Over the past decade, we've all heard about the importance of leveraging our marketing tactics towards millennials. While this is still important, it is time to start focusing some of our energy on the next target market: Generation Z. Generation Z, or Gen Z for short, consists of people born between 1995 and 2004. This group of consumers is quickly becoming one of the largest target demographics.
There's a good reason why those who are trying to build strong customer experiences want to target Gen Z. As of 2018, Gen Z has about 143 billion dollars in spending power. Due to their impact on the market, business owners are trying to build an engaging customer experience based on the personality traits and trends observed in Generation Z.
Here are a few marketing techniques and strategies you can employ to make your business appealing to the newest generation of consumers:
Listen to their feedback.
Previously, the primary concern of consumers was whether or not the product they were buying worked effectively. While that's still a concern with Gen Z, they also have the desire to give feedback and to see their thoughts and opinions implemented within the products or services they purchase.
IBM released a study in 2018 that revealed some shocking statistics about Gen Z and how they interact with the brands they use. The study revealed that 76 percent of Generation Z want brands to respond to their concerns and feedback.
There are numerous ways you can ask your audience for feedback on your product or service. One way is to create a customer satisfaction survey on your website where you ask pointed questions, such as “What would you change about this product/service?” This question will make your audience more likely to voice their concerns. You can then use their feedback to implement changes, providing you have enough data to make such a change.
This will result in customers feeling as if their feedback is having a meaningful impact on the structure of your business, which improves the overall customer experience and engagement.
Use a mobile-friendly design.
At this point, we all know that it's crucial our business has a crisp and clean mobile format. This factor is particularly important for building an excellent experience for Gen Z customers, as more than 97 percent of them in North America, Europe, Australia and New Zealand own a smartphone.
Because of the wildly popular use of mobile devices, it's the No. 1 way this crowd consumes media and researches brands. If you want to build a customer experience that shines, consider putting your focus on creating an intuitive mobile experience.
You could also use this opportunity to selectively targeting the Gen Z crowd by offering exclusive mobile surveys, discounts and promotions for those who subscribe via the mobile version of the site or within your smartphone application.
Find where they hang out online.
Believe it or not, a small percentage of Gen Z uses Facebook. Between all of the other social media networks, you're going to have your hands full determining where your ideal Gen Z customer resides online. A large percentage of this crowd use YouTube, Instagram, Pinterest and many other smaller, lesser-known applications.
If you want to build a solid customer experience for the young adults of Gen Z, you have to meet them online where they like to hang out. Part of delivering an exceptional experience includes being able to interact and share content on a platform that they find relatable.
Social media trends are constantly evolving, but if you keep your eye on your ideal customer and know where to find them, you'll have no problem answering their questions, engaging with their feedback, and sharing excellent content for them to consume.
There are many things you need to take into consideration when marketing to Generation Z. The most important things to remember are they love to engage with brands and develop loyalty to the businesses they use, they are hooked to their smartphones, and you can often engage with them and improve their experience (and perception) of your brand on social media.
As your business develops, you'll learn more about the specific likes and dislikes of the Gen Z crowd as it pertains to your niche. The best way to get started is by putting yourself in their shoes and listening to what real folks in this audience want from their favorite brands.