Marketing to Generation Z

Generation Z (or Gen Z) includes any individuals born between 1996 and 2010. This group of tech-savvy, independent thinkers is the largest generation in modern history and is responsible for some of today’s most significant behavioral and cultural shifts. As one of the largest groups in the consumer population, Gen Z has placed a considerable amount of pressure on brands to remain authentic and “practice what they preach.”

What is Gen Z Marketing?

Conventional standards do not easily define Gen Z marketing. They are the most culturally diverse and inclusive generation of all time, and marketing towards this group of diversified and inclusive thinkers can be even more challenging to define. These individuals have been immersed in technology their entire lives – rendering them digital experts by default. Smartphones, social media, and other digital interfaces are essential to who they are, so marketing through these channels requires a lot of effort, especially if your business is new to digital advertising.

Gen Z marketing requires much more than simply selling a product or service. It requires objective authenticity and forces brands to stay true to their word.

How is Gen Z marketing performed?

Generation Z responds most significantly to digital marketing efforts, including email, social media advertisements, and online review platforms. Due to their independent nature, this group of individuals is not too keen on direct selling efforts that scream “Buy now!” or “Try today!”. Instead, marketing towards Gen Z should involve copy that reflects online reviews or compare and contrast content. Gen Z has a strong relationship with social media, and businesses targeting these individuals will likely perform much better by focusing on Google, YouTube, Instagram, Tik Tok, or Snapchat adverts. These platforms allow for simple, quick, and easily digestible marketing efforts, saving costs on content generation and expanding brand awareness.

What does a Gen Z marketing campaign look like?

Depending on an organization’s goals, a marketing campaign targeted at Gen Z can look very different. Still, several constants remain valid, regardless of the product or service. At SIS Global Marketing, we have found a unique methodology that can boost receptiveness with Gen Z when applied to nearly any marketing campaign.

Creative Digital Advertising & Content Curation

Distinct Mission Statement and Company Values

Gen Z is well-versed in “voting with their dollars” and finds that a brand’s values should reflect their own. Over half of Generation Z employees believe brands should carry a social responsibility initiative. Additionally, most Gen Z hold a firmly held belief that brands have a role in the betterment of society, so it is vital for marketing efforts in this space to reflect that a business is doing just that.

Marketing to Generation Z

Accountability and Humility

Generation Z has no problem doing their research – they are the most technologically adept individuals of all time. While it is difficult to understand the entirety of the social movements that Gen Z has established, brands must take full responsibility for any missteps they may have taken internally or externally. Showing humility when something goes awry and learning from those mistakes is the best way to regain or establish trust with these entrepreneurial-spirited minds.

Creative Digital Advertising & Content Curation

Brand Personality

Gen Z wants to engage with brands that stay true to their core values and display boldness and personality in their marketing efforts. Unlike millennials, Gen Z is not particularly fond of perfectly curated content. Instead, they find light-hearted and exciting marketing efforts much more digestible.

Creative Digital Advertising & Content Curation

Community Engagement

Generation Z thrives in a collaborative environment where they feel a part of something greater than themselves. Building a solid online community where Gen Z can engage with your brand and network with those with similar interests is an emerging trend that seems less transactional and more personal. These online communities and social media engagements build trust for your brand and open doors to listening and communicating with these individuals on a much more inviting level.

How is the effectiveness of a Gen Z marketing effort tracked?

Because much of the marketing efforts that invoke a response from Gen Z come from the internet, it can make progress tracking much easier for a business.

Key metrics like brand awareness, web traffic, engagements, and interactions can help determine how well your brand resonates with these individuals. On social media platforms, engagements quantify the number of unique accounts that have either liked, commented on, or shared a post. Critical metrics like the number of likes on a post, the number of shares the post has had, and the user sentiment in the comment section can help brands strengthen their campaigns by refining their content as they move through their marketing initiatives. Gen Z can act as the target audience and guiding force for the content they consume without knowing it.

Marketing to Generation Z

How is ROI tracked for Gen Z Marketing?

Tracking the ROI for a Gen Z-focused marketing campaign is determined by several factors. Depending on a brand’s objectives, ROI can mean increased brand awareness for ad spent, increased web traffic, or higher conversion rates and profits. To effectively determine the return on investment in this space, a brand must first identify its end goal, how much they are willing to spend to obtain that goal, and what reaching that end goal will do for the future of its organization.

How can SIS Global Marketing Assist with Gen Z marketing?

At SIS Global Marketing, we pride ourselves on building long-lasting partnerships beyond transactional engagements. In the world of Gen Z marketing, we have created a dedicated team of experts that can assist in many tasks to put your brand on track. Some of the services we offer to assist in Gen Z marketing efforts include:

  • Company Values & Mission Statement Refinement
  • Social Movement Alignment Consulting
  • Brand Awareness and Authenticity Training
  • Digital Media Creation and Management
  • Social Media Management and Curation
  • SEO-Optimized Content Production
  • Creative Marketing Ideation Sessions
  • Community Engagement Establishment

No matter where your brand sits with Gen Z marketing, we at SIS Global Marketing are here to help.

Contact us today, and start your journey toward an effective Gen Z marketing campaign.