As the demands of each generation changes and the technology advances, marketing evolves.
Currently, the millennials are receiving the majority of business’s attention. However, business owners should start taking into consideration the newest kids on the block. Yes, Generation Z has arrived. Ignoring them would be foolish of marketers.
If you think that marketing to Generation Z is going to be easier than it is to millennials, then think twice because you could be in trouble. Generation Z is an entirely new market that requires completely new marketing strategies. Don’t worry, however, because, in this post, you’ll learn how to market effectively to the next generation of consumers. Learn more below.
1. Drop Traditional Marketing Methods If You’re Still Using Them
Commercials using paid actors and other traditional marketing methods? Say goodbye to them all. Your marketing campaigns must feature real, relatable people because they’re what Generation Z wants to see. For Gen-Zers, it’s important that the people they’re seeing in ads have the same beliefs as them or share the same struggles.
Value is the most important thing for this next generation of consumers. Trying to sell a product or service that doesn’t meet their needs won’t work.
However, it’s essential to note that adopting a storytelling approach in your marketing materials still works with Gen-Zers as much as it works with millennials. That means making relevant and easy-to-understand sales pitches while explaining to your next generation customers how your offer works and how they can benefit from it.
2. Level Up Your Mobile Marketing Efforts
Reaching customers on their smartphones through unobtrusive and strategic ways will enable nimble small businesses and startups to gain an edge over their more prominent competitors. The share of retail sales via smartphones has grown significantly from 2011 to this year. It only means that customers are already embracing mobile shopping at a rapid pace, and retailers have to keep up or get left behind in the competition. It’s also an opportunity for small businesses to gain market share by getting ahead of the larger retailers. The solution? Focusing more on mobile marketing.
However, note that just putting in more budget to your mobile marketing efforts isn’t enough. You have to automate text and voice message promotions while still maintaining their personalization. One of the best tools that can help you perform mobile marketing effectively is a mass text message marketing software, like the one from Tatango. These programs let marketers create messaging workflows easily, segment subscribers effectively, track real-time subscriber trends, and use messaging analytics to measure the success of your campaigns.
3. Work With Influencers
It’s crucial to have a brand spokesperson who can connect with your audience effectively. The next time you’re looking for one, you’ll find more success teaming up with influencers instead of collaborating with celebrities. Influencer marketing is one proven way to reach your younger consumers, specifically Gen Z. That’s because Gen-Zers are digital natives. They were born into a highly-networked and high-tech world. They’re easily swayed by other people’s opinions, especially when it’s coming from someone with a huge following.
Aside from scrolling through feeds in different social media platforms in search for someone who people are talking about, business owners and marketers can also look at their customers. Who knows? Maybe, someone from your pool of customers with a good number of followers loves your product or service so much that they’re willing to promote your business with passion!
4. Don’t Use The Same Marketing Strategy Across All Social Media Platforms
For most of their lives, Gen-Zers have had easy, quick access to the technology of the Internet and social media. They typically check their accounts every hour because they rely on social media channels so much. Generation Z uses social media to get information and showcase their aspirational selves, among other things. Simply saying, they use each platform for different reasons. That’s the reason why marketers must avoid committing the mistake of advertising to Gen-Zers the same way across all social media sites. The best thing to do is to tailor your content based on how Generation Z is using a specific social media channel.
5. Get Them Involved In Your Product Development Processes
Generation Z shoppers love to be asked about their opinions or ideas about products or services. That’s why if you’re trying to decide what to sell, get them involved. Do it by enabling product customization option in your business. It’s where Gen-Zers can provide their inputs or build the products themselves. Another good strategy aside from letting them build and customize their purchases is to allow them to make unique packages. For example, if you’re selling makeup products, offer a set price where they can fill the container of specific items of their choice.
Gen-Zers can bring in major revenue to your business if you execute the abovementioned tips correctly. Running a digital marketing campaign for the new generation gives you the opportunity to engage a motivated, socially active group of young people. The Generation Z shoppers aren’t only interested in connecting with your business, but also in cultivating a cult following towards your brand. The only thing you need is to do the marketing right.