9 Tips for Marketing to Gen Z
Generation Z is like no other. This group, born in the mid-1990s and after, is comprised of roughly 2 billion people, all of them adept at navigating the shifting digital landscape. Coined "digital natives," the boundaries between online and offline lives are nearly nonexistent. Each generation has a unique set of challenges when it comes to marketing. With the oldest millennials turning 38 this year, Gen Z consumerism has created an impact on industries as brands fail to adapt to new demands. To effectively market to Gen Z, it's crucial to understand how they think and act. Consider the nine tips below to plan a great marketing strategy targeting Generation Z.
1. Write a Mission Statement
For Gen Z consumers, it's not about the product — it's about the company. As a business, it's important to tell your brand's story, including morals and what you stand for. According to one study, 55% of Generation Z chooses brands that are eco-friendly and socially responsible. Companies must be aware of all current events in the world, whether it be political, economic or environmental. Gen Z is looking for brands that represent shared values. One example is TOMS shoes, which added value to its business through the one-for-one charity model. This model promised each sale would equate to a child in need getting a free pair of shoes. After making a purchase, customers feel they did a good deed. Recommended: How to Craft Brand Stories that Attract and Sell (Very Well)
2. Choose the Right Platforms
Gen Zers use a variety of platforms across multiple devices, and 52% discover new brands through social media. They expect companies to be online and available 24/7, including when a problem occurs. For Gen Z, communication is a two-way interaction, one in which concerns are expected to be heard. Understand that each platform has a specific purpose, and Generation Z has no tolerance for misuse. Instagram is where Gen Z learns about a product, making it the perfect spot to implement micro-influencers. On YouTube, they want to learn new skills or see quick clips about upcoming products. Keep in mind that Snapchat is considered a second home, with more than half of Gen Z accessing it 11 times or more each day. Around 40% of Generation Z uses Snapchat while shopping, and 37% send snaps to friends to share when doing so. How you display your products — and where — will have a significant influence on Gen Z consumers.
3. Use Personal Language
Flashy sales lingo littered with buzzwords won't cut it anymore. Gen Zers will see right through a fancy marketing tactic and send it straight to the trash bin. Instead, use personal language that's akin to talking with a friend. Leave the 10-cent words behind and use language that's clear, concise and easy to understand. Your message, whether about a product, discount or your brand, should be personalized to a user's wants and needs. Young users are willing to share personal information about themselves in exchange for a tailored experience. According to one study, 38% of Generation Z believes ads and promotions based on their interests and shopping habits are cool. Also, 42% of young Gen Zers think personalization is an excellent tool for discovering new products and services.
4. Capture Their Attention
No matter your method of marketing — a YouTube video featuring a new product or an email with an exclusive discount — it's best to make things snappy. Experts say Gen Zers have an attention span of eight seconds, four seconds less than millennials. That's little time to persuade them away from the skip button. How can you shape your message to appeal to your target audience? Most Gen Zers prefer to communicate with brands on social media. Understand which platforms are used and how. You don't want to post a long product video on YouTube when most users prefer bite-sized content. Communicate openly and honestly. Gen Zers are savvy to the digital world and wary of anyone trying to sell them something. Prove your worth by offering complete transparency with prices, production methods, brand missions and more. Recommended: 3 Ways to Optimize Your UX for Gen Z Users
5. Create Authentic Interactions
According to experts, a 5% increase in customer retention will generate a profit increase of 25% or more. Retaining a customer comes down to a sense of brand loyalty — but Generation Z, skeptical of tricks and hidden fine print, is less inclined to stick with one brand. Only 36 percent of Gen Zers say they feel a strong loyalty to a brand. However, as they age, studies reveal this loyalty increases, suggesting marketers have a short timeframe to build connections. Marketers have to work extra hard to retain a Generation Z audience. The best way to capture and keep their attention is through authentic and meaningful interactions. Think about quality, not quantity. Understand how Gen Zers want to interact and communicate. One study revealed 44% would like to submit ideas for a product idea, and 42% would participate in an online game for a marketing campaign. Explore new ways for consumers to interact and get involved with your brand.
6. Email Relevant Content
Email marketing is not dead. One study showed 58% of Generation Z checks email multiple times throughout the day. They're more adept at weeding out spam and unsubscribing from unwanted content. Most Gen Zers receive 20 emails or fewer a day, meaning marketers face less competition. However, brand emails must follow rigid expectations to avoid a trip to the spam folder. More than 82% of Gen Z prefers emails with discounts and special promotions. It's unlikely they'll purchase directly from an email, but many will use the discount in-store at a later date. Product recommendations are desired when specifically tailored to the customer's needs, but few want company updates or links to brand resources. Gen Z expects to find info about your brand on platforms like Instagram, not through email. Most of Generation Z views email marketing as spammy, pushy and boring. If email is part of your strategy, consider how you can incorporate exciting promotional offers as well as fresh and exciting design concepts.
7. Design for Mobile
For Generation Z, mobile is essential, with 75% choosing a smartphone as their favorite device. It's a means to connect, stay entertained, learn and much more — all while on the go. Many millennials weren't introduced to the tech until after adolescence or later. To Gen Z, smartphones and mobile devices have been common since birth, something they grew up with and used starting at a young age. Mobile is a second language, and your brand better speaks it. Make all of your content — whether shared on your website, social media or through email — mobile-friendly. Be sure your design is clean and easy to navigate. Use text large enough to read comfortably without scrolling from side to side. If a user has trouble with your website or buying a product, they'll simply move on to a competitor.
8. Integrate Micro-Influencers
Social media influencers take photos of exotic vacations, fancy designer clothes, gifts from brands and more, all while getting paid to write posts on sites like Instagram. One study revealed social media influencer is the second most popular career choice for those ages 11 to 16 — second only to doctor. Followers look up to influencers to offer advice and wisdom on topics like where to shop, eat, travel and socialize. Influencers are categorized by the number of followers they have, starting at nano and maxing out at mega. Micro-influencers fall near the middle with 10,000 to 50,000 followers. Nan-influencers are the smallest, with 800 to 10,000 followers, while mega-influencers can have 1 million or more. By using micro-influencers in your marketing strategy, Gen Z is more likely to listen to what you have to say. While mega-influencers once had their place, many have become known as internet celebrities, equating to less authentic posts. With micro-influencers, you can choose a true brand ambassador who speaks to consumers one-on-one and understands their needs.
9. Provide Complete Transparency
While Gen Z is willing to share personal information in exchange for a personalized experience, they're cautious with how brands use and share their data. Research shows that 55% of Gen Zers want control over what information they share. Younger generations are well aware of data breaches and want to ensure their information, when willingly handed over, is kept secure. Gen Zers don't tolerate ambiguity in any marketing. If you're planning a short video snippet for a new product, be sure to include crucial details like key features, price and launch date. If you plan to partner with a charity organization for a value campaign, outline precisely how you're giving back with hard stats like hours/products contributed or money donated. By 2020, Gen Z is expected to account for 40% of all consumers in the United States. It's essential for marketers to understand what the generation expects and what they crave. Research social media platforms and how they're used. Then, share authentic messages and experiences that will lead to loyal brand ambassadors. Offer transparency in all aspects of business, from your mission statement and production process to prices and return policies. Be sure to adapt to mobile design, as you're destined to sink without it. Read the full article