For Generation Z, What’s Cool or Not, is a Deciding Factor before Buying Anything
Companies need to think of ways how they can target their customers, especially those who fall within their demographics.
There are many things that they need to factor in so that they can have a great time ahead in their businesses. Just about 10 years or so, website marketing by placing banners and email marketing was considered one of the best ways and it offered companies a chance to make it to the top. But times have changed and the marketing for anything online has also changed with social media taking over all times of marketing.
There are certain age-groups that companies need to target according to the products they are selling. And when it comes to Generation Z, it can be really hard to entice them for a product. For them, anything which isn’t cool is not perfect and hence they don’t take it seriously. So, until companies can’t think of ways why and how the Generation Z perceive it, they are going to have a tough time.
In this blog now, I’ll try to offer you what Generation Z is all about and companies can market products to them. All the facts and figures in this blog are based on the research by Google/YouGov.
Marketing a Product to Generation Z
As mentioned above, cool is the mantra that Generation Z believes in. If they don’t think a product is cool or offers them excellent support, they won’t buy it even if other generations think that it is a good product. People and kids who fall in Generation Z are ambitious and feel like they can change the world. As a major force to reckon with, the digital marketer can’t just ignore them. Just in the US, number of teens are estimated to be around 60 million, that is more than the quarter of the US population according to 2016 estimates.
When it comes to the purchasing power of Generation Z, it is around 44 billion dollars annually but when you take into account their influence over their parents’ and other household purchasing, the figure can touch 200 billion dollars. That’s a huge sum we are talking about here and companies can go to any length to sell a product to this hip and young target market. But there’s a catch; you can’t sell a product to them with traditional marketing methods. So, what’s the remedy? Read on.
Targeting Generation Z with Apt Social Media Campaigns
There are a number of things that people who fall into the Generation Z category look to buy. Smart phones, tech gadgets, beauty product, clothes, video games, and fast food are the top products they buy, and the coolness factor is what they go after before actually making the transaction. Teenagers and young adults in this category think of a product as cool if it is impressive, good-looking and has something unique as its quality of feature. So, basically, the job of the marketer is to make a thing cool to this crowd and make believe in the marketing campaign.
A marketing campaign or a simple ad posted on Facebook need to be of exemplary nature. Anything run-of-the-mill or a campaign having been there, done that feeling would not work at all. For example, in the tech category, the smartphone is the number 1 preference for Generation Z but technologies like VR and AR are making quick inroads. That’s where companies need to focus on these technologies or mold their campaign around this aspect for increasing the chance of selling their product. This is where the idea of MQL (Maximum Marketing Qualified Leads) also comes into play.
Snapchat and Instagram are Cooler than Facebook
For Generation Z, Facebook is something they use regularly and can’t live without it, but they can’t consider it cool. They don’t updates on Facebook but there are many factors for which teen and yond adults like Snapchat and Instagram much as they consider these two very cool. Snapchat offers them a medium to connect with their friends in a fun way rather than the same old boring posts or going through other people’s profiles which they more consider it as stalking rather than anything else.
Marketing companies’ job is tougher now as compared to a decade earlier. And to make Generation Z spend their money is even difficult. Let me know what you think about this blog or ask any question by using the comments section below.