As digital marketers, we realize that the upcoming generation, called generation Z, is a challenging target group to reach. They don’t check their email, have a small attention span, and want authentic communication with companies.
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Who is Generation Z?
This generation was born between 1996 and 2014. They are “screen addicts” because they spend a lot of time behind their smartphones, laptops, or television.
Generation Z is a fast-growing and important target group for businesses because they are now beginning to enter the workforce.
In consequence, their earning power and purchasing power will continue to increase. That’s why they represent a huge opportunity for sustainable business growth.
Five marketing strategies to reach and engage with Generation Z
1. Don’t use traditional marketing methods
Generation Z wants to see authentic people in advertisements
They are aware of environmental, political and socio-economic problems that societies face. That is why Generation Z wants you to have a positive purpose that improves the world somehow.
Consequently, any business that sets out to make money regardless of the damage it does runs the risk that Generation Z will not become a paying customer.
Start with your core values and find alternatives that contribute to society. Then, communicate your purpose and values to Generation Z.
2. Optimize your Mobile Experience
Generation Z primarily uses their smartphone
They are used to look at multiple screens; for example, they will use their phone to scroll through their Instagram feed while looking at their favorite show on Netflix.
Consequently, the majority of Gen Z’s shopping behavior happens via their smartphone. Therefore, as a company, it is crucial to have a mobile-optimized website or app that is responsive.
In addition, it is also essential to create content with mobile devices in mind, such as vertical videos with subtitles.
3. Create quick, effective content to attract Generation Z
Generation Z has an attention span of only 8 seconds
With this in mind, it is challenging to create content with a clear storyline. However, if you use Instagram or Snapchat, you can start making quick and short advertisements.
The rise of the “story” feature has made it possible for companies to share content that appears for a few seconds and stays on your profile for only 24 hours.
4. Use each social media platform differently
Gen Z-ers check their social media platform every hour
Each social media platform has a different purpose for them. They use Facebook to gather information, Instagram to showcase their aspirational selves, and TikTok to show their creativity.
Therefore, as a company, it is crucial to adapt your message to each social media platform. In other words, companies should treat each social media platform differently and share different content on every platform.
5. Be a company that interacts
Generation Z also likes to engage with companies
They need immediate responses to comments or questions asked in direct messing (DM). If companies respond too late, they will feel less engaged and will not convert to a paying customer as a result.
So immediate responses are the key to success with Generation Z.
Creating marketing strategies for Generation Z is entirely different than marketing efforts for other generations. However, if you are willing to put time and effort into this new audience, they will reward you.
If you are still struggling with this new generation, we help you create a new digital marketing plan that works for your company! Leave your information and we will contact you as soon as possible.
About the author
Joyce Coronado is a Creative Digital Marketer with a passion for Brand Management, Video Marketing, and Graphic Design. She started her career as a B2B Marketing Manager for a start-up in the IT sector and quickly learned to cope with her large workload and responsibilities. For Joyce, it is important to be able to make a difference for her clients and will go all the way for that. She is a motivated consultant who is always willing to learn.
Want to know more about Joyce? Feel free to start a conversation with her on LinkedIn.