Unlike other generations, generation Z grew up in the rise of the digital age, so adaptation wasn’t necessary. They don’t remember a world without digital which enables them to be more acceptant and interested in new innovative ideas, rather than older generations who may still be stuck in their ways.
Despite this, many businesses are still slow with rolling out digital elements that will help streamline their branding and bring them into the 21st century. Rather than jumping on trends that will soon die out just to stay competitive, you need to start providing millennials with what they want – they don’t like to compromise and would sooner go to your competitor. If you aren’t willing to adapt, you will find the market you are able to reach will continue to decrease.
Younger generations, mainly millennials and Generation Z, consume an extraordinary amount of information and content on and offline every single day. How do you market to students when they are already so targeted?
Return on Interaction
It’s time we reconsider ROI. It’s no longer return on investment, but more so return on interaction – especially with younger audiences. Interactions are extremely valuable and will help you gain a lot more loyal customers than a sale would alone.
Once you have found connections between consumer and brand, you can work to create real relationships that will not only turn into a customer but also an advocate for your brand. Think about it this way, who would be easier to advertise to – your friend or a stranger?
Youths are extremely in tune to the fake news culture and can spot it a mile off, which is why they don’t trust traditional marketing methods such as newspapers. More often than not, in the mind of a young person, brands are guilty until proven otherwise. Whilst it may not be justified, this is the mind-set they have formed. Due to this mind-set, brands have to work harder than ever to prove they are trustworthy – and actually mean it. Being open and honest with your customers, for instance, helps form a personal connection that people can resonate with.
Remember who you are targeting, and what you liked at that age, your marketing won’t be the same for every demographic. Make your marketing materials fun and interactive, use GIF’s that are a huge hit and appeal to short attention spans. Don’t take things so seriously, young people won’t react well to uptight rigid marketing campaigns.