Brands and Advertisers have come to reality with the necessities of this vital marketing fundamental: “segment and define your audience”. Using technologies such as CDPs to segment your target market is crucial to the success of your marketing and conversion efforts. When your marketing messaging is aligned for each specific audience, your digital marketing campaigns are better positioned to generate efficiencies. Not only will those prospects interacting with your Ads be thanking for the personalised messaging, even so the praise by your management team cut down on wasted spend towards untargeted audiences will not go unrecognised.
If you’re aiming to be one of the top marketers around in 2022 no doubt you must be accounting for the subset of a dominant audience for the years to come. More than ever our messaging and branding tailors to focus on Generation Z marketing (also referred to as Gen Z marketing). This dominance is so much to be approximated to be 40 percent of consumer markets. Unbelievably this cohort of demographic have nearly $150 billion in spending power, resulting in a gold mine for untapped sustainable business growth that can no longer be turned a blind eye to.
But who are Generation Z
Generation Z includes people who were born in the mid-1990s to 2000s. Many of them are today’s teenagers. The oldest members of Gen Z have just joined the workforce or are in college. Being one of the most ethnically and racial diverse groups but also diverse in their mindsets. While millennials are digital natives, Gen Z
are social natives defined by resilience, ingenuity, pragmatism, as having to navigate some of the greatest societal turmoils and with post-pandemic world presenting many challenges this generation highly values education so here is what stands out to this hopeful and optimistic audience!
1. Generation Z leans toward Companies with a Purpose
Many Generation Z consumers prefer socially responsible brands and specifically seek them out. Developing marketing strategies for Generation Z will require you to communicate your brand’s values and how it positively contributes to societal issues such as sustainability and philanthropy.
2. This Generation Wants a Relatable and Personalized Approach
Younger generations are looking for a thoughtful, tailored experience, not a one-size-fits-all approach. It is important to tailor your digital advertising and email marketing campaigns accordingly. Segmented email lists are a good way to market to Generation Z leads.
3. They Value their Privacy
Privacy-focused digital solutions are crucial as the privacy-first web rolls out and third party cookies are deprecated. You must expressly guarantee the security and safety of your target audience’s information and present privacy policies and privacy safe solutions for data dissemination to various technologies that tie in the delivery of these personalized strategies.
In addition to valuing privacy, Gen Z gravitates toward apps that offer private and anonymous content creation capabilities. Marketing teams should therefore use direct channels like Snapchat and Facebook Messenger to connect directly with Generation Z consumers.
4. Leverage Influencer Marketing for Impactful UGC
strategies for Gen Z. It is, therefore, important to tap into user-generated content and allow influencers to influence your brand’s reach.
If you’re seeking to evaluate your approach to Gen Z marketing, reach out to Emerge Digital to setup your campaigns for success in 2022 and beyond
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