Adaptation and improvement is the key to any marketer’s survival. Every generation poses its challenge and marketers have been able to strategically conquer each of them. However, one success story cannot to be applied to the next. That is, no marketing strategy can ever be replicated. One has to be unique, and inventive every time and this is the golden rule in the books of marketing philosophy.
The question that one might ask now would be, how does one market to Gen Z. The truth or the answer lies in understanding who they are. With baby boomers, it was about making them comfortable with newer technology and making them aware of product and services. Changing their saving instincts to spending habits. While generation X spends a little more, are a receptive to marketing techniques yet would save more than they would spend. With greater profits going towards real estate. With millennials and their exposure to an understanding of a diverse range of career options, the products and services also became niche. Millennials gave the opportunity for brands to be creative both with their marketing strategy and their offerings.
But the question remains, how do you market to a generation who are willing to spend, who are loyalists once converted, who will also recommend your brand if they like it. But the cons are that they have low attention span, would rather skip your marketing message, and don’t even check their emails. The truth is that despite all this, they are your sophisticated customers, the ones who have a much evolved filter for content and its message. So, if they like you, be sure that they would binge on you.
1) They value individualism and treating them as a homogenous group could be a big marketing blunder.
2) They like brands that engage with them, brands that have a personality and a voice.
3) Gen Zers also have exponential power on the spending habits of both Gen X and Millennials.
While marketing to Gen Z know that variety is spice of life. This means that across your social media marketing, understand what your gen Z customers are looking at. So, if on Instagram they are being aspirational your offering and advertisements must supplement this need. If on snapchat then be real, true, quirky. If on twitter, know that their news comes from that. Make sure that your brand is updated and participates in discussions and topics that matter to the Gen Zers.
Do not forget your e-mail marketing. Because of the selective nature of Gen Zers, their inbox isn’t as crowded as those of Gen X and the Millennials. Keep an option for them to choose as to how many times would they like to hear from your brand. Make them feel like they are in control and aren’t bombarded with messages that they never subscribed to.
Strategically use your social media. Because Gen Z spend a considerable amount on social media, let your products and services shine through on those same platforms. Not outright, blatant, push sort of advertisements. Rather advertisements that effectively convey the message and lead to a conversion. Your existence on social media and using data analytics to target the right customer would lead to a greater credibility for your brand in their minds. Do not use your social media as the only medium for promotion rather use it a medium for conversations and follow it up with emails, link to websites, blogs etc.
Next allow for customization. Advertising and marketing schemes that allow for customization and personalization paves way for individualization which is the strength of Gen Z. A lipstick that prints name of the lipstick cover, or brands that allow its customers to pick out designs for their phone cases, Nike’s shoe customization. This allows Gen Z to feel empowered, that them and their product are one in a million.
Be smart and witty. Do not be the brand that is stiff. If your brand voice and personality inherently are not the jokester, then find ways to occasionally engage in smart comebacks, and be funny. This shows them that you are real, raw, and original. In short allow them to find beauty in you and not just the branding.
While there are many ways to gain customers, Gen Zers want you to be personal but not pushy, to allow them to make the decision but not taking them for granted. If you haven’t yet tapped into their potential make sure you do. Because the greatest advantage to your profit would be them.