Marketing to Gen Z can seem like a daunting task.even understand Gen Z can seem like a daunting task, let alone understanding how to win their support. However, it’s time to start thinking about how to connect with them.
Pew defines it as those who were born between 1997 and 2012 and belong to Gen Z who started college, entered the workforce and had some spending power. They are completely different from previous generations.
China Merchants Groupof which Campaign Monitor is part, recently surveyed more than 1,000 cross-generational consumers to better understand the adult generation and their motivations, behaviors and preferences.
For the full report, be sure to go here! But for now, take a look at these five ways Gen Z differs from millennials in marketing.
1. Gen Zers are more willing to listen to individuals than brands
One of the most fundamental and important differences between Gen Z and Millennials is that Gen Zers are more likely to trust an individual than a specific brand or medium.
Kerry Twibell, a former media executive who has worked at MediaLink, Hearst and Conde Nast, said: “The individual voice is increasingly important, especially for the younger generation, for media The perception of trust is shifting to voices, even more than brands and media outlets.” , Newsweek and News Corp.
This will not only affect how Gen Z consumes media, but also how they shop. According to the study, Gen Zers are more likely to seek recommendations from online influencers they trust than previous generations.
So what does this mean from a marketing standpoint? We’ve known the value of personal recommendations for a while, but for Gen Z, it’s only going to become more important. For brands big and small, a key part of their future marketing strategy will focus on getting real people talking about your product.
So how do you do this?
Three Strategies for Getting People to Talk About Your Product
- Collect comments as much as possible. Whether it’s via email, text message or just asking in person – collecting reviews for your company or individual products will become increasingly important.
- Incorporate user-generated content (UGC) into your marketing strategy. If people take pictures of your product and tag you on social media, don’t be shy about sharing it from your own account. Also, if you can find a way to encourage people to post your brand online – perhaps through a giveaway or contest – it will only take your brand a step further.
- Identify influencers in your industry and invite them to join. Partnering with influencers seems like a marketing tactic famous brand, but it’s totally achievable for brands and businesses of all sizes. We’re not saying you have to slip into Kim Kardashian’s DMs, but if you’re a local coffee shop, for example, we can pretty much guarantee that someone in your town has an account dedicated to trying local restaurants and coffee shops. Connect with them and build a relationship, and you’re likely to win an influential voice in your area.
2. Gen Z crave authentic in-person experiences
With the rise of remote work and the rise of the metaverse, there is a lot of talk about how future generations will be less personally connected and more digitally connected than ever before. However, it turns out that Gen Z won’t necessarily follow this trend.
Just because Gen Z grew up with more access to technology than any other generation doesn’t mean they’re more tech-obsessed or enthusiastic than millennials. They are more aware of the dangers of bad tech habits, and they are not afraid to give up tech for a better experience “IRL”.
But at the same time, they are very active digitally, relying on social media for everything from connecting with friends to consuming news.
Gen Z is more likely to get news from social media than millennials.
So what does this mix of tech savvy and personal preference mean? As a marketer, it’s important to leverage both.
“Brick-and-mortar spaces and pop-up stores are no longer sales drivers. They are media moments,” said the former VP of Marketing at TechStyle Fashion Group and a proven leader in strategic data-driven marketing centered on customer experience.
What does this mixture look like? It will vary greatly based on your brand and budget, but brands and businesses that are able to create an in-person experience that is also shareable socially will take advantage of these.
3. Gen Z demands ease and transparency in supply chains
Gen Z’s brand loyalty depends on transparency and consistency across the brand journey – until the product arrives at their door. This means they need fast, flexible and predictable shipping options.
For marketers, this means treating customer experience and messaging less as separate entities.
“Marketers today need to go beyond messaging,” said retail industry consultant Monica Deretich. “When you own the customer experience, considerations beyond marketing are critical to your success — including automated fulfillment, cloud-based logistics technology, predictive planning, inventory visibility and next-day, same-day, or even same-hour Fulfillment Solutions. “
Gen Zers are more willing to abandon their shopping carts if shipping is inconvenient and inconvenient. The same goes for payment systems. Brands that offer contactless payments and buy now, pay later options are the ones most connected to Gen Z.
Gen Z is more likely than previous generations to adopt alternative payment methods such as Apple Pay.
4. Gen Z are more willing to share their personal information
We’ve previously written about Gen Z’s tech habits and their perception of the detrimental effects of too much technology. Knowing this, you might think that Gen Z would be more protective of their personal information. However, according to the study, Gen Z actually believes that their privacy is less important to them than previous generations. On top of that, Gen Z is also less likely to object to companies owning their personal data. It’s an interesting combination, and there are plenty of opportunities.
Gen Z is more willing to share their personal data if it means a more personalized customer experience, which is a huge opportunity for marketers.By asking for information – whether from online registration form Or when buying in-store – marketers have the opportunity to create a more personalized customer experience.
either through segmented emailor SMS campaignGen Z’s willingness to interact with brands in this way is a big plus for marketers willing to meet them there.
5. Gen Z not only love sustainable options, they need them
Millennials are more eco-conscious than previous generations, and are really starting to swing the pendulum by showing a preference for sustainably produced products.But while millennials may just be prefer A product is sustainably produced, Gen Z need it.
Gen Z’s views on climate change are less optimistic than millennials, which is likely to influence their purchasing decisions. “Sustainability and related themes are an important way to connect and build authentic relationships with consumers outside of the usual promotional hype,” said the seasoned retailer and retailer who has worked for retail brands such as Saks Fifth Avenue and Macy’s. Technical consultant Laura Carrier said. Just like the digital marketing company MediaMath.
This means businesses need to start thinking about how to make their operations more sustainable and make sure they are actively communicating these things to their customers.
Preparing for a new type of consumer
The time has come to start preparing for Gen Z. As more Gen Zers begin to graduate and enter the workforce, their spending power will continue to grow, and it’s important that marketers grow with them.
Fortunately, marketing technology is also evolving, and creating the type of personal branding experience Gen Z needs is not just for famous brand No more – almost everyone can achieve it.
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