Born between 1995 and 2010, Generation Z have been connected to technology and the internet from birth. So, it comes as no surprise that this generation are the biggest online consumers (I would know). And although they may not be your target audience now, they will be one day.
Generation Y, also known as ‘the millennials’ are often viewed as the target market for new products and services, however this approach fails to include the fast-moving generation that came after them. Through focusing your marketing efforts towards Generation Z, you can also capture Generation Y as they use a lot of the same social media channels and technology platforms. Therefore, when targeting only Generation Y, you fail to reach Generation Z and risk losing business.
Gen Z attributes and capturing their attention
Generation Z are empowered by the click of a button. They are the world’s first truly global generation, connected to anyone, anywhere in the world, any time of day or night. As a generation, they are ambitious and very career driven, they are switched on and socially conscious.
Rather than having loyalty to a particular brand, they are more concerned about the quality of a product or service. So how do you capture their attention?
Due to their short term thinking and high multi-tasking tendencies, this generation has an 8 second attention span. So, to communicate with them you need to be visual. You must be relevant, if they are replacing text via images, emojis and gifs, you need to as well.
Top marketing tips
1/ Long text and complicated instructions should be replaced by video, animation and infographics.
2/ Responsive web design is pretty much non-optional. Having a mobile first marketing approach will allow you to not only grab their attention, but also retain it.
3/ Influencer marketing is one of the most popular methods to reach a younger demographic. This generation buys into a story, a person or a product they can get behind rather than just the name of a brand. Influencer marketing allows you to capture and showcase different aspects of your product or service through a highly trusted person.