The growing presence of generation Z is clearly making an impact not only in our current society but in the marketing industry. Their spending power which is estimated at $143 billion is something modern marketers should seriously consider because it does have a huge influence on the present global economy.
What is Generation Z
Just as we thought we have understood the Millennials who challenged the status quo and transformed several industries, a new age group called generation Z came up. Generation Z is short for zoomers. It refers to an age group born between 1996 and 2015. This group, according to research, is totally different from Generation X because it has different and unique beliefs and needs.
Presently, Generation Z is composed of about 40% of consumers worldwide. The size and magnitude of its purchasing power make the Gen-Z a force to reckon within the current global market especially in the years to come.
Members of Generation Z were born at the height of the technology boom. That said, they are expected to have a solid grasp of modern communication and information technology. Even at a young age, many of them already possess a skill set a majority of adults don’t have.
According to a leading American research firm Pew Social Trends, Gen-Z is going to bear the consequences of the pandemic for a long time. This will result in a competitive job market and a high demand for people with outstanding skill sets. The research firm also predicted that more people from Generation Z will consider a career in search despite the ever-changing playing field of search engine optimization.
How Zoomers Interact with the Market
As said earlier, Zoomers really play a different game in the market compared to the prior generations. They are hard to engage because they want to see brands that reflect their personal values. Zoomers is a generation that believes brands should be accountable for their claims and should work to earn the loyalty of consumers.
If you think these are all the common Gen-Z traits that make them different, you’ll be surprised to know one more thing. At eight seconds, Zoomers have the shortest attention span of all the known age groups known to this day.
To adjust to Zoomers’ traits, marketers are doing a lot of new strategies in the hope of winning the attention and interest of a growing market. So far, they have discovered a few things that can catch the eye of these young consumers. These are experiential marketing and social media marketing – as Zoomers are moving away from traditional viewership like television. It’s the reason why as a marketer, you need to consider alternative marketing avenues such as social media to engage with this demographic.
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How Generation Z Uses Search
The information about Gen-Z points to one thing: Searching is its favorite method of getting information. It only means that through search, it would be easier for marketers to engage with this demographic.
As we are all aware of, search engines came ahead of zoomers. As such, we should expect them to be highly knowledgeable and well-versed with this tool. After all, they grew up using it. With the help of professionals like the SEO services that Denver businesses trust, you can make your site more visible online.
Most Zoomers believe that answers to any question are always available from the webso they use search to discover more. Unfortunately, Generation Z’s attention span is so short at eight seconds. Despite this “impatience”, zoomers could stay focused on topics that catch their interest. Moreover, their lack of concern for brand loyalty is a clear indication that zoomers are less likely to choose websites of big brands over smaller ones. Their preference for long-tail keywords over shorter queries is something that allows them to find what they’re looking for.
Finally, since most Zoomers are glued to their mobile devices, it would be safe to say that the smartphone would be the best way to connect with them. As a matter fact, many companies have already taken notice of this and are moving towards having a mobile-friendly website. This means that as a modern marketer, you should optimize your company’s website for mobile and make sure that its speed can beat the Gen-Z attention span. This will enable you to successfully connect to and engage with your audience regardless of age – should they choose your website above the rest in the search results. You will need help from professionals like the SEO services in Denver that area website owners hire to make this possible.
How to Use Digital Marketing to Attract Generation Z Customers
Despite being aware or knowledgeable of new technologies, many young people in this generation are not expected to pursue a career in information technology or digital marketing. But even if they choose a different career path, there’s a chance that some of them will likely interface with business managers, like you, at some point in time – either as customers or a customer’s representative. In fact, a lot of Zoomers are now working and many are expected to follow year after year.
In 2020, Zoomers have already taken 24% of the global workforce. That said, it would be prudent for marketers like you to start adapting to this new market and build a good relationship with its members this early – for they are the future decision makers of your valued clients.
Here are 10 Gen-Z Marketing Strategies that Should Work Well for your Business, Moving Forward:
1. Post Eye-Catching Visual Content
Zoomers are said to be born with smartphones, but their attraction to eye-catching content is still evident up to this day. Besides, this age group sees static content as boring.
The Gen-Z population is not attracted to long-form content such as lengthy articles that require minutes of reading. It is more interested in bite-sized video which is entertaining and easier to understand. Short videos with music, effects and overlays are proven to be effective for targeting young customers. The Generation Z is one of the reasons why TikTok is a huge success.
