For the last few years, digital marketing has been focused on Millennials. After all, they were one of the largest demographics and tended to steer trends, particularly online. While this group is still highly influential, you should also start shifting your digital marketing strategy to include yet another generation – Generation Z.
By 2019, it is estimated that this demographic will outnumber Millennials, making up around 32 percent of the global population. What’s more, individuals born in the early stages of this generation will be of legal age in a short while. This means that they will have a lot more say in the brands they choose to invest in. As you can see, it is imperative that you structure your digital marketing tactics so that you are able to garner the attention of this generation as well: here are some ways to do that.
Identify the Major Social Media Platforms
One thing that probably isn’t going to change anytime soon is the popularity of social media. This doesn’t mean, however, that you can continue to rely on the same platforms to deliver results. Gen Z isn’t necessarily still on the same platforms as their parents or even Millennials. For instance, while many companies are still paying Facebook a lot of money to air their ads, this isn’t actually where you will find many Generation Z consumers.
According to research, it is estimated that only around 50 percent of this younger demographic even uses the social media behemoth. Instead, these teens are flocking to Snapchat, Instagram, and YouTube. So, one of your first moves should be to reorganize your digital marketing budget so that you place greater emphasis on these platforms over others.
Grab Attention Quickly
Generation Z is exposed to even more adverts and marketing than any other generation. This is partially because they spend so much time online. The downside to this, of course, is that they can become desensitized to the messages they see. As a result, though you put in all your time and effort into creating unique and entertaining content, they simply might not pay attention.
If you do want to stand out in a crowd, it isn’t just about the message. It is also how you go about displaying that message. For instance, it can be a good idea to experiment with augmented and virtual reality, if possible. Since this is still a relatively new field, it is easier to get these teens to be responsive to it. In case you can’t do this, remember to keep it short and keep it visual. Memes and short video clips are a good way to get your message across while still being entertaining.
Focus on Individualized Content
The younger generation is a great deal more tech-savvy than those who came before them. After all, they have had access to technology from a very young age. This is why you will find that the average Generation Z consumer is quick to dismiss content that isn’t relevant to them. In order to do this, you are going to need to rely on your data even more than you did before. Essentially, you should be certain that the person viewing your ads already has half a mind to invest in your goods or services.
Utilize User-Generated Content
In some ways, digital marketing will get a lot easier with Generation Z. This is because they tend to rely quite a bit on user-generated content when reaching a decision about a certain product. As such, a lot of the work will be taken out of your hands, if you know how to construct the boundaries for your consumers to share their experiences.
For this purpose, you will need to allow previous customers to post reviews and images on your site and elsewhere. This is the information that your Gen Z consumers will be looking at, just before they make a purchase. Now, due to this feature, it is just as important that you answer questions and navigate complaints quickly and efficiently. By doing this, you will be able to showcase excellent customer service and allow potential clients to gain trust in the service that you are offering.
Focus on Mobile Strategies
You will be hard-pressed to find a Generation Z consumer who can be parted from their smartphone for an extended period of time. Fortunately, it is their phones that provide you with a direct pathway to their attention. Since teens utilize their phones for virtually everything – communication, shopping, and schoolwork, it is important to tap into this element. So, for this demographic, at least, step away from email marketing and browser friendly sites.
Rather, you should try to find a way to garner their attention through their cellphones. Instead of TV ads, consider very short ads on social media platforms that they frequent the most. Also, instead of directing them to your website, opt to do this either through native apps or piggyback on social media ads.
Genuineness is Key
Gen Z has a fine-tuned detector when it comes to overly synthesized content. Again, this has to do with the fact that they have been wading through such content from a young age. This generation is more focused on social connections and causes, which is why scripted attempts will not be as successful with them. In fact, these consumers don’t even want to see paid actors on their screens anymore – they would prefer real reactions from unpaid individuals.
It is this turn of events that make it so important to be genuine with both your digital marketing strategies and the way you interact with these consumers. Avoid fluff and bluster and just focus on the main message you want to convey – this will go down a lot better with them.
So there you have it, all you need to know about altering your digital marketing tactics to reach the future generation more effectively. Make these changes and you will certainly be able to see a positive change in how Generation Z interacts with your business.