A mobile phone, much alone a computer that fits in a pocket, was a revolutionary concept a generation ago, yet Generation Z was born with a mobile phone in hand.
This consumer generation is the most connected of all time, making it perhaps the most accessible age group. Although the market is ripe for companies, marketers and brands have continually failed to establish rapport with this new generation of customers.
So, how should Gen Z be marketed to? You first have to know who Gen Z is.
Who Is Generation Z?
It would be best if you got this correct. Gen Z is the generation born into an age in which technology has grown astonishingly, and everything they need is now available at their fingertips.
They are adept multitaskers and want companies to recognize their commitment. If a brand does not align with their worldview, though, they are fast to switch allegiances.
With that being said, Gen Z is concerned about the future and its effect on everything, from the environment to the economy.
They realize that the future and its consequence are in their hands; thus, when choosing whom to purchase from, they are highly sensitive to ethical problems such as animal experimentation and sustainability.
Remember that this applies not simply to a digital journey but also to an in-store strategy. Many members of Gen Z still find in-store shopping fun and useful.
Here are six marketing tactics for a Gen-Z target market.
1. Make honesty your first focus.
Gen Z places a premium on brand authenticity and wants to feel that businesses are speaking directly to them via customized content. They want businesses to engage in a true, two-way discussion in which they speak their language, understand their requirements, and share their values.
Therefore, focus on incorporating a human aspect into your digital marketing approach to personalize your brand message, express your fundamental values effectively, and establish consumer connections.
2. Act on negative reviews.
Everyone is aware of the value reviews play in establishing brand credibility, but this is essential if Generation Z is your target demographic.
However, collecting reviews is just the first step; you must respond to them. If the feedback is favorable, personalize your answer so prospective buyers can see it is not a generic response.
It would help if you also reacted to negative criticism; you must demonstrate that you have recognized the problem and are doing all possible to remedy it.
3. Delight them.
The fact that Generation Z has spent their whole lives online influences their linked interactions. While they are not as resistant to advertising as their older counterparts, Gen Z demands genuine, enjoyable encounters and experiences that give what they need before they ask for it.
Marketers must transition from informing to delighting, fame to authenticity, and generic to predictive to succeed with Generation Z.
4. Develop your video marketing plan.
Video is Gen Z’s preferred media. To make the most of this chance to interact with Gen Z purchasers, establish a library of video material that can be used for many purposes. It is beneficial to have already-created videos so that you don’t disregard this crucial aspect of your content strategy because you don’t have time to develop a video at the moment.
Additionally, it is essential to maintain authenticity in your videos. It is simple to discern whether someone is not enthusiastic about the product or subject on a video.
5. Be mobile-friendly as a brand.
Smartphones were essentially a birthright for Gen Z. So since Gen Z is constantly swiping through their phones, your business needs to provide mobile-friendly content.
For example, you can employ SMS marketing by sending a text alert to customers. Sending texts to your Gen Z target market is the fastest way to reach them and notify them of upcoming sales, deals, and general business updates.
6. Utilize content generated by users.
UGC (user-generated content) has become a crucial component of content marketing strategies today when consumers are eager to rave online about your goods and services. UGC refers to the material that a brand’s users generate.
User-generated material provides suitable social proof, one of its primary advantages. Seeing information from actual consumers boosts trust and contextualizes your brand’s claims. Brands provide certain assurances to their consumers or target market.
At each point of the buyer’s journey, UGC impacts engagement and drives conversions. This material may be utilized on social media and other channels.
Understanding what motivates this younger generation is essential for marketers to capitalize on Gen Z’s purchasing power. And having a pulse on what young customers want opens up new commercial opportunities for businesses.