If you can tap into the interests of your Gen Z audience and deliver the authentic connection this generation craves, you have the opportunity to grow your audience with a speed and magnitude you haven’t seen from any other demographic. Our results prove Gen Z isn’t killing email. Try these tips to improve your social media engagement and success. To be perfectly candid, most companies aren’t ready to market to Gen Z. In this email from Warby Parker, a well-known socially driven company, their story is front and center. Like Gen Z itself, marketers should go into it with an open mind. Gen Z feels confident making purchases after seeing an item on social media. Now you know the truth about Gen Z and digital marketing, and there’s no reason to listen next time the naysayers say “kids these days” are doomed to ruin digital marketing for the rest of us. Based in Los Angeles, we run global campaigns with culturally relevant content, social media and influencers. Gen Z has grown up in the age of data collection and they expect brands to use this data to deliver exactly what they want into their inboxes. OK Boomer. This is the new standard — not a ‘nice to have when we get big enough,’ but a must.”. College advertisers need to focus their advertising to Generation Z Generation Z has grown up alongside Instagram, Snapchat, and Facebook. Advertising to Gen Z shouldn’t always be long-form. How to start an ecommerce business in 7 simple steps. You won’t catch Gen Z sitting through commercials in front of the TV, or captivated by a pre-roll video ad on YouTube. If your brand tries to seem cool, it will never actually be cool. With our powerful yet easy-to-use tools, it's never been easier to make an impact with email marketing. When it comes to their response to digital advertising, Generation X aren’t all too different as may seem compared to Generation Y & Z. Kantar Millward Brown recently undertook a consumer study where they tested different types of advertising, both digital and traditional to those within Generations X, Y and Z. This updated strategy is extending to video marketing as well. However, Gen Z still has some striking similarities to the generations that came before it. Focus your emails on the sales process, keeping in mind that Gen Z shops differently than millennials or Gen Xers or baby boomers: Having grown up in the age of Amazon, Gen Z crowdsources their decisions to buy by regarding reviews of friends, strangers, and influencers. With the oldest of Generation Z graduating and entering the workforce, more and more brands are turning their sights to what’s promising to be a lucrative demographic. This email from Refinery29 uses email marketing to drive traffic to their site: As a direct line of communication that doesn’t rely on algorithms to get your message in front of your intended audience, email continues to be a powerful tool to engage and connect with your audience. According to our results, 58% of Gen Z respondents check their email multiple times a day. So, here are a few ways to leverage the above information to directly improve your marketing efforts: It turns out the Gen Zers are—gasp!—just like the rest of us: Some want to hear from companies daily, but most say weekly, which is consistent with most studies on email frequency, regardless of the age of the respondents. As advertisers, taking advantage of this can make all of the difference. When asked specifically how often Gen Zers like to receive emails from brands, the largest group—31.8%—says they like to hear from brands a couple times a week. And finally, 0.98% of our respondents say they never check their email. The most popular response was The New York Times, and in fact many news sites showed up in their responses, such as ABC, NBC, Fox, and other daily news updates. Less noise means more space for your message to grab their attention, pass their 8 second filter mentioned earlier, and engage your audience. In fact, they even include their branded hashtag as a way to be featured on their page: You don’t have to go far to see this in action. But they aren’t posting or consuming the same type of content on each platform: According to a study recently conducted by Response Media, “On Instagram, they showcase their aspirational selves; on Snapchat, they share real-life moments; on Twitter, they get the news; and on Facebook, they glean information.”. A Lincoln Financial Group study from back in 2016 showed that 60% of Gen Z already had a savings account and 54% had a checking account — more than other generations at their age. Currently, these potential customers are slipping through the cracks in your sales funnel. But not just any video will do. Another option is to include a preview of the video and include a call to action that links to the YouTube video itself. They are by far the most tech-savvy compared to other generations. A full 33% of respondents report buying something after seeing it on social media once in the past month. As a direct line of communication that doesn’t rely on algorithms, email continues to be a powerful tool to engage your audience, even Gen Z. The respondents ranked social media first (with 1,591 votes), then email (1,515 votes), in-person (1,453 votes), ads (1,268), chat (1,159), and finally through a company’s blog (970). (Time Inc. study, 2017). Your story makes your company unique and connects with your audience on a personal level, so don’t let your brand’s mission statement get buried on an obscure web page that no one visits. A cult following doesn’t just like your products; instead, they like everything about you: your products, your people, even your philosophies. In order to keep your email marketing from boring your Gen Z subscribers, include visually stimulating graphics, images, and video where you can. They can fact check and cross-reference you before you even finish typing your tweet. Gen Z entering the workforce goes both ways, you can just as easily hire a Gen Z-er to market yourself to other Gen Z-ers. COVID-19 has disrupted their educational journeys, career opportunities and much more. Make your sales pitch relevant and easy to understand. But be warned: Gen Z has little patience for companies who pander. His quote above perfectly encapsulates how much Gen Z values authenticity. As such, their acceptability and convincing powers are phenomenal when it comes to advertising and digital marketing. These young people have grown up surrounded by a diverse range of people, so