You’re probably well acquainted with the dreaded millennial if you’re working in marketing. This generation has been the talk of the town for years, and while they will continue to be a significant audience to target in the future, smart marketers are already focused on the new kid (or kids) on the block – Generation Z.
You’ve come to the right spot if you are unfamiliar with this prominent customer group! Prism Digital Marketing, a digital marketing agency in Dubai will break down everything you need to know about Gen Z and how to appeal to them in this blog.
Generation Z who are they?
The word “Generation Z” refers to the post-millennial generation. This generation, also known as the iGeneration, Homeland Generation, and/or Post-Millennials, is ethnically and racially more diverse than any other. They’re also on track to be the most trained generation in history.
What Is Generation Z’s Age?
Anyone born between 1995 and the mid-2000s is considered a member of the Gen Z generation, but the exact date range is debatable. They are highly technologically advanced, having grown up with mobile phones and iPads.
Gen Zers are beginning to join the workforce now that they are in their teens and early twenties. When their earning power grows, so will their purchasing power, making them a vital audience for advertisers to hit.
Why Should Marketers Concentrate Their Attention on Generation Z?
With Gen Z accounting for 25% of the Canadian population and $50 billion in purchasing power, this group represents a major growth opportunity. Gen Zers are beginning to make their own buying decisions, and it’s in your best interest as a marketer to get a head start on appealing to them. Taking advantage of this market now could lead to long-term success.
5 Marketing Strategies for Generation Z
Make Corporate Social Responsibility a Top Priority.
Environmental, political, and socioeconomic problems are all relevant to Generation Z. According to a recent Forrester survey, 51% of 18 to 23-year-olds would investigate a business before making a purchase to ensure that their corporate social responsibility aligns with their values. Gen Zers are also less trusting of brands, according to the Forrester survey.
To gain the confidence of this socially conscious community, you must authentically and match your brand’s values with theirs. Once you’ve decided what ideals your organization stands for, make sure your messaging makes your mission clear to Gen Z.
With their goal to minimize waste and become 100 percent circular by 2023, Ikea is a perfect example of a company that is aligning its corporate social obligations with its younger customers.
Interact in a Meaningful Way
Customer engagement would assist in the growth of brand trust and loyalty. “Responsiveness” is regarded as an indicator of a brand’s “authenticity” by 76% of Gen Zers. If given the chance, 44 percent of Gen Z customers say they would apply product design ideas if given the chance. Having Gen Zers feel interested in your company by soliciting their ideas and reviews is a perfect way to build customer loyalty from this audience.
When it comes to feedback, 41% of Gen Zers would read at least five online reviews before making a purchase. These customers need to receive personalized responses to both positive and negative reviews.
Concentrate on Video Content
Consumers value video content more than ever before, and this is particularly true for Generation Z members. TikTok is expected to expand at a breakneck pace by 2020, with Generation Z accounting for 60% of all users. According to a YouTube poll, 50 percent of Gen Z said they “couldn’t live” without videos in their daily lives.
When it comes to this community, there’s no avoiding generating video content, but not just any video content will suffice. While Gen Z has a short attention span, any old video content will not suffice. The attention span of Gen Z is around eight seconds, which is slightly less than that of millennials (12 seconds). This means that as a marketer, you only have a few seconds to persuade Gen Z that your material is worthwhile. Creating entertaining short-form material, whether it’s in the form of 6-second YouTube bumper ads or Instagram stories, is the way to go.
- Utilize Micro-Influencers
If you’re planning a large-scale influencer marketing strategy involving macro-influencers, you may want to rethink your approach. Micro-influencers, who have a social media following of 1,000 to 100,000 people, generate 60% more interest than their larger-audience peers. This is due to the fact that Gen Z has a greater preference for micro-influencers.
Through their #AsSeenOnMe initiative, ASOS is an example of a company that was able to harness the power of micro-influencers. They’ve teamed up with 29 micro-influencers ranging in age, height, and ethnicity, all of whom have ASOS-branded Instagram and Pinterest accounts. Having style advice from genuine, relatable people has proven to be extremely beneficial to them.
This inclusive strategy of using micro-influencers that are more reflective of society as a whole would resonate with Gen Zers, who have made it clear that diversity and inclusion are essential to them.
Put Your Privacy Commitment in the Spotlight
It’s no wonder that Generation Z recognizes the value of privacy, having grown up with the internet. According to NGen research, 88 percent of Gen Zers agreed that “protecting my privacy is extremely important to me.” According to an IBM survey, only about a third of teenagers are comfortable sharing personal information other than their contact information and purchasing background.
Transparency on privacy issues is critical to attracting and retaining Gen Z customers. If you’re going to gather information from them, tell them up front and explain how you’ll keep their personal information safe and protected.