In this Bizadmark’s Gen Z marketing guide, you will learn everything you want to know about Gen Z. Who they are? How they are different from other generations? What are the various ways of reaching out to them? Which companies have successfully launched Gen Z marketing campaigns?
“Brands targeting Gen Z need to look beyond the confines of traditional segmentation, the ultimate priority always has to be on the alignment that helps us cultivate relationships with youth culture – not just organize it.” – Gregg L Witt
Gen Z. The youngest kid on the block.
They’re the generation born with technology, with advanced thought processes, and with a new perspective of life.
They present to the marketing and advertising world, a plethora of opportunities and reasons to target them as their prospective customer base.
So what makes this generation so different from all the other previous generations? Why do brands want to target them? How do you target them?
All questions will be answered but first, let’s start from the start.
Why the Gen Z Hype?
According to studies done over the last few years, it is proven that Gen Z has a buying power of more than 44 billion annually (Source)
Not only this, At present, but Gen Z also makes for about 40% of the US consumers. (Read more)
Moreover, 88% of Gen Z prefer an overall brand experience, they want the brand to be present across all the channels. (Source)
Now you get why Gen Z is such hype? Almost every brand these days wants to target this hyper-connected generation.
But they often get confused in the way to approach it.
Maybe because they don’t have an idea of how to approach it, or they don’t do a thorough analysis including perceptions and choices.
It’s not easy to impress a Gen Z, but don’t worry, we got your back. Let’s see how a brand connects with them?
But first, let’s understand who is Gen Z? Then, we will talk about the ultimate guide to Gen Z marketing.
Who is Gen Z?
Where millennials end, Gen Z begins.
That’s the easiest way to explain who is Gen Z.
According to all the studies, Gen Z are people born between 1995 and 2012. (More facts here)
They are the kids of Gen X and are typically hyper-connected to everything around them. And they constitute about 32% of the world’s 7.7 billion population as of 2019.
That’s quite a number, isn’t it?
Now, what sets Gen Z apart? And how do you spot some of the trademark characteristics of Gen Z? Let’s look at a few.
Three Interesting Characteristics Of Gen Z
1. Gen Z is Technologically Advanced
Since they were born, they had access to all kinds of gadgets.
And they had access to the Internet from the beginning.
And guess what, they will form an opinion of your brand based on how technology-friendly you’ve made it out to be.
According to a study, Gen Z spends an average of 11 hours per day on their mobile devices. Moreover, according to another study, 32% of Gen Z engage in online purchasing.
So, it is imperative to create your brand’s presence that is digitally active, engaging, navigable, and compatible.
2. Gen Z Enjoys Interaction and Connectedness
Be it introverts or extroverts, Gen Z likes interaction.
They are always looking for an interactive space and if your brand gives it to them, you’re for the win.
It doesn’t always have to be face to face, making online connections constitutes a major part of the Gen Z trait.
So you design a marketing and advertising strategy that is interactive and also engaging and you’ll get Gen Z’s attention.
3. Gen Z Doesn’t Fear Changes
Probably one of the best qualities of Gen Z which also sets them apart from the other generations is their acceptance to change.
They welcome it and they own it. They’ve got a lot of access to information at the click of a button, and they utilize it.
Keeping that in mind, when you are changing the face of your brand you know which generation to target first.
They’ll be the ones who’ll not resist and will make the shift conveniently.
3 Gen Z Marketing Trends to Keep an Eye On
Here are a few trends to keep an eye on for Generation Z marketing.
Focus on Innovation
The Generation Z is highly connected with the virtual world. For them internet has always existed. They have also seen innovation every now and then.
Moreover, these set of people always have choices in the wide market place to get what they awnt.
So innovation is trending among them and if you want to win the race you need to be aware of this trend and work accordingly.
Need of Convenience
The existence of Gen Z is in full convenience. If you focus on providing convenience to them, you will surely get their attraction.
For instance, if you are clothing brand, you can provide online delivery to your customers. This is a sign of convenience to them They can order anything and get ite delivered at their home.
Desire for Security
Gen Z is more concerned about security. They feel more careful and discrimination when it comes to spending their money.
Also for some Generation Z individuals , it may lead to lower-than-expected lifestyle levels while for other you may see it serve as a motivating force and contributing to greater generational variance in financial status.
3 Modern Gen Z Marketing Examples to Inspire You
Example 1) IKEA Hotel
So this was unusual marketing and advertising strategy that IKEA adopted.
But it’s unique in its own way and that’s why I’m putting it here.
When you think of IKEA, you imagine the value-for-money furniture, right? But in this world, you’ve to constantly innovate.
And as I already mentioned, Gen Z is not afraid of change. Keeping that in mind, IKEA opened up a hotel in Sweden. This hotel was close to the Ikea store and a sightseeing spot.
Moreover, all the hotel furniture was available at the nearby Ikea store and you could buy them if you wanted.
Unique and unusual marketing strategy? Sure. But how does it fit Gen Z?
Well, a study showed that 53% of Gen Z travelers post pictures on Instagram.
So if they posted even one part of the hotel, Ikea would get free publicity.
Smart right?
