The time for change is upon us. Soon enough, the lion’s share of your marketing attention will switch from the Millennials to Generation Z. Be warned, these new kids on the block are a whole lot different to their predecessors. For one, they’ve grown up with the internet being a way of life, so they know their way around the world wide web!
If you want to appeal to Gen Z, you’re going to have to up your digital marketing game. Quite simply, everything you think you know about advertising online is about to change and you have to be willing to embrace this transformation if your business is to carry on attracting customers for years to come.To find three digital marketing strategies that you should be embracing in your bid to appeal to Generation Z, make sure to read on.
Show that you care
Generation Z have grown up with instant access to information regarding the environment, politics, and general world affairs. This means that they are more clued up with regards to what is going on in the world than Millennials ever were. More importantly, this means that they care about the world more than their predecessors.
To appeal to this young, clued-up audience, it is essential that you showcase the fact that you care about the world whenever you run a digital marketing campaign. This can be achieved by advertising all of the great things you are doing to protect the planet and help out charities.
Make things quick and easy
Again, due to the fact that they have grown up blissfully unaware of a world in which the internet doesn’t exist, Gen Z’ers know how fast the web can be. As a result, they aren’t going to tolerate pages that are slow to load or content that doesn’t buffer instantly. Instead of berating this perceived lack of patience, use it as inspiration to ensure that you provide digital content at a world-record pace going forward.
Your content shouldn’t be the only thing that is quick about your digital marketing endeavors, though. Something else that you should also seek to speed up is the way in which you collect consumer data. Quite simply, the Gen Z crowd aren’t going to take too kindly to long-drawn-out surveys and questionnaires — as soon as they realize something is going to take them more than ten seconds to complete, they’re going to high-tail away from it in search of the instant gratification their Instagram feed provides them. Instead of emailing your Gen Z audience with a request for them to answer questions about your level of service, make a smiley-face feedback button available to them. This will allow them to voice their opinions on your business without having to do or think about practically anything. You still, however, end up capturing the feedback you need to improve the services that you provide.
Go mobile
According to IBM, 75% of Gen-Z’ers use their smartphone more than they use any other technological device — well, they’ve not been nicknamed the iGen for nothing! This means that you must go the extra mile to ensure that your digital marketing campaigns can be seen and engaged with on mobile devices.
When setting up a mobile marketing campaign, you must:
- Remember to give your audience the choice of either opting-in or opting-out with regards to further correspondence with your business.
- Don’t dismiss the importance of SMS — it might be pretty old-hat now, but it is still an incredibly personal form of communication.
- Be succinct with the written content and copy that you upload to your site.
- Consider issues regarding data management (what data are you capturing? are you creating a mobile profile for your audience members?)