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Marketing had never been a one-dimensional templated approach. Every socio-economic group, gender class, age tier, generation, etc., with its subtle differences yet hard similarities, needs a unique strategy. The tactics that go on to influence one particular class give dismal returns for the other. And this is why you don’t speak the same language with Gen Z that you do with other generations.
The Gen Z population size in the United States is 68.6 million – Statista
Besides the core humane needs, this generational group’s dynamics vary a bit. They exhibit certain tendencies that put them apart, making your marketing more challenging. This digital native and tech-savvy group expects an impeccable experience. So, if marketers have the “post-97 generation” as their focal point, get ready to understand them and customize the campaigns to hit the sweet spot.
Who is Gen Z or Generation Z?
Gen Z, following millennials, refers to people born between 1997 and 2012. These folks, especially those born around 1997-2002, were born right into the dot-com era when the internet, computers, and mobile phones were slowly tiptoeing into our lives. The oldest in this tier would be in their twenties, and the youngest would be tweenies.
Gen Z is willing to stay loyal to a brand. All they ask is exemplary customer service, flawless product quality, and the highest ethical standards in the business’s working practices. Gen Z shops omnichannel – on social media, apps & websites, offline, or at other touchpoints. They are willing to explore Metaverse and instant messenger apps for better brand connections and newer experiences.
What is unique about marketing to Generation Z?
Marketing for Gen Z requires a sheer commitment to knowing what they want. This requires an in-depth and granular survey of their desires and shopping behavior. Stock messaging that isn’t personalized to their tastes won’t get you in their good books. They expect a brand to deliver tailor-made communication, offers, suggestions, and other requests.
With any other generation, generic messaging would have worked. However, Gen Z wants an experience that feels unique to them and syncs with their identity. They are willing to stay long-term, but only if the brand pays attention to their needs. To engage with Gen Z, be part of their conversations, engage in their discourse, show your value, and evaluate their position.
How is marketing to Gen Z different than other generations?
66% of Gen Z says that it matters to them that the brand sells high-quality products – IIBM
- Gen Z isn’t just there for mere coupons and vouchers
- Gen Z is willing to try out social commerce
- They value business ethics, quality, diversity, and inclusivity
- They care about Climate Change and other environmental issues
- They are more likely to lean in on Influencers and relatable peers
- Gen Z is more learned, connected, and aware than its predecessors
- Gen Z expects more transparency, trustworthiness, and honesty
How marketers are reaching Gen Z?
Marketers entice the Gen Z audience with creative, personalized, and honest content. Regardless of the format, be it carousels, PDFs, newsletters, videos, or ads, marketers look to get straightforward, artistic, and relevant. Persuading Gen Z to buy and advocate your brand takes more than just combo deals and 1-for-1 offers.
Marketers want to try captivating visual formats to tell stories that resonate with Gen Z. They are involving Gen Z and incorporating their input to shape the product/service. The secret to keeping them hooked and unlocking a higher lifetime value lies in gaining their trust and not bombarding them with cold calls and emails. Instead, get imaginative and original with your campaigns to win their hearts.
What digital marketing approaches work best for Gen Z?
Video Messaging: Gen Z values captivating videos more than plain text. Not that newsletters are a strict no-no, but you’d be better off relying on entertaining yet informative videos. Story-driven content formats convey the product or your brand’s identity/vision more clearly. Rely on YouTube shorts and Instagram Reels – byte-sized easy-to-consume videos are more impactful and persuasive.
Memes: Hilarious and meme-centric content is popular among Gen Z. They love videos/GIFS incorporating cultural references. Humor-embedded messaging hits the nerve faster than a long-drawn-out and dull video. Your messages needs to come across as fun and avoid looking immature, especially on sensitive topics. Tap into everyday activities, trends, and world events for an easily consumable short-form video.
Influencers: Gen Z trusts social media influencers more than celebrities. They find relatable and familiar faces more credible and honest. Brands can plug their product with an influencer. A reliable and world-famous influencer vouching for your product/service brings more conviction and creates more traction. Working with influencers is a fantastic way to penetrate that community and elevate your brand.
