In the past few years, many businesses have focused their marketing efforts on reaching the millennial generation. Today, the youngest millennials are finally entering the workforce making way for the next generation of influencers, Generation Z (Gen Z). According to Forbes, Generation Z is typically defined as those born between the years of 1996 and 2010. Gen Z’s and millennials might share commonalities, but don’t let that fool you into thinking Gen Z’s will respond to the same type of marketing. If you want to capture the attention of this influential generation, it’s important to understand their lifestyle. Here’s a look at what makes Gen Z’s different and what these differences mean for your marketing strategy.
The digital world is their world
Generation Z is the first generation to grow up completely immersed in a digital environment. Having never lived in a world without internet, connecting and engaging through digital media is not necessarily a conscious decision, but more so a part of this generation’s culture. According to a study by Goldman Sachs, nearly half of Gen Z’s are connected online for 10 hours or more per day through their mobile phones and other devices.
Take advantage of Generation Z’s mobile attachment by incorporating text messages into your marketing strategy. These digital-first thinkers are available to see your ads at any given moment on their mobile devices. With text marketing, you can target mobile users in Delaware, Maryland or Pennsylvania to help drive Gen Z’s into your local business. Text messages are reported to have an open rate of 90 percent within 3 seconds, making text marketing an extremely effective way to reach mobile audiences (Adobe).
They do their research
Generation Z’s digital penchant might lead you to believe that they also prefer a digital shopping experience, but research shows that’s not the case. According to a study by NRF, 67 percent of Gen Z’s shop in brick-and-mortar stores most of the time, with another 31 percent shopping in-store sometimes, which indicates 97 percent of this cohort shop in brick-and-mortar stores at least some of the time. Once a Gen Z decides to visit your store, what sets them apart from other generations is how well-informed they are about the items they plan to purchase. According to IBM, 98 percent of Gen Z’s know exactly what they’re looking for when they walk into a store. For Gen Z’s, the decision-making process begins with online research where they look at cost, quality and user reviews. When it’s time to buy, the Gen Z shopper already knows what item they want and where they can find it.
If your goal is to attract Gen Z shoppers to your business, you’ll need to capture their attention while they’re still in the online research phase of the purchase cycle; and the best way to do that is by grabbing their attention with video. Because Gen Z’s spend more time conducting online research, it’s important to provide them with as much information as possible about your business’s products and services online. In addition to written descriptions and images, including informative videos on your business’s website and social media pages will help Gen Z’s discover the features and benefits of using your products.
They’re more fiscally conservative
This is where Generation Z’s and millennials really differ. According to Goldman Sachs, Gen Z’s are acutely focused on the financial consequences of their decisions, which is a far cry from the millennial mentality to “follow your dreams at all costs.” Evidence of these opposing ideologies is also seen in generational definitions of success. According to the Cassandra Report, 66 percent of Gen Z’s believe that having “a lot of money” is evidence of success, while only 44 percent of millennials believe the same (Goldman Sachs). “A survey by Lincoln Financial Group found that Gen Z is saving much earlier than previous generations – 60% of them already have savings accounts. The same survey revealed this generation’s top three priorities: getting a job, finishing college, and safeguarding money for the future (Precision Dialogue).”
The fiscally conservative nature and age of Generation Z’s make them less likely to splurge on non-essentials like satellite radio. If you want to reach the Gen Z market, radio advertising is where you want to be. Targeting Gen Z’s through radio is easy because of their very predictable school schedule. Gen Z’s are also more likely to listen to new music, making it easier for you to determine which local stations will best reach this demographic.
Ready to start marketing to Gen Z?
If you want to reach Gen Z’s with your marketing, understanding their differences is the first step towards developing a well-rounded marketing plan. The experts at FMDi understand how to reach Gen Z’s through text message, video and radio marketing in Delaware, Maryland, and Pennsylvania. If you’re not sure where to start, contact FMDi for a free marketing consultation today.