Generation Z v. Millennials – Why you May Want to Start Gearing your Digital Marketing towards a New Generation
There is so, so, so much focus put on millennials, and their wants and needs, that few businesses are prepared for the incoming Generation Z. This is the first generation who grew up with smartphones and social media, and they’re a whole different set of people than millennials. If you’re serious about maintaining a young audience, you need to shift your attention towards sustaining popularity among Generation Z.
Generation Z now accounts for approximately 40 percent of all consumers. They’re much more advanced in their knowledge of technology and the digital world. Generation Z are generally referred to as having shorter attention spans and are thus more difficult to impress. If you haven’t made an impression in seconds, you’ve lost them and probably for good. Generation Z expects to be curated too, consistently. They also highly value influencers, particularly on YouTube and Instagram.
If you want to target Generation Z, go with influencer marketing as a starting point. Influencers provide a massive ROI and are well worth the investment if this is the audience you’re chasing. There are millions of influencers in info, news, and entertainment to tap into. You don’t need to spend millions to make millions in this category, either. There are plenty of mid-range influencers who can provide big returns.
Just like influencers, at all times, you want to be genuine in your direct communication and marketing to them. The more authentic you are to their experience, the more likely they’ll be willing to connect. To this point, as you send them emails or marketing messages, personalization is heavily important. Like other generations, this is one that wants to be sold to but on their terms. Every message you send should be as personal to their experience as is possible.
Interactivity and conversation is important to Generation Z. With your social media marketing, engage with them directly, encourage them to participate in your campaigns with the use of hashtags and contests, and foster collaboration. The more collaboration, the better. Generation Z is also one demographic who appreciates humour perhaps more than any other current generation. As long as it’s relevant to your brand and not going to offend anyone, using a little humour goes a long way in humanizing your company and appealing to a very intelligent generation.
Like millennials, Generation Z are also very socially conscious. They want to know they’re buying product that’s been manufactured ethically and they want to surround themselves with brands that mean something. This is a generation that is vocal, active, and won’t hesitate to promote products they believe in. For those that do a good job at cultivating the Generation Z audience, they’re going to win big.
We live in an ever-evolving society. Generation Z are attracted to VR, experiential marketing, visuals, and customizations. Partner with Unlimited Exposure today to begin targeting the next generation. They’re growing as a consumer base. Before long, they’re going to be the talk of the talk and you don’t want to fall behind. With Generation Z, you have seconds to make an impression. Leverage visuals, interaction, and personalization to grab attention, and provide messages of value and inspiration. Get set up with a digital marketing strategy built around the interests of Generation Z and future-proof your business today with Unlimited Exposure. Join us today for more details!
