To reach our target audience, the first step will be to get to know them. The buyer persona is the archetype of the ideal customer or user of a service or product will be the crucial factor in your marketing strategy. Let’s imagine that they tell us that we have to design a digital marketing strategy for Generation Z.
The first step will be to analyze who they are, how they relate, what they like … The more we analyze our audience, the more chances we will have of getting our communication and digital marketing strategy right. To design our social media marketing plan, we will have to analyze and establish objectives, but it will also be imperative to know our target audience.
So, let’s get to know this generation, and based on this analysis, we can establish the marketing strategies that best suit it.
Generation z Characteristics
If something characterizes this generation, they were born in the middle of the digital age, in the rise of social networks, so it is difficult for them to understand a world without the Internet.
- They cannot conceive of a world without social networks. The Internet is a medium through which they can do almost everything: friends, community, online games, buy products.
- Multiscreen: They can use several devices at the same time and are used to multitasking.
- They are self-taught
- Dynamic, enterprising, they seek autonomy.
- Demonstrates greater involvement in social affairs, volunteering.
- They look for flexibility, creative environments.
- They are used to immediate responses, so impatience is one of their characteristics.
- The generation of the image, they communicate better with image than with text.
- Producers of the information. They don’t just share; they create content.
- Overexposed to information.
Marketing Strategies for Gen Z
We had the pleasure of speaking with Rayan Tarraf, a Lebanon born entrepreneur and digital marketing specialist, with his agency continuing to expand over the digital horizon of the Middle East. Tarraf is the author of two best selling books which offer comprehensive guides, strategies, and tactics to social media for both, the layman marketer and the expert.
His experience and success in the Middle East region have transformed his position, allowing him to be the recipient of national and international awards. Tarraf believes that the Gen Z is the most important population segment, and brands must channel their focus in the demographic profile of this generation and develop strategies and targeted practices which can best cater to them.
Knowing the characteristics of this generation and the new consumption patterns help us to establish marketing strategies
Language and Clear Message
We have to use a language that moves away from the formal style. We must bet on a simple, clear, concise, agile language that helps to connect with young people’s needs. Connect emotionally through language and take a turn in our way of communicating. We have to try to offer a fresh, creative, innovative style, with a catchy slogan.
Visual and Audiovisual Formats
They communicate better with visual formats. It is necessary to bet on the visual, on the image, but above all on audiovisual formats. Knowing the behavior guidelines of this generation will help us to adjust the strategy. The data tells us that the percentage of online video consumption by this generation reaches 91%. They are not attracted to printed media, and most have a smartphone, the device from which they access these videos.
It is proven that content with images has more impact on social networks and the video even more.
The production of videos, using the Storytelling technique, or telling stories of the brand will help us connect emotionally. We will achieve closeness and differentiate ourselves from the competition. Storytelling will help us to create stories with which to achieve an emotional connection.
In addition to adapting our content to audiovisual formats, we will also have to analyze trends in social networks. The visual and audiovisual formats attract them. Therefore, it will be essential to bet on networks such as YouTube and Instagram. And do not lose sight of other platforms such as Snapchat, TikTok…It is not about opening channels on all the new platforms, but about knowing what social networks they use, how they are related, and what type of content attracts them.
And based on your tastes, be able to hit the right strategy.
Ephemeral Content: Bet on Stories
Ephemeral content on social networks consists of sharing content that disappears in hours. This type of brief content became popular with Snapchat, with publications that disappeared in 24 hours. Little by little other social networks such as Instagram, Facebook, and WhatsApp have implemented this functionality. Brands have realized the potential of incorporating this ephemeral content into their content marketing strategy, and more and more are opting for a good Instagram Stories strategy.
If we want to attract young people, we don’t have to forget about this type of content. The key will be to get the strategy right: the right type of content, timing, and message.
Have referents, influencers, micro-influencers. It is crucial to choose the right person well, types of influencers, and how to choose the ideal one for your brand, they offer us some keys. These influencers offer us visibility, brand image, conversation, traffic to the web…
We will have to consider the values of our brand and if the person conforms to those values or messages that we want to convey. If we don’t choose the right person, our campaign will be a failure. Therefore, it will be essential to choose the person representing our brand, product, campaign, or service. In addition to other criteria, the main question will be whether it fits with the values of the brand?
If we find the right person, we can ensure that our product or campaign is also attracted young people.
It is crucial to achieving that emotional bond, but we will have to implement a whole digital marketing strategy for that and the person.
To reach Generation Z, we will have to adapt the message, the language, the channel, and the format and follow social network trends. Take advantage of all the functionalities of these platforms and, above all, use methods to try to connect emotionally and not forget the importance of segmentation.
These are just some keys, but of course, when designing our marketing strategy, whether for a company or public entity, we must not forget the campaign’s specific objective. It is not the same to design a campaign in which the objective is to raise awareness about a subject or that our purpose is to sell a product to this specific audience.
We will need a lot of creativity and ingenuity to seduce Gen Z and a plan of action. It will be important, considering the rate at which technology changes, not to lose sight of trends since the new replaces the old before we have even assimilated the changes. These keys or marketing strategies to reach Gen Z are just ideas that can help connect. The key is to carry out useful analysis and choice of strategy, considering our objective.