For new companies looking to market to Generation Z consumers, it’s important to understand both their spending characteristics and how much financial influence they leverage. Generation Z, the first to be raised fully on mobile phones and the internet, is a generation unique in its understanding of both social media and brands that attempt to market to them through it. They are already on track to become the largest generation of consumers by the year 2020, accounting for an incredible $29 to $142 billion in direct spending. As consumers between the ages of approximately 17 to 22 years, they also influence the spending of their family by way of household purchases, with their earned spending falling into categories such as car expenditures, groceries and fast food, hobbies and entertainment, mobile phones, studies, and things related to their appearance such as hair, clothing, and cosmetics.
It’s also critical for marketers to note that Generation Z has some pretty unique traits. As a generation of wired internet users, they are very tech savvy and mobile. They spend between six and nine hours a day absorbing media and prefer to communicate digitally, especially through social media and texting. As a result, they evaluate the substance of content in a matter of seconds, and they are quick to make decisions based on whether or not that content is distinctive. At least half of Generation Z indicates that they have purchased items that they first viewed in a paid social ad on one of their three favourite social media platforms: Instagram, YouTube, and Snapchat.
Reaching Generation Z consumers in 2019 should mean that digital marketers need to pay particular attention to the following ideas when developing a campaign.
Get your sites mobile-friendly and monitor them frequently to keep them updated.
You have to go where your consumers are, and we know that Gen Zers spend an extraordinary amount of time on their cell phones. Snapchat, Instagram, and YouTube have become huge for businesses because of them, so keeping them interested in your business means making sure your sites are mobile-friendly. If your site isn’t mobilized, you are not in a good position for raising your ranking and having an edge over your competitors. Even if you don’t know much about mobile optimization, you can follow a few short steps to get there.
First, check to see if your business maintains a responsive site that automatically resizes to fit the device in use. Second, see if you are using fonts that promote easy readability on a small screen. Third, check the ease of navigability. It should not be difficult for Generation Z consumers to tap menus and move from page to page. Fourth, always be sure that your essential content isn’t hidden or blocked by any advertisements, paid or otherwise. Last, it doesn’t hurt to create apps that simplify your customers’ needs, especially if it applies to your particular industry.
Post often and post consistently.
Generation Z spends a lot of time on social media. Be sure you’re posting relevant, well-written, and keyword optimized content that is both comprehensive and diverse. Generation Z consumers are going to be looking for content that is fresh, and Google appreciates uniqueness, too. Be certain that content you are posting does not have duplication issues to not only improve your ratings but also to maintain the interest of those consumers who spend a good portion of their day scrolling through social media sites.
Generation Z is also interested in the opinions of their peers and influencers, so utilizing user-generated content will help you garner, original content. Try to include positive and uplifting articles, as Generation Z is a hopeful but realistic generation of consumers. While you want to share information that gives a clear and accurate portrayal of your brand, it’s important to focus on the positive as much as possible in the delivery of content.
Feature their values and faces.
Generation Z has friends that come from a variety of backgrounds and represent many ethnicities. If your brand does not feature diverse faces, the Z’s will likely question your authenticity, trustworthiness, and brand values. Instagram and YouTube are social media channels that are perfect for captivating those Generation Z consumers through image and video. If you aren’t sure how to make a YouTube channel name and leverage its value for marketing, you may want to experiment with it. Instagram, too, can allow you to include advertisements and content that are images reflective of Generation Z.
Businesses that make a conscious effort to include images of Gen Z’ers across all of their social media channels will likely find more success than those who don’t. Use marketing missives that focus on their awareness of a troubled planet, that appeal to their sense of justice, and that capitalize on their overwhelming independence.
What are some Generation Z characteristics that you believe affect a marketing campaign? Feel free to share here.
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Founder Dinis Guarda
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