Straight to your inbox
Get the best email and digital marketing content delivered.
Join 250,000 in-the-know marketers and get the latest marketing tips, tactics, and news right in your inbox.Subscribe
Generation Z marketing simply calls for a change in your approach and strategy. The savvy marketer will do well to study their habits and the places they hang out. The key to nailing Generation Z marketing is to know as much as possible about them.
Generation Z marketing has proven to be quite a bear for many marketers. Here are a few reasons why:
No generation has been as empowered as Gen Z is. Technology has given the freedom to break free from traditional media channels. In turn, this freedom has given them a choice of what they consume, when they consume it, on their preferred platform.
For marketers, this leaves them in limbo when it comes to tailoring messages that are effective as each platform has its own set of rules for content type and format.
Their ability to quickly filter information seems to be a 6th sense. It is this filtering superpower that has caused them to be labeled as having a short attention span.
In order to grab Gen Z’s attention, you need to offer them something attention-grabbing and hyper-relevant. Living in a fast-paced world has conditioned the Gen Z generation to be able to pass on anything remotely irrelevant to them.
Traditional marketing thrived on gathering data from current trends and using it to create the next successful campaign. That approach is fast losing its potency as Gen Z is not into current trends—they are looking for the next trend to follow.
Brands that anticipate the “next wave” are the ones that have success with their Generation Z marketing. With Gen Z, it’s all about providing an experience that they enjoy. That’s why most of the successful marketing campaigns of our time (and going into the future) are more about experiencing the product. This approach is contrary to traditional marketing methods that relied more on informational campaigns.
We surveyed over 300 Gen Z respondents to learn exactly how they engage with their favorite brands, from email to social media.
Our respondents ranged from 14 to 26 years of age, with 96.39% of them between the ages of 18 and 24.
Here’s everything you need to know about Gen Z to better connect with these consumers:
Gen Z allegedly has the attention span of about 8 seconds, compared to the millennial’s 12. (Source: Forbes)
Actually, Gen Z possesses a sophisticated 8-second filter derived from growing up with massive amounts of information. (Source: Fast Company)
By 2020, Gen Z is expected to account for 40% of all consumers, with $44 billion in buying power. (Sources: Fast Company and Inc.com)
That number expands to $600 billion when you include their parent’s spending. (Source: Inc.com)
65% of marketers planned to increase their spending on marketing to Gen Z in 2018. (Source: Statista)
How often are they online?
45% of teens say they are online almost constantly and 44% say they’re online multiple times a day. (Source: Criteo)
Gen Z uses each social media channel differently:
Gen Z’s favorite platforms:
How often do they check their email?
How many emails are they receiving?
How frequently should you email them?
Why do they use email?
What factors influence whether or not they open their emails?
How many times in the past month have they purchased something as a direct result of an email?
How many times in the past month have they purchased something as a direct result of seeing it on social media?
Which method do they prefer to engage with a brand?
Are they loyal to brands?
What kind of content does Gen Z like to receive?
How many newsletters are you subscribed to?
Overall, Gen Z wants to connect with your company and your products. To engage this audience, be sure you:
Tap into this audience and you’ll cultivate a following of brand ambassadors who will be loyal to your brand for life. To win them over you have to play the game by their rules. If you want to equip yourself with enough knowledge to win at Generation Z marketing, make sure to check out our ultimate guide to marketing to Gen Z.
Embed this infographic on your site. Get the code.
With our powerful yet easy-to-use tools, it's never been easier to make an impact with email marketing.Try it for free