Generation Z has entered the building, revisit your marketing strategy.

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.

The constant force of development, together with the level of challenge that many of today’s management teams experience should not mask the opportunities that lay ahead. Discover new heights and contact our industry-leading team here at Clifford Associates to find out how we can take the worry out of the obstacles faced by senior digital resourcing in your organisation.

 

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  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
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    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
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    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
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    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
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    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
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    Johnny Meredith, Senior New Business Manager, The Bio Agency.
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    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
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    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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