it seems weird to them if a brand’s media is homogenized. They typically do not respond well to traditional advertising and seek inspiration and communication through social media platforms like Facebook and Instagram. A National Retail Federation report shows that 55% of Gen Z choose “brands that are eco-friendly and socially responsible.” If you want to appeal to Gen Z, stand up for social and/or environmental issues. A cult following doesn’t just like your products; they like everything about you: your products, your people, even your philosophies. Keep it top of mind by featuring your story frequently on your social media as well as in your email marketing. Use your newsletter as a tool to invite Gen Z into a collaborative relationship with you and showcase the results. In Gen Z marketing, video is king. Only 9% of Gen Zers said online advertising has become less influential in their purchase decisions. Think you can use the same old bag of tricks for Gen Z marketing? This site is protected by reCAPTCHA and the Google Privacy Policy and Google Terms of Service apply. The strongest similarity is probably how easily both generations adopt to new technology and implement it in their lives. If you can partner with a YouTube star or Snapchat icon, Gen Z viewers are more likely to believe their vote of confidence than your own promotional material. What is brand marketing? A Center for Generational Kinetics study from 2017 revealed that 21% of Gen Z had a savings account before the age of 10. Here’s everything you need to know about marketing to Gen Z. By now, you probably know that Gen Z is the most hyper-connected generation. Gen Z can smell phonies a mile away. About one in four Gen Z shoppers we surveyed in the US said that online advertising—including image, text, and video ads—has become more influential in their purchase decisions over the last two years. 5.2% say 6-10 and 1.6% say they’ve made more than 11 purchases. As might be expected, 82.3% of respondents claim they prefer to receive promos and special discounts through their email while 44.3% want product recommendations, 26.6% want company updates, and only 20.3% want links to blogs or resources. If you’re one of the 65% of marketers who intend to increase their spending on marketing to Gen Z, you’ll want to know which channels deserve the majority of your marketing dollars. Email remains an effective way to engage with Gen Z, and the number of email users will continue to increase as they get older and enter the workforce. To be fair, though, it’s better to wait before jumping to any concrete conclusions. Gen Z is also more openly into self-deprecating humor, whereas Millennials are more secretive about their flaws. Generation Z, also known as the iGeneration, Centennials or Zoomers, consists of everyone born after the late 90s—though there’s no official date, a common cut-off point is 1997. You should also optimize your conversion process for mobile devices so that Gen Zers can click through a link directly to your site and follow through your sales process without ever having to leave their smartphones. Since the majority of Gen Zers, 66.9%, receive 20 emails or less a day, marketers have less competition for their messages to get through than they might on other digital platforms. They also use the word boring. By completing this form, you agree to our Terms of Service and Privacy Policy. Although Millennial marketing can help guide us, Gen Z marketing is shaping up to be an entirely new thing. A Think with Google study revealed that 71% of Gen Z spends more than 3 hours every day watching online videos, whether social media videos or streaming TV/movies. Work With Influencers. Introduction As a digital marketer, you’re probably familiar with the doomsday warnings about marketing to the upcoming generation, Generation Z, which includes anyone born after 1995: They don’t check their email, they have the attention span of a gnat, and they’re killing any business that isn’t online. Gen Z—just like millennials, Gen X, and even the baby boomers before them—will be no different than any other generation. 27.9% say once, 5.9% say 6-10 times, and 1% say 11+ times. We can also glean insight into what type of content Gen Z likes. They trust one another and they trust influencers who promise products or services or brands can and will make their lives easier. By 2020, Gen Z is expected to account for 40% of all customers. Rather, non-promotional, short-form video storytelling is the way to win this audience. They also mention sports (specifically ESPN) and Vogue as some of the most popular. 17.4% of respondents subscribe to 6-20 newsletters, 3.9% to 21-50, 1.6% to 51-100, and less than 1% subscribe to more than 100 newsletters. Though not all email clients allow videos in email, there are ways to get around these limitations to include YouTube videos or gifs. The big winner, though, is short-form video, which we explain below. our guide on building a video marketing strategy from scratch, 88% of Gen Z say that “protecting my privacy is very important to me.” (, 44% of Gen Z expect advertising to be relevant to them. And to help quell the panic, we did our own research to demystify marketing to a new group of consumers. Gen Z is spending more time online than ever before—45% of teens say they’re online “almost constantly” combined with the 44% that say they’re online multiple times a day—and while a large portion of this time is spent on social media, they still rely on email. The respondents also report subscribing to newsletters about specific hobbies, such as cooking, DIY projects, and saving money. Campaign Monitor makes it easy to attract subscribers, send them beautiful email campaigns, and see stunning reports on the results. Gen Z doesn’t have one preferred platform. This welcome email from Pinewood Social immediately sets the tone for the considerate relationship they want to build with their subscribers by establishing what new subscribers can expect and offering the chance to establish their email preferences: Add a preference center to allow your subscribers to self-segment according to frequency as well as interests, hobbies, and activity and you’ll be able to deliver the most relevant content directly into your subscribers’ inboxes. People born within the Gen Z time period either saw social media platforms come alive or grew up waiting to join in. Email marketers have plenty of room to improve when it comes to getting Gen