Generation Z, also known as iGeneration, is the demographic of people born between 1995 and 2010. They are the cohort that grew up when the technology bubble was bursting, which accounts for why they are referred to as the digitally savvy generation. If you are looking to build your brand around this consumer base, you ought to tailor your marketing strategy to suit their consumer taste and preferences. Let us take a peek at some of the marketing techniques to help your business stand out for these digital natives.
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Sell experiences
Members of Gen Z have grown up with the internet, making them tougher for the very obvious marketing campaigns. They are often not interested in hard sales or hearing about how your product is impressive. The Generation Z cohort is more invested in establishing how the products you produce will benefit them and meet their needs. Well, you need to develop the kind of experience your product will give them. For example, if you deal with deodorants and spray, the better way to market to Gen Z is to convince them that your products will help them stay and smell fresh the whole day.
Uphold transparency
Let us face it: we live in the internet era where you get information at a click of a button. Most clients let alone Gen Z now do due diligence about your products and services. They will also look up for reviews about similar products by other clients before them. That is why it is crucial to be transparent about your products, their quality, and pricing. Don’t forget that you are focusing on a generation that finds it easy to collect and cross-referencing many sources of information.
For example, the price you indicate on your eCommerce website should match the amount the buyer will pay on purchase. If there are other charges such as taxes and delivery charges, you better include them openly where the Gen Zers will see them. Research shows that Generation Z is more concerned about the transparency values of a brand and will likely drop off the funnel once they realize that you are cheating.
Add videos to your marketing strategy
We can’t reiterate this enough. Video content is now key in marketing in this era. One Google Survey established that YouTube is the first platform Gen Z turns to when they want to cheer up. Besides, some go to YouTube to learn new skills while others are there to pass the time. Either way, it is crucial to understand that videos are useful in relaying messages.
Better even, add pop culture to your video strategy. You can use approaches like celebrity endorsements, product placements, and sponsorship deals to appeal to Gen Z. You can learn more about entertainment marketing and how you can use the strategy to grow your business. Remember, Gen Z is a generation that loves music, movies, memes, and forms of art. So why not use what they love to sell your products and services?
Engage!
Research shows that 76% of Gen Zers value brands that take time to respond to their feedback or concerns about the products on offer. According to them, responsiveness is a sign of a brand that cares about its customers and provides the best experience. It would help if you had a substantial online presence to reach your target audience on channels like Instagram, Facebook, Twitter, and even new ones like TikTok. You should also have an interactive business website with a section for reviews and feedback. The point is that you need to stay active and engage your audience virtually all the time. An active engagement between your brand and the customers or prospective clients gives your brand a human feel and introduces a sense of authenticity.
Make privacy a priority
While the internet has made communication and sharing of information quite quickly, the concern on the privacy of data shared has also risen. A research carried out by NGen revealed that 88% of the Gen Zers respondents agreed with the statement: “Protecting my privacy is very important to me.” Also, a survey conducted by IBM found out that less than a third of teens are comfortable sharing their personal details online, aside from contact information and purchase history.
You must remember one of Gen Z’s defining traits is their love for doing things their own, and many prefer secrecy or privacy. You will have to ensure that their privacy is a priority in your engagements. You can do so by coming up with a solid data protection privacy to guard the data they provide to you.
In a nutshell
Gen Z is a cohort that is now growing as a vital target audience for brands. Many are all grown and now making purchasing decisions. As you might have noticed, it is a unique cohort. That is why you will have to fine-tune your marketing strategy to cater to this hypercognitive generation.
Also Read: What are Social commerce trends 2020 and What Are the Advantages?
