Marketing to Gen Z
Which Marketing Vehicles You Should Use To Reach Them
Generation Z is indeed synonymous with the Internet and real-time communication channels. They have virtual friends almost anywhere across the globe. Several factors to consider when marketing to generation Z include:
- Using Multiple Channels of Communication: This generation tends to favor multi-tasking in media usage so do not keep with only one medium.
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- b) Make Use of Their Inclination to Internet Connectivity: Generation Z
depends on the Internet (and mobile) and the best way to reach them is though these mediums. The Internet is their main source of information, communication and entertainment. Leverage the Internet and you will get through to them.
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- c) Approach Them with Sophistication: From an economic viewpoint, Gen Z demonstrates more sophistication than their predecessors do. Having grown with virtual experiences especially on the entrepreneurial level, they will tend to use these experiences once they get real money. At a young age, they already understand how they can make money and where they can purchase the products they need, especially across online platforms.
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- d) Leverage the Power of Social Media: There is a tendency among this generational segment to make decisions after consultations with those in their social networks. Marketers should try to attune their messages in a way that this generation will not mind to ‘copy and paste’ onto their networks. Remember there is a heavy reliance on peer opinions and mobile.
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- e) Engage, Do Not Sell: As a marketer, it will be beneficial to incorporate the Zers in your campaigns instead of ambushing them with your own content. You are likely to win their approval if they feel they belong to your camp, when creating the product message for them.
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- f) Expect Only Partial Attention: The reality with this group is the multi-screening approach and their tendency to have low attention spans with regard to any topic at hand. A marketer should understand this and anticipate that Generation Z will not necessarily keep count of how many times they have come across your product; they are not ready to pay full attention. It is futile to push a message to this group in the hope that you will generate attention. Instead, businesses should invent new ways of creating a rapport with this younger generation.
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- g) Remember to Keep the Connection Consistent. One way to get attention from generation Z is to maintain the connection on all application, gadgets and devices. Mobile connectivity is prominent among this generational segment.
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- h) Reach Generation Z through Events: Due to the noted deficits in attention, it is tricky to come up with a discreet method of organizing events for Generation Z. In an effort to effectively market to this generation, it will be crucial to incorporate events that can be supported by the devices they use the most. Events such as exhibitions can be effective in reaching out to this group, especially if versions of these events can be accessed on a mobile tablet or a cellphone.
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Marketing to generation Z will largely remain to be a matter of leveraging the social networks. Sharing and connecting on these platforms will remain a key aspect of their interactions. If a marketer does not create a strategy that will reach out to this generation through social media, engaging with Generation Z might prove to be futile. Additionally, effectively engaging with this group will require marketers to come up with a tech savvy method of marketing, to capitalize on the segment’s preferences, right from their formative years. By the end of it all, Generation Z members will still keep with simplicity regardless of their being technologically advanced. It will be vital for marketers to use interactive methods on all channels compared to passive and conventional methods.
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