Whenever you’ll ask a digital marketer to create a campaign, the first question they’ll ask you is, “Who is the target audience?” Digital marketers are aware that in order to create a campaign that appeals to the audience, it is important to have an in-depth understanding of who the audience is. From their buying pattern and online habits to the basic demographics, a marketer should know everything to create an effective marketing campaign. While marketers have dedicated a lot of their time and resources to understanding the millennial audience, they should keep in mind that there’s a new generation they should focus on, now known as generation Z.
Who is Generation Z?
Generation Z also known as Gen Z and iGen, consists of everyone born between 1997 and 2012, which means everyone in the world today between the ages of 9 and 24 is considered generation Z. This is the generation that has been raised during the upsurge of social media and the internet. It is said to be the most racially and ethnically diverse generation and is on track to be the most well-educated generation of all times. They are the digital natives and they can’t even recall a time when smartphones didn’t exist. They are also considered the most progressive and strongly opinionated generation with a strong social and political point of view.
What is Generation Z Marketing?
Generation Z marketing is basically marketing to the people that belong to generation Z. Marketers need to keep in mind that this generation consists of brand enthusiasts and who prefer brands that “keep it real”. They also don’t stay loyal to a particular brand for long. If they see that someone or something else is offering them more value, they’ll shift to that product or service. So retaining them is an extremely hard job. They prefer things that are top class, be it their shoes from a well-known shoe brand or the internet service they use like the one provided by Spectrum Español.
This is a bold, creatively diverse generation that believes in growing by learning new things. They are the creators of many trends on TikTok, Instagram, Snapchat, and other social media platforms.
Gen Z Marketing: Facts and Figures
The corporate world operates in an ecosystem in which the customer is the most important component. Therefore understanding what the customers need is the key to running a successful business. After years of spending resources and time to understand the millennial generation, the marketers have now realized that there is a new generation that they need to divert their focus on. Businesses have realized that they now need to devise their marketing strategies keeping in mind the needs of this new generation known as Gen Z. Listed below are a few facts and figures that prove the significance of generation Z in today’s corporate environment:
- 74% of Gen Zers spend their free time using online platforms and most of them spend up to 8 hours online every day.
- 95% of Gen Zers own a smartphone or have access to one.
- Gen Zers are twice more likely to shop via mobile devices than Millennials.
- About 60% of Gen Zers check their email a couple of times a day.
- About 33% of Gen Zers are likely to buy things they see on social media platforms.
- Gen Zers make up 30% of Facebook users, 60% of Tik Tok users, and 65% of Snapchat users.
- About 90% of Gen Zers use social media to learn about new products and 54% of them are influenced by social media platforms.
- About 50% of Gen Zers want to have their own start-up.
- Around 80% of Gen Zers want to work in an innovative field with cutting-edge technology.
- American Gen Zers have an accumulated $44 billion of buying power.
4 Marketing Tactics for Effective Gen Z Marketing
The above-mentioned facts and figures prove the significance of generation Z in business and marketing strategies. Below are a few tactics that can help create a successful marketing campaign for generation Z.
- Create content that engages the audience
As mentioned before, Gen Zers prefer authenticity. Marketers should create content that reflects the values of the business and the true benefits, its product or service can provide the customers. The more real you are, the more likely it is for Gen Zers to buy from you.
- Focus on social media
Gen Zers consume most of their content from social media. They actively spend about 4-5 hours switching from one social media platform to another, surfing through it, and consuming content in different forms, be it a video, picture, or social media post.
- Create videos
Gen Zers like watching videos. They spend hours watching funny videos online. Besides that, a video is a great way to market your products and services. You can not only convey your brand’s message to the audience but also let them know all about the unique selling points that your brand offers.
- Online reputation management
Gen Zers tend to do thorough research before they purchase any product or service. Keeping that in mind, it is important for businesses to have positive reviews online. Encourage your satisfied customers to post a review about your product or service online, and proactively deal with negative feedback.
Marketers who are targeting generation Z need to tailor their content that’ll engage the people from said generation. Tailor and adapt your marketing strategies to be authentic in the eyes of your target market. It is a battle for attention so make sure the strategy you devise can create noise.