Z customers to convert as a result of email and email marketing. In fact, the majority of our respondents choose to use email of their own accord and for their own personal use. Gen Z is still very young and needs more time to mature and develop their own unique characteristics—after all, no one wants to be judged by how they acted as a teenager. It’s important you choose the right channel to deliver each and every message you want to send in order for your digital marketing to yield the best results possible for your brand and industry. All of these three top brands share common characteristics: They’re all visually stimulating. Generation Z is one of the most powerful consumer forces in the market today. Gen Z are most likely of all consumers to use “buy” buttons (56%) and shoppable photos (34%) (IAB via AdAge, 2018). The study revealed that the favourite media ad formats among Generation Z are all traditional media. How Gen Z interacts with email marketing and what they expect and want from their favorite brands. Your Gen Z audience will likely connect with you on social media as well as through email, so don’t send the same message on every single platform you use. Maybe this disconnect formed because many marketers target Gen Z through social media—which is also effective—but clearly, there’s an opportunity to capture more Gen Z conversions through email. However, especially when it comes to influencers, remember Gen Z doesn’t appreciate the hard sell and plenty of brands have experienced backlash for posts that are highly scripted and thus, inauthentic. No one understood Generation Z better than Albert Camus, a French philosopher who died 60 years ago. 29.8% say never, followed closely by the 29.5% who say they’ve bought something 2-5 times. You have the opportunity to engage a socially active, motivated group of young people who want to connect with your company and maybe even cultivate a cult following of brand ambassadors who will be loyal to your brand for life. Start there if you’re looking for where to spend your advertising dollars—but we can learn more if we dive deeper. Meanwhile, 28.5% of respondents say they’ve made a purchase 2-5 times in the past month because of an email. A whopping 64.9% of respondents say they use email for their personal communication, while only 14.4% use email for work and 19.3% use email for school. These three sites all emphasize visuals and allow videos, suggesting that Gen Z prefers to watch instead of read. With Gen Z consuming content at a rate that was unheard of only a few years ago, how do you stay on top of trends and deliver the content they actually want, that doesn’t fall flat? You’ll only have a few seconds to convince Gen Z consumers that your ad, blog post, etc. Sites geared towards younger audiences are offering more customization options when it comes to online data, leaving the responsibility in the user’s hands. We’ve collected data and advice from experts to try to unlock the mystery of these young people, but we won’t pretend to understand them completely (supposedly they’re quite into that flavor of blunt honesty). As the president of the Center for Generational Kinetics said, “This attitude is creating a major impact on brands, because Gen Z would rather own something without the logo and spend less than pay for the brand.”. When it comes to social media, Gen Z is more invested than Millennials, with 42% of Gen Z saying that social media influences their self esteem. If your company claims to support a cause, be prepared to defend those claims with proof. Gen Z are digital natives. And how to create a brand marketing strategy. Explain to your Gen Z customers how your product or service can help them. 18 Examples of Targeted Gen Z Marketing From Six Second Video Campaigns to Branded Selfie Filters Jana Pijak — May 5, 2016 — Marketing These examples of targeted Gen Z marketing range from inventive television ads to social media campaigns that aim to reach mass audiences in an organic and authentic way. Making Gen Z listen: how to tailor your advertising to specific age groups. That statistic also refers to mobile devices—3+ hours watching videos on mobile devices per day. Fashion and beauty brands are eager to find advertising avenues that resonate with consumers, ... Gen Z gamers are leading the charge in crafting their own thriving virtual worlds as … You can learn more about his career and writing services at. Here are some vital dos and don’ts advertisers should take into account when advertising to the Gen Z audience. If it isn’t already, customer retention should be a … These studies also showed that Gen Z prioritizes saving money for the future more than other generations. Generation Z (also known as Post-Millennials, the iGeneration, Founders, Plurals, or the Homeland Generation) is the demographic cohort following the Millennials. In the end, these young consumers aren’t that different from the rest of us. Evolving is as much a part of the industry as any key performance indicators or data. Ensure that your social profiles are optimized for conversions. Marketing to Generation Z. For one thing, Gen Z prioritizes saving money more than Millennials, as we explained above. Key takeaways you can apply to your marketing efforts to better engage Gen Z customers starting right now. As I’ve mentioned in a previous article, making connections has a whole new meaning for Gen Z, with the rise of technology. Instead, you want them to come back to your brand over and over again and this means you need to stay top of mind. Businesses must rethink how they deliver value to the Generation Z, rethinking scale and mass production in order to focus on personalization. Generate Loyalty Through Meaningful Interactions. Read this blog to learn more about how to reach Gen Z through YouTube video content. These results might surprise a lot of marketers, or at least they might’ve before this survey. At the moment, they’re mostly teens, tweens and children, but the older among them are just now graduating college and high school, signalling their entrance into the workforce. Generation Z (aka Gen Z, iGen, or centennials), refers to the generation that was born between 1996-2010, following millennials. Blair Zhang, China Analyst at global market research company Mintel, tells Jing Culture & Commerce that apps like Douyin are demonstrating that consumers are more receptive to personalized marketing. 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