What brands need to know when marketing to the new age customers
Gen Z is getting the attention of brands as they are becoming the most significant world consumer. This generation includes anyone who was born in 1997 or after. Most consumers are either studying or have recently stepped into the job market.
What is so special about the zoomers?
Known as the ‘digital natives,’ these young people strive to connect virtually. They are tech-savvy and intelligent and have a solid social responsibility. This group is also the most diverse and educated generation, and they go beyond labels in terms of interactions.
Branding strategies for Gen Z
Regarding marketing, brands must modify their strategies to connect with this generation. This is because these individuals have different needs, diverse preferences, and unique ways of interaction. Targeting this group requires knowing them up close and understanding their worldview. By doing so, brands increase profits and stay relevant and updated with the market trends.
Five ways to connect with the new-age customers effectively
1. Make your brand mobile-accessible
As a brand, your website should work smoothly on the phone. Every Zoomer has a mobile, and no one has time to open a laptop and browse your product. Ensure your website is optimized since people switch from one page to another within seconds. Secondly, it is essential to be available on all social media platforms with content that speaks the same message. Your brand should be posting engaging content on Snapchat, TikTok, Instagram, and YouTube.
2. Embrace the influencer market
Gone are the days of paid scripted commercials with actors promoting products. Gen Z wants authentic products, and they buy stuff they can see is valuable. It is important to approach social media influencers who have the utility of your product. When young people see these influencers using your products, they can envision their own life with your brand.
3. Be a socially responsible brand
This generation includes individuals passionate about making the world a better place. These individuals are brave and stand up for rights. Make sure your brand shares the same sentiment as this will build a strong bond with your audience. Show what you stand for through actions more than words. This involves working on social campaigns, collaborating with nonprofits, and standing up against injustice.
4. Interact with your audience
Unlike traditional one0way marketing strategies, Gen Z marketing requires a connection. Your customers need more from you than just products. This requires making interactive polls and question-answer sessions on Instagram, Facebook lives, and creative videos on TikTok. You can make your brand interactive through prompt replies and creating a customized experience for the audience.
5. Create an urgency
Brand brands need to know about Gen Z because they fear FOMO the most. Create urgency in your campaigns through time limits and discount deals limited to a couple of days. You can also introduce a ‘limited edition’ product to create a demand. Moreover, contact them through text messages or social media posts instead of sending emails.
Although Gen Z looks daunting because of their differences, these people are passionate and aspirational. If a brand targets its needs properly, they become a loyal customer for the long term.