Monday, 10 October 2016

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Millennial Marketing Is So Last Year – How to Reach Generation Z

Over the past few years or so, millennial marketing has received the lion’s share of attention in terms of reaching an age-based demographic.And it’s easy to see why. “Millennials have $200 billion in buying power.”But if I’ve learned anything about marketing, it’s that success revolves around perpetual evolution.

Limiting yourself to a certain mindset or set of marketing techniques will only lead to stagnation.While it’s true that millennials will continue to demand much of our attention for years to come, it’s important to acknowledge the presence of Generation Z—people born after 1995.

Why should you care about generation Z?

Although it wasn’t all that long ago that this generation was still in diapers, things have changed, and they’re growing up quick. A portion of Generation Z is already in college, and some of them have entered the workforce. They’re also consumers and currently have $44 billion in buying power. By 2018, their spending will reach $200 billion. That’s a massive increase in only a short period of time. What’s even more interesting is their overall influence on spending. In fact, Gen-Zers influence $600 billion in family spending. That’s a lot!

 As of now, Generation Z makes up 26 percent of the population, and by 2020, they’ll account for 40 percent of all consumers. Think about that for a second. In just a few short years, nearly half of all consumers will be from this generation. When marketers look at stats like these, it’s easy to see why they’re chomping at the bit to reach this demographic. 

Tailoring your marketing campaign to reach Generation Z right now can pay dividends in the long run. It should also give you a decided edge over competitors that are still primarily focusing on reaching millennials. So, let’s discuss how you can adjust your marketing efforts to better align this Gen-Zers.

Gen Z wants videos 

I think that, hands down, video content is one of the most effective ways to market to this generation. Studies have actually found that “93 percent of Gen Z say they visit YouTube at least once a week, and 54 percent visit the site multiple times throughout the day.” 

These numbers are a clear indication that video is one of your best bets for getting your brand in front of this demographic. More specifically, creating videos that serve a purpose and that are educational/entertaining can be highly effective. The whole concept of “edutainment” is really huge right now, so taking this route can bring about some solid results. 

The key is to be relatable and showcase the personality of your brand. If you come across merely as some faceless, overly-corporate company, you won’t have much of an impact. Gen-Zers want brands they can genuinely connect with. Just think about successful YouTube stars as a template. They’ve got personality and are great at relating directly to their audiences.


 To thrive as a marketer, you need to look to the future and stay on the cutting edge of things. From a consumer perspective, there’s somewhat of a generational shift that will be happening over the next five years or so. As Generation Z continues to account for more and more of many companies’ customer bases, it’s important to tailor your marketing campaign accordingly. 

Reaching younger consumers requires a different approach and different channels. By implementing these techniques, you should be able to get your marketing message in front of Generation Z. And more importantly, you should be able to build genuine rapport with them and convert them into actual customers.

Reference by Millennial Marketing Is So Last Year – How to Reach Generation Z


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