Marketing to Gen Z
Who They Are
One of the generational groups with a considerable mention among marketers is Generation Z, also called ‘iGen’, ‘Digital Natives’, ‘Gen Next’, the ‘Curation Generation’ or ‘9/11’. This group consists of the new-kid generation, probably born in and around early 2000 to today, although the actual dates vary and some sites mention Generation Alpha that started in 2010. This generation is fully characterized by unfettered values and they seem overly ambitious right from the time they are toddlers.
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This is the first group to be born within a digital-dependent environment; their handling of the latest technology and gadgets is first-rate, with the youngest amongst them being fully accustomed to new devices. There is no other connected generation before them, making it possible to have a new universal order based on multiculturalism and a global point of reference.
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In a few years time, the real impacts of generation Z are set to be felt on the global scene given the fact that most of them will be making their debut into mainstream sectors like the economy and the general marketing arena. It will be critical to analyze and understand the dynamics that run this generation. Estimates show that there are approximately 65 million Gen Zers in the US alone (and 1.6 billion worldwide). 1 in 4 Americans are younger than 18 years old. (US Census Bureau).
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Generation Z is not just technological advanced. In fact, the evidential trends within this group are pointing to the fact that they are the epitome of technology itself. Having grown up with an excellent grasp of the Internet and specifically structured social sites way before they could master the alphabet, they are now overtaking and influencing their parent’s technological awareness. Their parents (from the Gen X), having inducted them into the Internet and digitally oriented societies, are now left to witness their guardian efforts as the Zers continue to navigate more technical aspects and innovations that their parents cannot really understand.
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Any marketer or brand initiative that contemplates engaging Generation Z should realize that the average generation Z consumer is actually a brand authority in more than one sense. The overriding impact this group can have on products, especially on the social media scene is potent. These members are quite sensitive on self-branding. Conventional marketing tactics cannot influence them and they prefer the new order of things within many social networks. They are also more inclined to viral marketing campaigns and have no idea of life before the Internet bug hit most sectors across the globe. Mobile devices, gaming consoles, iPads and iPods, not forgetting the dominant Internet and its influence, has turned them into ‘digital citizens’. Notably, their books are already online, bedtime stories are scrolled down on a tablet and it is easy to download their first nursery word pan or musical games from YouTube.
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Marketing to Generation Z is quite an elusive affair starting with the complicity of not having the real age limit due to a lack of reliable demographics. This also implies that there are incidents of mixing statistics with the other notable generation preceding Z, the Millennials, who epitomize traces of the last mode of life before the globe went digital.
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One trend that has been observed within the generational marketing circles is the different approaches that each cluster exhibits in respect to advertising. Generation Z is not pessimistic with advertising like preceding generations are. However, they treat it with a sophisticated touch and embrace it with a tech-savvy attitude. They have ignored the single phased designs and are adapting to handle the multi-task apps and the ever-increasing dimensions in relevant fields. Marketers should evaluate their current interventions if they expect to reap from this group.
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One of the remarkable features surrounding Gen Z is the realistic approach they attach to their social values. There are considerable concerns on the eventual behavior of kids who spend too much time and resources on the Internet compared to generations who had more time interacting on the real situations. The advent of social media networks has ushered in a new platform where generation Z can keep constant contact with relatives and friends from virtually any geographical proximity regardless of physical barriers, revolutionizing the ‘face-to-face’ communication from a wider perspective.
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There is a startling revelation about Generation Z members. There is a tendency for them to gravitate towards a common cause. Their thinking has been shaped by topics such as terrorism, global warming and recession. They will advocate for the welfare community. For instance, they will warm up to environmental awareness campaigns and they are bound to add value to it, given the contribution that they are able to effect, from their tech-savvy orientation.
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As marketers, there is a critical study on how best to interact with this cluster. There is an overbearing requirement to have channels of communication that tend to have an appeal to this generation. Other than including original methods, there is a need to add preferred and compatible approaches, which factor in the download and upload protocols on all levels of interaction.
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Dealing with this generation is quite a delicate task; their fast-paced way of doing things will require a marketer to be on the same level as them. Regardless of their fledgling stature, their ultimate potency could become one of marketing’s greatest threats; undervaluing the maturity of the Generation Z consumer would be a great mistake since they are brand aware and market savvy at the same time.
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They display instantaneous influence. As is the case with their preceding generation, the Zers have a high attachment to peer approval. Their favorite brands and products have to be endorsed by friends. Notably, there is a high affinity for multiple media applications and simply put, any relevant brand information is quickly turned into a viral publication thereby generating fast response rates.
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Judging from all these perspectives, there is a need to assess the best way to make an appeal to the Z segment. Social media is a promising channel for marketers who are looking to appeal to and engage with those in this segment. Indeed, the ‘Like’ button is likely to have far much bigger implications on a product compared to an average marketing strategy for the same product. The domino effect realized by ‘liking’ a given brand within this group is immense not forgetting the impulsive and spontaneous behavior this group might attach towards a product.
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Marketing authorities need to regard this group as an additional resource towards a strategy aimed at specific products. Getting the Zers to be representative to the marketing function and allowing them to integrate their traits within these strategies is an additional contribution crucial to any marketer.
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