April 30, 2019
Generation Z marketing
We know that segmenting your customers based on generational groups — and tailoring your marketing messages to each group — can help you save money, increase sales, and drive conversions. Over the years, we will see demographic shifts as Baby Boomers slide into retirement and younger generations command the attention of marketers. However, we’re not talking about Generation X or Millennials (they’ve had their time in the sun). Instead, we’re referring to a new generation that’s beginning to creep into today’s workforce: Generation Z.
Born between 1997 to 2012, Gen Z comprises over 60 million people. They are fully engrossed in technology and grew up on social media. They can research their way out of any predicament, command high purchasing power — and have the cash burn. In fact, a Fast Company study argues that Gen Z will account for 40% of all consumers by as early as 2020.
If you’re a marketer, it definitely pays to take note of this group of young folk and start planning your marketing accordingly. This involves studying what they do, how they think, and how they behave. Not sure where to get started? According to a Google and Qualtrics Research study, a good place to start your research into Gen Z is to observe their online dating patterns. Why? Because Gen Z is a stage in their life where they’re looking for love — and players in the dating industry are within close reach of a generation that uses technology for pretty much every aspect of their daily lives, including finding their soulmate.
Based on the findings from this study, we have outlined the different ways you will need to reach out to Gen Z as their purchasing power continues to skyrocket:
Increase brand awareness with the power of video
Whether it’s finding the perfect place for an intimate first date or piecing together the ultimate outfit for the all-important first dinner with the parents, Gen Z is more likely to turn to video sites than any other channels to find more information about the topic they’re interested in. In fact, 80% of Gen Z turn to YouTube to become more knowledgable about a subject they’re not familiar with and more than 40% of 18-to-24-year-olds gain awareness of dating apps through online video sites (Google) — a lot more than earlier generations. For marketers, reaching out to a Gen Z audience will involve driving brand awareness that creates intent through video creation and distribution.
Use the right channels to reach out
Let’s face it: many Gen Z folk have never used a landline and most of them have owned a smartphone since they were little. So when it comes to dating, video calls, instant messaging, and social media will be their main communication channels for wooing their crush.
For marketers, your conversations with your Gen Z audience will be mostly digital. When reaching out to them, you’ll need to consider incorporate digital communication and collaboration tools to get your message across. This means incorporating integrations such as Intercom to chat to and nurture your audience on your website and sending personalized SMS messages via Twilio to capture new leads or progress your leads through the funnel.
Diversity is crucial when it comes to messaging
Generation Z came of age discovering the world using social media, online video, and virtual reality. Not surprisingly, 65% of Gen Z say that dating websites and apps have allowed them to meet — and date — someone outside of where they live (Google and Qualtrics Research). And in an era where national borders are shrinking and global audiences are embracing local content, Gen Z is redefining societal identifiers such as gender, sexuality, and race.
When producing content for Gen Z, marketers must consider themes such as diversity, travel, and cross-cultural issues as part of their content strategy. It is also important for marketers to show inclusivity in marketing campaigns, reflecting the backgrounds of the audience that they want to reach. Marketers should also avoid doing one-off token campaigns such as running an International Women’s Day campaign every March but underrepresenting women for the rest of the year.
Beyond Gen Z dating
Knowing that Gen Z is a segment that will influence the marketing landscape for quite some time, smart marketers must understand how this generation will think, behave, and communicate so they can reach out to them successfully.
Here in Australia, YMA is a thoughtfully curated, single stream conference designed to help marketers & brands keep up with the fast-paced nature of GenZ.