However, that’s not the only reason they use YouTube. 80% of teenagers use the platform to expand their knowledge and 68% to improve or gain new skills. Other respondents said they use it to take a break from reality and deepen real-life connections, meaning there’s no end to YouTube’s capabilities.
Connect with customers
Obtaining reviews about your business or product plays a significant part in building brand trust, but this is just one step that you need to take when marketing to Generation Z. You need to respond to them and provide feedback to both positive and negative reviews. Acknowledging different types of reviews shows that as a business you appreciate all feedback you receive and ensure that if there are any issues, you are doing everything you can to resolve them.
Twitter still leads the pack in social media when it comes to complaints; companies such as ASOS have controlled it by creating specific and separate customer service or aftersales accounts. This is to ensure that their customers know where they can get a response and one that doesn’t tarnish the company’s main account.
So, there you have it. Generation Z might have entered the building, but as a marketing industry, we need to consider each generation’s needs and wants to tailor our strategies accordingly in a way that is relevant and current to them.
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