Generation Z are born between 1996 and 2010, where they are born in an era of advanced digital technology. They heavily rely on social media, short-form content, and influencer marketing for brand discovery. This is why digital marketing for Gen Z plays a crucial role in shaping their consumer behaviour.
Understanding Gen Z’s behaviour:
“95% of 16-21-year-olds had used a mobile phone for their daily digital activity” – Statista.
As digital natives, Gen Z rely heavily on the internet for information, connectivity and entertainment. With an abundance of information online, they prefer short-form content that is easier to consume on small screens. This makes them more engaged and less overwhelmed. To capture their attention effectively, an integral part of digital marketing for Gen Z is the engagement of short-form videos and social media.
One notable characteristic of Gen Z is that they value authenticity and transparency. Instead of relying on traditional advertising, Gen Z rely heavily on peer recommendations and user-generated content for brand discovery and their purchase decisions. To craft effective digital marketing Gen Z strategies, brands need to resonate with and truly understand their preferences.
What Actually Works
- Be Mobile First
Nowadays, Gen Z use their phones more than their computers. If your website, app, or content is poorly optimised for mobile, this loses the engagement of Gen Z. Ensure that websites and content are mobile-friendly and engaging to capture their short-attention span.
- Social Media = The New Search Engine
The top platforms for product discovery, news, and entertainment are TikTok and Instagram. Utilising these platforms are crucial for increasing brand awareness and engagement. As Gen Z are more likely to trust recommendations from online figures who are authentic, one way is to collaborate with YouTubers or influencers.
- Search Engine Optimisation (SEO)
Gen Z rely on Google reviews, research, and brand comparisons before making a purchase. Strong SEO strategies help ensure brands are more visible in organic search results, with consistent messaging across platforms.
What Doesn’t Work
- Traditional Ad Formats
Banner ads, pop-ups, and long advertisements are often ignored by Gen Z. Many of them use ad blockers, making traditional digital ads highly ineffective. As a result, Gen Z prefer organic, non-intrusive content.
- Generic Mass Marketing
One-size-fits-all marketing does not appeal to Gen Z. Brands that personalise content and recommendations based on their interests and behaviour appeals more to them, Instead, brands should use targeted marketing by leveraging data-driven insights to create targeted ads.
- Long & Content Heavy Without Visuals
Content without images or videos feels overwhelming and unappealing to Gen Z, who have short attention spans. The use of bite-sized and interactive content makes marketing more appealing to them.
The Bottom Line: How to Win over Gen Z
Brands should change and adapt their traditional marketing strategies to authentic and engaging content. Those that prioritise authenticity, creativity, and influencer collaborations will stand out against competitors. In today’s digital landscape, engaging and building genuine connections with Gen Z is the key to win over them.
Bibliography:
Drenik, G. (2023, July 13). Gen Z 101: A marketing guide to connecting with the next generation of consumers.Forbes. https://www.forbes.com/sites/garydrenik/2023/07/13/gen-z-101-a-marketing-guide-to-connecting-with-the-next-generation-of-consumers/
McKinsey & Company. (n.d.). True Gen: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Sean Institute. (n.d.). Collaboration with YouTubers or influencers for marketing effectiveness. Jurnal Sean Institute. https://jurnal.seaninstitute.or.id/index.php/Juemi/article/download/512/290/1253
Vogue Business. (n.d.). Gen Z broke the marketing funnel. Vogue Business. https://www.voguebusiness.com/story/consumers/gen-z-broke-the-marketing-funnel
ResearchGate. (n.d.). Marketing to Gen Z: Understanding the preferences and behaviors of next generation consumers. ResearchGate. https://www.researchgate.net/publication/383434299_Marketing_to_Gen_Z_Understanding_the_Preferences_and_Behaviors_of_Next_Generation