Example 2) Vodafone-Voxi
When it comes to capturing the Gen Z market, Vodafone leads.
It understands that the cellular needs of a Gen Z are different than other generations. This is why it introduced Voxi.
Understanding that more Gen Z people use data than SMS or calling, Voxi incorporates that into its plan.
As a result, you get access to Gen Z-friendly apps like Snapchat and TikTok without having to compromise with the data.
Nice strategy and the one that wins right?
Example 3) Axe- #PraiseUp
One of my all-time favorite marketing strategies because it promotes inclusivity.
Axe understood that studies suggested that more than 30% of the people between the age group of 15-22 identified themselves as gender-neutral.
It is also understood that more and more people are not promoting gender neutrality and inclusivity, and that’s what it brings with its #PraiseUp campaign.
This promotes breaking the stereotypes and adopt a more inclusive approach towards everyone. Full marks, isn’t it?
It’s about time we acknowledge this and I love it when a brand does it.
6 Gen Z Marketing Tips You Absolutely Need to Know
1. Realistic is the New Brainy
Gen Z craves realism.
They don’t want bling and bejeweled-ness (that’s not a word but you know what I mean right?)
Give them real people in your marketing and advertising campaigns. Also, it should have a meaningful context.
Give Gen Z an inspiring story. Show them raw authenticity, vulnerability and the story of overcoming that vulnerability, and you’ll work your way through their heart. Click To Tweet
Moreover, they would also want what you’re selling to add value to their life in some or another way.
If you’re merely selling something for the sake of it. It won’t interest Gen Z. As simple as that.
2. Video Content Will Get You Places
Studies suggest that an average Gen Z streams about 23 hours each week.
Moreover, about 52% are more likely to notice a brand advertisement on a video platform than any other.
This makes it imperative to have an overall, effective, and creative video marketing strategy. It’s one of the best areas to target and if you play your cards right, you’ll gain healthy conversions.
To stand out from your competitors, you can use an app called Twitch.
41% of the Gen Z men are using twitch, and you can use it to your advantage.
Exciting right?
3. Influencer for the Win
Gen Z looks up to influencers. If you play your cards correctly, you can do wonders in the influencer marketing game when it comes to targeting Gen Z.
They are always following many influencers closely and those are like their opinion leaders.
If an influencer that Gen Z idolizes talks about a brand, there’s a much higher chance Gen Z will consider it compared to other generations.
By now it is estimated that brands are spending over $1.8 Billion on influencer marketing alone.
Sure it must be providing them with some ROI right? So how about you consider it too for targeting Gen Z next time?
4. Post Interactive Content
When it comes to marketing to Gen Z it is important for you to be highly interactive. You can easily grab their attention on social media platforms and other channels bu being creative and interactive.
Do everything to encourage them and generate conversation. For instance, you can feature interactive polls to win their attention.
5. Showcase Brand’s Sense of Humor
Gen Z likes brands that have a good sense of humour. They like brands that portray themselves as cool and fun.
This might be why humor and memes go so popular on social media and are popular among the young crowds.
These things speed up the visibility of brands and also garner greater engagement.
6. Responding Them Timely
Another important tip to market to Gen Z is to give attention to their queries and responding to them timely.
This will make them choose you over others. Moreover the brands that give best customer service to them attract a large section of target audiences.
Your brand responsiveness will help you in effective;y market your products and services to them.
Key Takeaway: Gen Z Marketing Guide
So there it is. I laid it all out for you.
Everything I could explain about Gen Z and Gen Z marketing. However, this of course isn’t an exhaustive study.
Gen Z is a vast arena to explore with infinite possibilities and opportunities around it. Now it’s up to you to find out these possibilities and use them to your advantage.
Gen Z is loyalist. And if they love your brand they will go above and beyond to spread the good word around them.
So it’s best to really think about this amazing generation and focus on them in your next marketing and advertising strategy.
So are you ready to begin?
Gen Z Marketing FAQs
Who is Gen Z?
Gen Z is those who are born between 1995 and 2012. They’re currently between the age of 25 years to 8 years.
Why is Gen Z Marketing Important?
Gen Z makes a big chunk of the market and has immense buying power and strong preferences.
How Can I Get More Gen Z to Choose My Brand?
Creativity, connectedness, interaction, and value offering. That’s how you impress a Gen Z.
Where to Begin With Gen Z Marketing Strategy?
Getting in-depth knowledge about Gen Z is a good place to start. You can also try theatre acting and put yourself in the shoes of Gen Z.
Do Marketing Agencies Specifically Handle Gen Z Marketing?
That depends, many full-service marketing agencies like Bizadmark are equipped with the expertise to handle Gen Z marketing.
Where Do I Begin My Research on Gen Z Marketing?
Start from the start.
The key to understanding Gen Z marketing is understanding Gen Z first. That’s where you begin.
That’s it
I hope this was insightful and enjoyable to read at the same time and I hope you know Gen Z a little better now.
The market trends change by the minute to its good to be up to speed and always be quick on your feet when targeting actively pop cultured Gen Z.
If you have any other insights to contribute, let us know in the comments, or read Gen X Marketing guide.
Until next time.
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