Marketing To A New Generation Of Buyers – Generation Z
We’re all hooked on pleasing millenials at the moment, but there’s an up-and-coming group that we really need to start considering in our business – Generation Z. They’re tech-savvy and ready to deal with people online – and if you don’t have an online presence you’re not even on their radar.
Although there’s a lot of talk in the business community about marketing to Millennials, are organizations ready to market to Generation Z?
The members of Generation Z (children born in 1996 or later) have never experienced a time in their lives when technology didn’t exist; which is why the barrier between real-time information and communication has essentially been nonexistent to them.
Research shows that by 2020, this new generation of tech-savvy individuals will account for about 40 percent of all consumers — which means now is the time for companies to find ways to connect with these buyers and build lifelong relationships. But with this generation being known for having a shorter attention span than a goldfish, companies are having a hard time finding ways to connect with them. That’s because Generation Z has high-speed, selective and decisive filters when it comes to products being marketed to them – something that doesn’t come as naturally to many older business leaders.
So, if your company can find ways to connect with as many of these consumers as possible through virtual and face-to-face interaction, you won’t only create a loyal customer, you’ll create a lifelong customer.
Rather than talking to consumers like before, talk with them. This is what creates that personal relationship and puts a face to the company you’re speaking on behalf of. When it comes to this generation of buyers, being able to identify with the company is everything.
With that in mind, here are some tips on marketing to this younger generation of buyers for businesses to try.
Grab Their Attention Personally
Since the release of the first smartphones, consumers have been increasingly reliant upon mobile tech to get them through everyday life. This is especially true for Generation Z, a group that has essentially grown up with a smartphone in their hands. That being said, if you want to achieve greatness for your company – aside from choosing the right business name – then you need to make sure that you have a strong online presence. After all, this generation demands highly personalized content and interactions that helps keep them stay engaged with the company’s brand.
How can this be done?
It’s actually quite simple: grab the consumer’s attention on a personal level. In other words, companies shouldn’t try so hard when it comes to marketing their product. Rather than focusing on outdated marketing techniques, brands should pay closer attention to the latest trends – like hashtags, visual storytelling, and targeting their audience on social media. In order to do this successfully, companies must find unique ways to incorporate the latest strategies and make the way they market their personal brand a top priority. Don’t be afraid to take advantage of different social media platforms like Facebook, Instagram, Twitter, and Snapchat.
Be Honest
Honesty, reliability, and transparency are key when it comes remaining a trustworthy business. These are just three of many traits that corporations must implement to their consumers and employees. If a business truly wants to implement these traits to their potential buyers, then you have to connect with the younger generation on their own terms. Be honest and avoid mistakes that can be detrimental to your company’s online presence. To put it another way, think of your company from a Generation Z perspective. This will keep you motivated in taking more time to capture their attention by bringing value to your merchandise.
Deliver the Message in Eight Seconds
If you want more foot traffic on your site and want young readers to click on your blog post or watch your videos, make the message clear – within eight seconds. Before Vine was shut down, for instance, it really redefined how the younger generation consumed media. That’s partially because video were limited to six second, which was just enough time to gain viewers’ attention.
Consumers know that it can be tricky trying to convince them about a product within eight seconds. However, if done correctly, they’ll feel compelled to want to explore your products more. Think of it as a video for Snapchat, and take advantage of resources. One resource, in particular, that’s become really popular is YouTube. In fact, it’s now the fourth largest social media platform, according to Northeastern University.
Provide them with just enough information they need to know: who you are, what the product is, how it benefits them, and why they need it. That may seem like a lot of info for 8 seconds, but it can be done.
Make Your Presence Known in More than One Place
It can be hard sometimes for companies to keep Millennials engaged in their product, but it’s even harder to keep the younger generation engaged with their attention span being much shorter. Generally speaking, Millennials typically operate using four screens. This can be a phone, computer, tablet, or television. On the other hand, generation Z is believed to operate using as many as five screens on a day-to-day basis.
So if you want your company to be known amongst the younger generation, then you’ll have to advertise differently and be open to change. Remember, make it something meaningful, otherwise they’ll just be rolling their eyes as they watch your ad — or skipping over it altogether.
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