How to Improve Digital Marketing Strategy for Gen Z?
Digital Marketing Strategy and Generation Z
Gen Z, also known as Zoomers, truly belongs to the digital age. They have been on the online platform since a very small age by using social networks, the internet, mobile phones, or even online shopping. Being the most educated generation, they are super comfortable with doing research and data collection. Thus, every brand is now trying to find a new digital marketing strategy to market to this generation.
A generation Z person is someone born between 1997 and 2012. This generation’s oldest are in their mid-twenties, and its youngest is about to turn tweens. Gen Alpha is the generation following Gen Z.
Typically, every business wants to reach the largest group of people for the best return. While Millennials may be the biggest consumers and Baby Boomers have the most disposable income, Gen Z is becoming more powerful.
As per a recent Bloomberg report, working professionals and young students have approximately $360 billion in disposable income. And this amount is only going to increase in the near future.
Is Digital Marketing Strategy Different For Generation Z?
Well, there is a difference in marketing strategies for Zoomers and other generations.
Initially, we need to understand what is essential for each generation. This is often decided by the events in their formative years. For instance, Generation Xers (born 1960-1979) place the most importance on status, but Millennials (born 1980-1994) place the most emphasis on authentic experiences.
So, what is important for Gen Z?
As per research from McKinsey, the thing that matters the most to this generation is the search for truth.
It will be easier for marketers to produce content that resonates with Gen Z after understanding that they are comfortable searching for information and cross-referencing data sources in their quest for truth.
Tips To Improve Digital Marketing Strategy for Business
Every marketer needs to understand their target audience: the challenges they are facing, their likes and dislikes, what they enjoy, and most important thing, their expectations from a brand.
Let us help you with some tips you can implement in your brand’s digital marketing strategy. For more detailed information read our article on Is Digital Marketing Agency Worth Your Investment?
1. Create content that is channel-specific
When it comes to multi-channel marketing, there is no one-size fits all. Marketers often use one campaign and present it differently across multiple channels.
A brand should create content for Facebook by keeping the Facebook audience in mind, and likewise for Snapchat, Instagram, LinkedIn, etc.
As a matter of fact, Generation Z prefers brands that understand how to use each social media platform uniquely.
For instance, Instagram should be for aspirational posts, Snapchat should be used for everyday moments, and so on.
2. The content should be short
Make content that is for a brief attention span. The only reason why Gen Z favors social media platforms such as Instagram or Snapchat is that it supports short videos.
Also, never forget to make content that is mobile-optimized.
3. Make videos – A lot
Smartphones are the primary means of consuming video for this mobile-first generation.
While this fact is no secret, it is beneficial for reaching out to a generation that grew up with Snapchat, Instagram, or YouTube.
4. Make it authentic
The tone, voice, and personality of your brand must exude credibility and authenticity. People must see the values behind your brand.
Why? Gen Z likes to go for authentic brands. And fun, obviously!
You can show interviews with staff, behind-the-scenes videos, bloopers, or anything that will help build a human connection.
You need to keep it real even if your budget is huge.
5. Accountable and transparent
Remember that your brand needs to be accountable and transparent since Zoomers are after the truth.
Thus, it is important for your brand to be credible so that this generation of consumers can trust you. It’s great news that they will accept you if you make a mistake as long as you take responsibility, are transparent, and accept responsibility for your actions.
6. Approach an influencer
We know you understand this. We suggest you slightly change your digital marketing strategy. You should position the influencer as the center of a strategy instead of just paying them to distribute your products.
A recent report found that 24% of Gen-Z women and 16% of men make purchase decisions based on the influence of influencers.
Influencers are an essential part of your marketing budget. They bring together the community you want to target.
Generation Z members value brands that are authentic and stand for something. Let’s use the readily available insights to guide our marketing strategies to market successfully to Gen Z.