Millennials have been the talk of the town for years now – and rightfully so. This generation holds around $200 billion in buying power, according to Entrepreneur contributor Christie Garton. However, there is another demographic seeping into the buying power ranks – Gen. Z. For the most part, Gen. Z is still made up of teenagers, yet they are already boasting $44 billion in purchasing prowess.
This number is only going to increase in the coming years and marketers are already taking notice. While Gen. Z’s values intersect frequently with those of Millennials, they are a new target demographic and should be treated as such. Here are the top five must-have components in a marketing campaign geared toward Gen. Z.
Make it shareable
When it comes to Gen. Z forget everything you know about traditional advertising. TV ads, radio spots and emails will result in wasted ad dollars. The key to engaging Gen. Z is creating material that is highly shareable, explained Boston Globe writer Jessica Geller.
In the past, small amounts of marketing spend were used to produce content but large amounts were invested in distribution. Gen. Z has flipped the script. Now, marketers will need to craft material that impresses this demographic enough to click share but the distribution methods will be less of a burden. AdWeek reported on a study by Wildness that found 60 percent of Gen. Z talks to their friends and family about brands. Get this crowd talking and enjoy some free advertising via shares.
Data, data and did we mention data?
Now, more than ever, consumers want to feel connected to brands. The best way to build on this one-on-one relationship is by leveraging big data. In a report by Marketing Dive on marketing to younger audiences, the biggest takeaway was that personalization is the way to Gen. Z’s hearts. A considerable 77 percent of these consumers claimed it was important for businesses to reach out to them with specialized offers and messaging.
“Young people prioritize one-to-one relationships and personal connections, and they don’t switch off this mindset when they shop,” explained Senior Editorial Director at Cassandra Melanie Shreffler to Marketing Dive. “They want to feel a personal connection with the brands they buy and support, and that brands, in turn, treat them as people, not just customers.”
When it comes to Gen. Z, marketing leaders need to use the information they have already gathered to create custom messaging campaigns.
Social media is your BEST friend
It should come as no surprise that social media is the medium of choice for Gen. Z consumers. This generation is the first group that can be considered true digital natives. The live and breathe all things technology. According to AdWeek, 80 percent of Gen. Z is on social media every single day.
If you are hoping to connect with this cohort, social media is a no-brainer. Over 75 percent of Gen. Z respondents find brand messaging via social platforms engaging and just as many of them are drawn to social media content created or sponsored by a brand. So, what are you waiting for? Set up those social accounts!
Rock the video marketing
Video content encompasses everything Gen. Z loves: bite-size materials, visually-stimulating messages and shareable marketing. If attracting Gen. Z is the goal then video is the key. The Boston Globe’s Geller explained that Gen. Z has a notoriously short attention span, considering the pool of options out there for their consumption. So, marketers would be wise to make short videos with quick and fun messages. From there, distribute any and everywhere.
In order to ensure that your business continues to grow, you have to look to the future consumers of Gen Z and we can help!