2. Use Interactive Content to Encourage Audience Participation
According to research, a huge part of the Generation Z is obsessed with social media because it is a combination of creativity and interactivity. These are two factors that they find compelling because young internet users want to do something when they’re looking at your post. Many of them actually think social media is a game of call and response.
To make this possible, you should post content that encourages interaction or participation from young customers who want to speak their mind. Being valued as individuals is important especially to young people. It is actually a huge factor that can convince them to support a brand.
3. Publish Time-Sensitive Posts that Touch their FOMO
FOMO which stands for fear of missing out has a huge influence on a Zoomer’s purchasing decision. To tap to your young customers’ FOMO, post time-sensitive content that “disappears”. The fear of letting an opportunity slip through their fingers can compel a young consumer to purchase on impulse. Example: “Today Only. 50% Discount on All Items.”
4. Allow Customers to Tag Themselves through User-Generated Content
As a marketer, there’s a way for you to encourage interaction among your Gen-Z audience. It is called tagging. Here are some suggestions:
- Encourage your followers to share user-generated content with your branded hashtag (Ex. customer photos, etc.).
- Allow customers to tag photos of themselves at your physical store
- Ask your customers to tag their friends on a user-generated content that encourage people to bring potential followers to your business’ social media page
- As a brand, you should boldly ask zoomers what they want, and use their response as the basis for your call to action (CTA) in your posts.
- If your brand has a physical location, use it to tickle your younger customers’ fancy to be “seen in the wild”
5. Show that your Brand has a Sense of Humor
Young customers are particularly attracted to brands that look “fun” and “cool”. It must be one of the reasons why the Gen-Z crowd are in love with meme-centric social content. But it’s not only the zoomers who love brands that show their human side. This attraction actually started with millennials.
In today’s competitive market, it is important for brands to have a distinct voice and show their human side especially on social media interactions. Being human means being natural, spontaneous and unpredictable.
6. Be quick to Respond to Your Followers
As you can see, unlike its predecessors, Gen-Z has a different mindset and attitude towards brands. When zoomers decide to follow you, they don’t really commit to stay loyal to your brand unless you give them your undivided attention. Remember, 75% of Generation Z folks require brands to interact with them especially when they post comments and feedback on your posts. They view responsiveness as a measure of your brand’s authenticity. They follow brands that respond to their queries quickly.
7. Be Proud of Your Brand’s Values and Beliefs
According to a survey, consumers expect much from brands in terms of concern about social issues. Well, Gen-Z is no different, for zoomers are known to support causes and patronize brands who have concern for society. They want brands to take an active role in promoting the welfare of society as part of its values.
As a business manager, you should cultivate values that foster the general welfare of society, and make it known in your community and market. This will correlate with Gen-Z’s desire for self expression. When doing so, be sure to present your position on social issues professionally and in good taste. Doing it wrong can have negative effects on your brand.
8. Leverage the Power of Influencers
The use of influencer campaigns as a marketing strategy actually started with millennials. Yet it still has a similar effect on the Gen-Z population. Influencers are individuals people see as an authority on a certain subject. When they recommend a brand, it can certainly deliver lots of results and benefits.
Like millennials, zoomers believe in influencers. Statistics on the purchasing behavior of Gen Z consumers show that using influencers is the best way to reach younger consumers.
9. Provide Mobile Customers with Great User Experience
Currently, the use of smartphones among the Gen-Z population is universal and a large majority of zoomers use it to access the internet. As a matter of fact, most young people whether they have purchasing power or not, spend at least four hours a day online.
As a marketer, you should see smartphone usage as a business opportunity by making your business accessible to shoppers via a satisfactory mobile experience. Make it possible by optimizing your website for mobile and making sure that your targeted customers, especially the ones with short attention spans, can access and understand your content.
10. Offer Discounts to Add Value to Your Marketing
Everything in the business world is centered on cost, and people regardless of age are certainly attracted to opportunities that allow them to minimize costs. All of your targeted customers including the Gen-Z consumers would certainly be happy if you offer them discounts on your products or services.
In doing so, you will be able to establish a consumer base composed not only of practical minded young individuals but of people who want to get real value for their money.
Marketing to a younger customer base particularly the Generation Z has become more compelling today because it is a growing market with its own voice and behavior. As a marketer, you need to make a different marketing approach to engage with this market. Make this task easier for you by working with search engine professionals like Muzeum Marketing. We’re an experienced SEO company in Colorado. We can help you do it right the first time. We’re MUZEUM MAREKTING.