February 4, 2019 | By:

4 Tips for Boosting Your Digital Marketing Strategy for Gen Z

For years, marketers have focused their attention on Millennials. However, as we delve deeper into the twenty first century, a new generation of consumers have come of age to play an active and valuable role in society: Generation Z.

Who is Generation Z?

According to Pew Research Center, those who were born between 1997 and 2012 fall under the Generation Z demographic label. Studies have also shown that Gen Zers are estimated to account for 40% of all consumers by 2020 and that they have a buying power of a whopping $200 billion—which is more than the buying power of Millennials and the generations before them.

While Millennials are considered to be pioneers of the digital age, Gen Zers are digital natives—that is, they are actually born and raised with smart devices and the Internet, and a whole world of information literally at their fingertips. As such, these young buyers have a unique set of consumer preferences and present a new challenge for marketers.

4 Tips for Boosting Your Digital Marketing Strategy for Gen Z

With such unparalleled potential, Gen Zers are now considered as the next consumer powerhouse, and it’s crucial for marketers to reshape their marketing strategy to stay relevant with Gen Z’s consumer behavior. Here are tips on how to cater to the needs of Gen Zers in your digital marketing strategy:

1. Prioritize a mobile-first strategy

Being born into the world of smart devices, it’s not surprising that Gen Z’s digital world predominantly exists on mobile. In fact, studies have shown that 45% of teenagers use the Internet “almost constantly” and that majority of their Internet activity is done through smartphones.

That said, it’s important for marketers to prioritize a mobile-first strategy when catering to the younger generation. This includes curating content that’s optimized for mobile and to ensure that your business website is mobile-responsive and considerably fast.

2. Create fun and authentic content

Studies have shown that compared to Millennials, Gen Zers prefer to use social media for fun and entertainment than to stay in touch with family and friends. Additionally, in the age of digital marketing where users are bombarded with sponsored ads and the like, brand interruptions on social media are not well-tolerated by Gen Zers. In fact, as they are exceedingly tech-savvy, they can immediately spot and easily maneuver away from shady and annoying marketing ads.

It is therefore imperative for brands to create content that’s not only fun and entertaining but also unique enough to stand out from the sea of information available on the Internet. Aim to reach your target audience organically by curating marketing content that speaks your authentic brand voice in bit-sized pieces (less than a minute or so).

3. Focus more on Instagram and Snapchat

Social media claims a huge presence in the lives of Gen Zers, but their preference is far from today’s established social media giants. Research has shown that Gen Zers prefer more private and anonymous social media platforms such as Instagram and Snapchat over less-private platforms such as Facebook and Twitter.

More specifically on this note is that Gen Zers like to digest ephemeral content in the form of Instagram Stories and the like where content disappear after 24 hours. Thus, it’s important for brands to embrace spontaneity and adopt a more informal front when producing content for Instagram and Snapchat. It’s also advisable to create different audience personas to better personalize your content.

4. Adopt influencer marketing

While Millennials tend to follow and directly interact with brands that they like, Gen Zers are the opposite. They place more weight on the opinion of social media influencers, and they are revealed to prefer real people to celebrities when it comes to ads.

To successfully incorporate influencer marketing into your digital marketing strategy, it’s important for brands to find the right influencers who share your brand’s values and vision. It’s also essential to give influencers creative freedom in curating their content, so as not to compromise the authenticity of their voice. After all, they are trusted by your target audience for a good reason.

In conclusion

The digital landscape is constantly evolving, and so are the preferences of audiences. As Gen Z gains momentum in the field of eCommerce and digital marketing as a whole, it’s more important now more than ever for brands to stay at the forefront of what’s relevant to the next generation of consumers.

If you want to know more, or if you’re interested in having Ilfusion help you with any of your digital marketing needs, give us a call at 888-420-5115, or send us an email to creative@ilfusion.com.

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