Here they come! Graduating from college and beginning their career journeys, and soon enough they'll be the business-to-business buyers we'll be targeting and marketing to.
Marketing to Gen Z has become a top priority for businesses looking to capture the attention of the next generation.
Gen Z, born between 1997 and 2012 (give or take a couple of years in either direction), has grown up in a digital world in which technology and social media have played a dominant role in their lives. As a result, to reach Gen Z, companies must adapt their marketing strategies accordingly.
However, to effectively market to them, we must first understand their characteristics and behaviors.
Gen Z is known for being tech-savvy and socially conscious, and for seeking authentic experiences. They value quality, service, instant gratification, and personalization. They are highly adept at filtering through traditional advertising, and they are drawn to brands that create an emotional connection. They are willing to pay a premium to align themselves with brands that share their values.
So, what does all that mean as we look to target our future buyers?
If we focus on two critical components—a digital-first approach and the customer experience—our companies will be successful in not only reaching but also retaining this loyal demographic.
Digital-First Marketing
As a generation that doesn't know a world without the Internet, Gen Z buyers are making decisions based on what they find online. Having a presence across the digital spectrum is therefore vital to marketing success.
This generation can search for companies, cross-compare services, and read reviews all within a matter of seconds online. Long gone are the days of speaking to a representative; this group of self-starters prefers to research and connect in ways that feel natural and are authentic to them.
Let me share an example. Recently, I was speaking to my Gen Z stylist, who had purchased a new vehicle and was looking to shop for insurance. After submitting an inquiry online, she was bombarded by phone calls from agents requesting information. However, one agent texted and requested the same information. She ultimately selected that agent (even at a higher price point)—all because the person used a more digital and familiar approach to connection.
Digital channels and media—websites, videos, email, apps, texts, social platforms, etc.—are therefore critical to attracting new buyers. But, although a company's value proposition should be consistent across channels, the content itself should not have a one-size-fits-all approach.
Tailor it
Adjust content by channel to connect the right message to the right platform. Link relevant channels within the content, and make it easy for Gen Z to navigate from one to the next. That's a top priority for this generation.
Use video (and keep it succinct)
Your Gen Z customers are more likely to interact with video, and it fits into almost every digital platform. It's also a great tool for taking a complex offering and making it easier to understand. Also, keep in mind that this generation has spent most of their time scrolling, so keeping length short is important.