Social Statements: Any stand you take around societal issues will lead to more admiration. They want to associate with brands that throw light on prevailing stigmas, taboos, and injustice and take measures to neutralize the same. Gen Z rewards brands that go above and beyond their core business objectives to play a profound role in shaping society. Take an honest crack at spreading awareness or providing a platform to eradicate them.
User-generated Content: Rather than employing stock images, clip-arts, vectors, etc., use photos of real people to add more authenticity to your messaging. Pictures of real people also serve as testimonials and generate a higher buzz. Gen Z sees a relatable person in sync with their profile and life dynamics. This leads to increased trustworthiness and relevancy. Meanwhile, generic photos feel distant and disconnected.
Start a Community: A community of like-minded folks gives a sense of belonging and togetherness, something that Gen Z seeks amid all the hustle-bustle and chaotic everyday routine. A community allows you to have wholesome interactions, give feedback, organize trials, ideate, and gossip. Furthermore, you can discuss upcoming trends and vote through polls, surveys, and fun activities. The forum could even become a rewarding experience via vouchers and discounts.
Why is Gen Z important to marketers?
Gen Z influences many family decisions, and this generation spends more than half of the money they have. Marketers realize that these are integral to a business’s success or failure. A bad review or word of mouth from them could potentially jeopardize a brand’s standing. In essence, Gen Z matters because they represent growth and opportunity for businesses.
Brands can’t prosper and flourish to reach the next level till they consolidate their Gen Z consumers. Gen Z is the vital indispensable cog that catalyzes your growth. Any marketer knows that Gen Z will fuel their success. To gain the edge in this competitive landscape and become industry leaders, you’ll have to be involved and cater to Gen Z’s utmost desires.
Gen Z is shaping the world to come; they are about to embark on a journey that will transform society. Given this, businesses want to attract and retain this group and possibly position themselves as a favorable entity in their list of go-to brands. Doing so may seem a little daunting, but if you get it right, Gen Z will only have eyes for you. To get it right, you need a digital marketing agency like Digital Success. Our innovative strategies and marketing wizards make your brand more appealing to Gen Z, resulting in more orders, profit, and loyalty.
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Frequently Asked Questions (FAQs)
Which online platforms are best for marketing to Gen Z?
TikTok, YouTube, Snapchat, and Instagram are the best online platforms for marketing to Gen Z.
What advertising appeals to Gen Z?
Personalized adverts in tune with their online behavior, preferences, shopping history, geography, psychographic profile, and other parameters appeal to Gen Z the most.
Why do marketers target Gen Z?
Gen Z forms a significant chunk of buyers. Their spending power, spending habits, collective net wealth, and disposable income are the reasons why marketers want to influence Gen Z.
Why is marketing to Gen Z so hard?
Traditional marketing methods don’t work with Gen Z, which makes it tricky. A simple mailer, SMS, chat messages, etc. offering higher discounts won’t help. They seek a closer and more intimate relationship with brands.
What is unique about Gen Z marketing?
Marketing to Gen Z is more multi-dimensional. Their expectations go beyond profits and freebies. They hope to see ethics, trust, quality, consistency, social welfare, and diversity before committing to a brand.
How do I target my Gen Z audience?
Target Gen Z with honest, creative, uplifting, and visually appealing content that is more emotionally riveting than “salesy.”
How do you pitch to Gen Z?
Analyze their interest areas, then address them through non-traditional marketing ideas to capture their attention. Show them how your business can add more value to their lives.
How do you engage Gen Z consumers?
You engage them through creative and out-of-the-box content that reflects your brand’s principles, conveys the value, and mesmerizes them enough to buy from you.
How to market to Gen Z and Millennials?
Stay honest in your narrative, avoid vague promises, keep it succinct, try exciting ideas, and keep away from forceful and entitled messaging.
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