Gen Z, the youngest generation, has rapidly become overwhelmingly relevant for marketers everywhere. And with their spending power rising, as they enter the workforce, they’re only going to continue becoming more relevant.
While there’s no definitive cutoff point for when this generation began (most say it’s during the mid-to-late 90s), there is one defining factor that characterizes them. This generation was raised with social media and smartphones from the start. “Hey, remember what life was like before the Internet?” is not a phrase you’ll ever hear from them. They’re digital natives, if you will.
Need some pointers on getting engaged with Gen Z? Here’s five tips to help.
Be authentic and transparent. Gen Z can sense manufactured corporate speak coming from a mile away. That’s why it’s important to inject as much authenticity as possible into your brand’s presence. Transparency is key. These customers want to know details such as where their data is going and what you’re using it for. Is it safe and secure? And will you hold yourself accountable when you make a mistake? That’s what Gen Z expects. It’s your job to deliver.
Cause marketing. This generation likes to support brands that represent something more. According to a study from DoSomething Strategic, an association with a social cause has a positive impact on the overall impression of a brand for 66% of Gen Z customers. Furthermore, more than half of these customers (58%) say they’ll be more likely to purchase that brand thanks to said association.
The study goes on to highlight that, although cause marketing is clearly effective for Gen Z, many brands aren’t doing a great job of communicating the causes that they support. In order to reap the full benefits of supporting a cause, your brand will need to more fully integrate that cause into its marketing.
Reach out on social media. When it comes to Gen Z, there’s no generation more likely to interact with your brand on social media. In fact, according to Nielsen, they’re 59% more likely than every other generation combined to connect with brands on social media. What that means for your brand is that it has to get active. If you want to win the hearts of Gen Z, it’s important to actually engage. Not just post.
Mobile marketing is essential. Gen Z lives on their phones. And that’s not an exaggeration. According to the Center for Generational Kinetics, 55% spend 5 hours or more on their smartphones per day. And 26% of them are using smartphones for 10 hours or more per day! (Wow.) If you want to reach Gen Z, you need a mobile presence. What that means for you? Here’s a few pointers.
- Make sure your website is optimized for mobile.
- Consider how your social media posts will look on a smartphone.
- Add a mobile component to your loyalty program.
Consider their attention span. However you’re reaching out, it’s important to note that the average Gen Z customer has a shorter attention span. In fact, it only lasts 8 seconds! (Forbes) Grab their attention with snappy marketing copy, get to the point, and don’t waste time rambling on.
Engage Gen Z With CoGoBuzz
Engaging Gen Z just got a whole lot easier. And it’s all thanks to CoGoBuzz.
With our state-of-the-art, digital marketing service, engaging Gen Z is simple. CoGoBuzz leverages WiFi, SMS, and Email solutions to promote your business directly to your customers’ mobile devices, right where Gen Z lives and breathes. Our services hooks you up with automatic social media followers, more repeat customers, and even a totally digital text-based loyalty program.
What steps has your brand taken to engage Gen Z? Let us know in the comments!