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.
Harness social platforms
Social media is an integral part of Gen Z's daily life. Platforms such as Instagram, TikTok, LinkedIn, etc. allow businesses to showcase their offerings, highlight culture, share company values, feature employees, and engage with users to create an authentic brand image.
Embrace technology
The industry is changing at a breakneck pace, and this generation is quick to adapt and adopt. Companies that embrace emerging tech will gain significant advantages over their competition.
Gen Z has been at the forefront of technological advancements in our society (metaverse, AI, VR, AR, etc.), so incorporating tech should be ingrained into your strategy and execution.
Measure effectiveness
Digital marketing allows the unique opportunity to target campaigns, test their effectiveness, and pivot if necessary. Take advantage accordingly to modify your marketing strategies to yield higher ROI.
Customer Experience
Although digital is at the forefront of most interactions, the emotional connection of touchpoints cannot be ignored. Consumers in all industries have higher expectations, and that fact mandates marketers offer a tailored, seamless customer experience.
Gen Z is quick to express dissatisfaction with the buying experience (just take a look at reviews on Google and Amazon). Accordingly, service, instant gratification, and personalization have become areas where brands are now competing with one another.
Service
Gen Z has a desire for responsiveness, convenience, and a curated approach. To adapt to those needs, companies must prioritize easy ways to get in touch or provide self-serve options to gather information.
The Internet is always on, and so members of this generation have an expectation that they can connect regardless of the time of day. Embracing technology (e.g., chatbots), creating self-guided experiences, and including FAQs can help foster connection.
Instant Gratification
Along with the world of instant information, there is a desire for instant results. Gen Z is conditioned by a world full of immediate likes, shares, and comments; prioritizing speed is therefore more critical than ever.
Authentic and Personalized Experiences
Brands that appear to understand Gen Z's lifestyle and have a shared set of values have a better chance of attracting them as customers. However, just as important is the ability to see these buyers as individuals—and personalizing accordingly. Personalized communications, service, and experiences aren't just trends; they're the expectation.
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Gen Z will soon be dominating the buyer landscape, and we marketers must adapt our strategies accordingly. By using digital touchpoints and keeping customer experience at the core of our marketing, we can successfully attract and retain Gen Z buyers, ensuring continued success for years to come.
More Resources on Marketing to Gen Z
How to Stand Out to Gen Z on LinkedIn [Infographic]
