Some marketing experts say that Gen Z is a difficult nut to crack. Well, in our opinion, it is not difficult, but there is a different way to crack it. If relative processes and strategies are followed, they can take your brand to greater heights.
To start with, you need to understand the term ‘’Gen Z.". ‘’Gen Z’’ is also called ‘’Zoomers’’ and ‘’digital natives’’. So Gen Z is the part of the population that was born in the late 1990s and 2000s, and the age group they come under is mostly between 9 and 24 years.
The digital era, which gave rise to the internet, smartphones, and social media platforms, is when this generation was born. It is clear that they are more tech-savvy than their predecessors, the "millennials," since they were raised in the digital era. Conversations about the generational divide are widespread in our society, and it is easy to see why different generations face distinct difficulties and undergo distinct changes. These modifications have an impact on how they live, think, and view the world.
Gen Z is no exception, as they also conceive and perceive things differently. As they relate to things otherwise, the same old, outdated strategies are not going to work for them. Marketers need to have unique and suitable strategies to attract Generation Z.
Why Gen Z?
Although Gen Z may not have the most purchasing power, they do have the most sway over millennials and other generations. Even though they may not have financial power at home, they nonetheless decide what 70% of the purchases are. They are more knowledgeable about trends, technologies, and current events. They participate actively in the economy and will be its main driver in the years to come. Therefore, it is essential that they have a unique marketing plan.
How do you attract Zoomers to your brand? Let us find out the important aspects of marketing for this new generation.
1. Values and morals:
The Gen Z generation is highly intelligent and socially conscious. Before accepting anything, they conduct extensive research. In addition to your goods and services, customers are searching for your brand's values, workplace culture, environmental sustainability, and a host of other factors when it comes to marketing. Even with the greatest items, there is very little likelihood that customers will interact with your brand if you lack any of these attributes.
When using social media for marketing purposes, be sure that your posts and advertisements really represent your ideals. Take a stance on environmental and social concerns that align with the principles of your company.
2. Transparency and Accountability
Zoomers are the most devoted consumers to any brand, but only after they perceive it to be open and responsible. People are seeking authenticity from you; therefore, you must first be open and honest about your company practices, the contents of your products, where your raw materials come from, and how well your goods or services work.
Gen Z strongly appreciates honesty; therefore, only make assertions that are true, whether they have to do with your products or any social issues. You should also take responsibility for your faults. Use user-generated comments and reviews wherever possible for your campaigns; they lend legitimacy to your company.
3. Entertaining Content:
Since members of Generation Z enjoy entertainment and having a good time, consider entertaining them before worrying about sales. Put another way, give them engaging and visually appealing content, which may not be essential for the product or sales.
You take it as an advantage or disadvantage; they have a very short attention span of around 8–9 seconds. So, you have to be very creative and try new ways of engaging with them. You can make short videos, reels, and some attractive Instagram posts. They like product videos; real customer testimonials and even educational videos are of great use. Do some research about their likes, dislikes, vocabulary, and demographics, and then use custom-made content for the group or individual.
4. Multiplatform strategy:
There are so many social media platforms available globally. Today’s generation uses multiple social media platforms for distinct purposes. YouTube for videos; Facebook for social networking; Twitter for microblogging; Instagram for sharing photos, videos, and stories; and there are many more platforms.
You need to apply different strategies to multiple social media platforms individually. The same kind of content can’t be used everywhere, as each social media network has its own specialty and users, and they like to see information in a different way.
5. Influencer marketing:
Influencer marketing is one of the most effective strategies for Gen Z, as they follow the influencers through various social media networks and platforms and trust them. You can partner with the influencers with their own expertise; for example, for the make-up brand, you can engage with a female influencer with expertise in beauty products. Today, there are so many gadget influencers that even big brands tie up with them for unboxing videos.
To engage Gen Z, schedule an influencer event for the introduction of your new product and promotions. It's not essential to collaborate with well-known influencers; you may also engage with nano- or micro-influencers; just be sure they align with your brand.
6. Deals and discounts:
Who doesn’t like deals and discounts? Zoomers are always looking for deals, as you can notice all big brands run specific campaigns for deals. It’s a great way to attract this young generation to your brand, especially when you are new to the market or have a new product launch.
You can partner with many brands to receive discount coupons, such as a coupon for a free movie, a discounted ticket to an amusement park, etc. You may also set a time limit for these bargains, which will help you prioritise them and also infuse FOMO (fear of missing out).
Nowadays, most brands are applying innovative strategies to attract Gen Z. Here are a few case studies of famous brands that show how they do it.
Nike
Nike's "Write the Future" campaign, which aimed to demonstrate how every action and accomplishment on the ground can alter people's lives, was one of the most significant FIFA World Cup-related advertising initiatives in 2010. They worked with well-known players and demonstrated their ability to perform in challenging situations. Due to Gen Z's intense football obsession, this campaign garnered numerous accolades in addition to increasing the brand value of the sports gear company.
Adidas
‘’Run for the Oceans’’ was a great campaign on sustainability; they collaborated with Parley to raise awareness about pollution in oceans and how plastic is a major part of marine pollution. Not only had they sponsored many big marathons and sports events during this campaign, but they also promoted the use of recycled plastic materials in their products. This is a great example of sustainable practices that attract Gen Z.
Dove
The best illustration of authenticity may be seen in Dove's "Real Beauty" commercial, which features women of all ages, races, and colours. In addition to shattering taboos in the cosmetics industry, this brought the brand's principles to light. In addition to boosting sales, this campaign improved people's perceptions of themselves.
Coke
One of Coke’s most memorable campaigns was ‘’Share a Coke’'. People were crazy about this campaign, especially Zoomers, as it was more of a personalised one. It was a researched, planned, and executed campaign, as they had to choose names instead of the ‘’Coke’’ label. They tried to cover as many names as possible so that even if a person’s name is not there, it can be gifted to another known person whose name he got. This was a great strategy to attract younger generations, as it was more relatable to them.
Conclusion
In the digital world, Zoomers are the trend-setters and decision-makers; they eat, sleep, drink, and live virtually. Therefore, you need to wow Gen Z with marketing methods that work for them if you want to build your brand and make future plans. Because online sales and promotions are the norm and because business is moving towards digitalization, Gen Z has been branded as the lords of the internet. You will gain from them if you value them.
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