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Gen Zers, also known as “zoomers” or “digital natives,” are the generation born between 1997 to 2012. The age group ranges from 10 to 25 (as of 2022).
In the past, many interchange “Gen Z” with “millennial.” But research shows that zoomers are less outspoken, younger, and more ethnically diverse than millenials. Born at the peak of social media literacy and historical events, Gen Zers are highly innovative.
They are also more adept at using the Internet to find content they want. And even with the age range, they make informed decisions, particularly in their purchases, by relying on their skills. Now, the question for you as a marketer is this: Are you confident in your ability to overcome the challenges when you market to these clever and screen-dependent individuals?
Why Market to Gen Z?
Research indicates that Gen Zers contribute significantly to the world population and will become the largest consumers by 2026. With this, who doesn’t want to market to Gen Z?
Marketing to the Gen Z generation is not just about understanding how marketing and sales work together
. It’s also about heavily investing in interpreting their digital expectations by determining their purchasing behaviour.
Furthermore, people who rely on traditional business strategies find it challenging to market to this media-savvy generation. This is also because they do not hang around in mainstream marketing channels.
With well-versed individuals, you need to step up your game and apply the adage “Out with the old, in with the new.” And with Gen Z making up a massive spending power, we get how vital it is to develop strategies that will meet their high standards.
So, we gathered effective tips to help you market to this population strutting the marketing world today.
- Keep it real
Have you ever witnessed just how well-informed zoomers are? Suppose you hesitated to buy a product you discovered through a colleague’s social media post. And lo and behold, this zoomer was then giving you its detailed benefits! At the end of the conversation, you decided to buy that product, confident that it is indeed legitimate.
In simpler terms, let’s say that Gen Zers consider their gadgets as their soulmates—they are glued to their screens as often as they can! This is why they are highly informed, are more open-minded, and lean on social justice.
Gen Zers decide what information to consume, and they are highly ethical and analytical. So, a crucial ingredient to consider in marketing to Gen Zers is never to promote something that will dupe them. Influence their buying decisions by being clear on why it is manufactured in the first place.
And remember: Do not be all business immediately. Do not think about how marketing and sales work together. The first step is always the hardest, especially when you are not that insightful of how they behave. You first need to warm up your target consumers.
With the amount of information and insights zoomers have, it is not enough to be innovative; instead, be realistic in your advertising techniques.
- Utilize the power of an influencer
Influencers are equipped with the proper techniques in influencing people’s buying decisions—specifically the Gen Z population. Research shows that Gen Z heavily relies on influencers’ recommended products. Without them, your brand will most likely be shrugged off in just ten seconds!
Work with an influencer not just because they have a huge number of followers. Even if your main goal is to sell well to the Gen Zers, working with an influencer will also help you achieve that ideal brand recognition. And eventually, it will leave a long-lasting impression on consumers.
Furthermore, choose the “right” influencers to connect with zoomers. Find out who has the most “positive” impact on them. With the heavy investment zoomers put into their online presence, they almost always know every famous personality gracing today’s online market. And it’s easy for you to find out. Just go online and do quick but in-depth scrolling-and-clicking sessions.
- See things in their perspective
As established above, if you are a traditional marketer, you will surely struggle to bring your brand to this generation’s forefront. Why? It is because they are not into old-school branding techniques, obviously! How can you market to a vibrant and diverse generation when you refuse to seek conventional marketing strategies?
To effectively interpret Gen Zers’ purchasing behaviours, completely change your mindset—see things from their perspective! Like any other generation you are marketing to, know what they want, and select an innovative method to catch their attention. You can even use memes and witty posts to channel your brand’s humour. Too much seriousness can be a bore, right?
While the preceding generation, millennials, are brand loyalists, several studies show that Gen Zers’ purchasing habits revolve around valuable things. They also admitted that they are impulsive buyers. Additionally, they will likely be attracted to a brand when the manufacturers have marketing ethics. They purchase not from their loyalty but based on how the brand expresses their values and societal beliefs!
According to a report conducted by 5WPR
, zoomers most likely splurge on electronics, technology, discounted products, and health and wellness items! So, to gain a desirable brand reputation, market the products that resonate well with this crowd of online crawlers.
- Engage with them through their platforms
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To fully capture this fast-evolving generation’s interest, find out what social media platforms they spend most of their time on. Several studies claim that number one is YouTube, followed by Instagram, Snapchat, and then TikTok.
With Gen Z’s attention span of approximately 8 seconds, you need to think and release attention-grabbing content enough to stir their curiosity. How can you do it? By using short, powerful words, along with short yet engaging visual presentations. Take advantage of channels such as YouTube advertisements and Instagram Stories and Reels.
- Ensure a strong online presence
Customer retention is a tricky part of your marketing process. This holds true when you have discerning consumers—in this case, Gen Z. It’s the same when you are offering a service of dog caring and walking in Toronto (for example, like hotdiggitydogstoronto.com
). If you do not integrate a solid online presence, how will fur parents even find you? Most likely, it will appear as if your business does not even exist! This is how vital online presence is.
Going back to zoomers, remember that they were born with social media. They communicate online. They sharpen their skills online. They discuss their societal and political stance online. They even shop online! Therefore, it is no exaggeration to say that they consider the online space their haven.
To ultimately connect with them, ensure a solid online presence. Give them undivided attention by giving on-time responses, especially those already following you. This way, you will boost the trust established between them and your brand. You can also do this by being attentive to their feedback, making them feel you hear them.
Whatever other strategies you may be formulating right now, ensure that they correlate with zoomers’ thirst for the products they want, not just what you think they want. Achieve this by having meaningful interaction with your audience.
- Check if your brand resonates with trendy topics
As stated previously, Gen Zers are not loyal consumers. Furthermore, they are the most impacted generation in history because of the massive generational shifts and coronavirus outbreak.
A worth-repeating reminder: they buy because the product’s purpose is well-defined. They buy technology because its branding resonates well with their belief.
In this last trick, backtrack a little. If possible, conduct a do-over in your strategies. Recheck if it delivers the message the Gen Z population is expecting. Capture their interest by tapping into societal issues they are currently interested in. Examples are mental health awareness, body shaming, LGBTQ, gambling addiction, and racial discrimination. Whatever topic is the most talked about right now, conceptualize well how you can incorporate your product with its powerful message—and with relevance, of course.