7 Ways Marketers Can Reach Gen Z. Tune in April 7 and find out how to provide stellar customer care with social media in our free webinar. This cohort of consumers is more connected than any other, making them perhaps the most accessible age group of all time. Though the market is ripe for businesses, marketers and brands have consistently struggled to build relationships with this new generation of consumers. Through meaningful interactions, you find connection points between your brand and the consumer. Engage with, and listen to, your audience. “Authenticity is no longer an option for brands targeting Gen Z. It takes a clever blend of realness and relatability for brands targeting teens to be successful,” Witt said. “The top marketers today understand their customers at a fundamental level,” says Josh Steimle, CEO of digital marketing agency MWI and author of Chief Marketing Officers at Work. Humans naturally enjoy being rewarded immediately rewarded, but Gen Z only knows a world with the immediate gratification of the Internet Age.
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A generation ago having a mobile phone, let alone a computer, that fits in your pocket was a novel thought but Generation Z was born with a mobile phone in hand. Today that mobile phone is a smartphone more powerful than the supercomputers of a few years ago. This cohort of consumers is more connected than any other, making them perhaps the most accessible age group of all time. Though the market is ripe for businesses, marketers and brands have consistently struggled to build relationships with this new generation of consumers. Here are seven ways marketing experts are doing it correctly.
1. Use the right ‘ROI’.
“When I hear ROI, I think of return on interaction, rather than investment,” says Connor Blakley, co-founder of YouthLogix. “You have to talk with them, not at them. Through meaningful interactions, you find connection points between your brand and the consumer. ”
Don’t use a social media channel like Snapchat as though it’s a modern day version of TV. Engage with, and listen to, your audience. The most successful Gen Z marketers spend time listening to customers and understanding what they want rather than throwing out solutions and hoping something sticks.
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2. Be authentic.
“Be real,” says Greg Witt of Immersive, a youth insights and marketing agency. “At a time when mall brands like Pac Sun, Quicksilver and Wet Seal are struggling to connect with Gen Z, brands can take cues from Levi’s,” Witt says. “Levi’s strategy is to push it’s realness and relatability throughout targeted niche cultures with engaging experiences that appeal to young people who want access to the brand’s authenticity.”
Levi’s strategically selects brand ambassadors who fit their DNA. They may not be the most popular influencers, but they have personalities that “fit” the brand. “Authenticity is no longer an option for brands targeting Gen Z. It takes a clever blend of realness and relatability for brands targeting teens to be successful,” Witt said.
3. Think fast.
With so many demands and options to choose from, today’s youth seem to value their time more than their predecessors. It’s not that youth have a short attention span. Many millennials and Gen Z read thousands of pages of Harry Potter, and they’ll binge…
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