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Marketing Academy.

Marketing and Gen-Z: the 5 Fundamental Strategies for Brands

Gen-Z kids are gradually becoming young adults, therefore increasingly interesting customers for brands given their rapidly increasing financial resources. However, it is not at all easy for companies to market to this target population.

At the time of writing this article, Zara has almost destroyed its reputation due to an advertisement considered anti-Palestinian by many gen-z people on social media. Yet another demonstration of the sensitivity of this segment of the public.

In this dive we will try to understand who Gen-Z people are, what they want, how to talk and communicate with them, and how to sell our products and services to these individuals. We will do this by analyzing five different perspectives and encountering many "key words" that companies absolutely must know in order to be effective and successful, avoiding blunders around the corner. We'll talk about concepts like:

  • Authenticity, transparency, affinity

  • Digital natives

  • Conceptual Metaphors

  • Identification, self-projection

  • Brand agency

  • Personalization

  • Cost per Engagement, Increase Sales

  • Emerging Technologies, Simplification of the Purchasing Process

A beautiful banquet!

At the end of reading we trust you will have a very refined understanding of this target and a rather clear idea of the best gen-z-proof marketing strategies.

Gen-z boy
Gen-z: are you sure you know them?

1 / Who are gen-z

Generation Z is a demographic cohort born between the mid-90s and early 2010s, and now represents a significant force in the global consumer landscape. This generation, raised in the digital age, stands out for its unique characteristics and habits, profoundly influencing the world of marketing and business.

With a global perspective shaped by the internet, social media and advanced technologies, Generation Z brings with it distinct expectations and behaviors. Understanding them is crucial for businesses and marketers, as these young adults not only drive current consumer trends, but also give us key insights into future trends. Their affinity with technology, their demand for authenticity and transparency, and their commitment to sustainability and social justice are just some of their defining characteristics.

These peculiarities require a different and more sophisticated approach to marketing, which goes beyond traditional techniques.

In this context, the importance of targeted and scientifically informed marketing cannot be underestimated. Adapting and innovating based on the needs and desires of Generation Z is fundamental to the success of any business strategy in the contemporary world.

2 / Communicate with new digital native customers

Generation Z stands out as being made up primarily of "digital natives", a term that denotes people born and raised in an era dominated by digital technology. These individuals have an intrinsic relationship with the internet, social media and mobile devices, which greatly influences their behavior as consumers. Unlike previous generations, for members of Generation Z, the use of technology is not learned but innate, making their interaction with the digital world fluid and intuitive.

The Theory of Conceptual Metaphors, which suggests that our understanding and perception of the world are largely influenced by the language and metaphors we use , is especially relevant for digital marketing aimed at Gen-Z. In essence it implies that in communicating with digital natives it is important to use language and images that reflect and reflect the digital environment in which they are immersed.

To create effective marketing campaigns for Generation Z, it is therefore essential to incorporate elements that are recognizable and relevant to their digital experience. This may include the use of popular social media trends, memes, and internet-specific language. Because they are elements perfectly integrated into their brain and give meaning to their world. Furthermore, it is essential to present content that is not only visually appealing but also short, direct and easily shareable, to adapt to their rapid and mobile consumption of content.

Another important aspect is the use of platforms that are popular among Generation Z, such as TikTok, Instagram and Snapchat. These media are consistent with gen-z conceptual metaphors: in fact, they allow you to exploit content formats such as short videos, stories and interactive posts. Audience personalization and segmentation are also crucial, allowing you to specifically target subcategories within Generation Z, each with their own preferences and interests.

Finally, let's not forget digital gaming, that is, the world of video games, perfectly grafted into the experience of digital natives since childhood.

Digital Natives
Digital natives have their own conceptual metaphors

3 / Linking gen-z to our brand with "agency

Generation Z places particular emphasis on the values of authenticity and transparency, both in their personal interactions and in their relationships with brands. For them, a brand is not just a provider of products or services, but an entity with which they can identify and which must reflect their values and principles. This generation is remarkably skilled at recognizing and rejecting marketing messages they perceive as deceptive or superficial.

The importance of authenticity is more than just preference; it is a fundamental need for Generation Z. These kids look for brands that not only speak their language (see point 2 on Conceptual Metaphors), but that also demonstrate a genuine commitment to causes and social problems that they themselves consider important. Transparency and authenticity thus become key tools to earn their trust and loyalty.

agency, in the context of marketing, refers to the ability of a brand toact autonomously and significantly, positively influencing its consumers. For Generation Z, a brand with strong agency is one that takes a stand on social, environmental and ethical issues, going beyond the mere sale of products or services. This means adopting sustainable business practices, supporting social causes, and engaging in open and honest dialogues with consumers.

To build a brand that genuinely speaks to the values of Generation Z, companies must focus on developing an authentic and consistent narrative. This can be achieved through several strategies:

  1. Authentic Storytelling: Creating stories that reflect people's real experiences, showing a human and relatable side of the brand. "Advertising doesn't have to look like advertising.".

  2. Involvement in Social Causes: Actively participate in initiatives related to social, environmental and ethical issues, demonstrating a concrete commitment beyond words.

  3. Honest and Transparent Communication: Being open about company practices, including supplier chain and supply chain, sustainability and social policies, thus building trust with customers.

  4. Feedback and Dialogue: Encourage and actively respond to consumer feedback, showing that the brand listens and values their opinions. Even when they are not always positive.

4 / Increase sales with personalized products

Generation Z shows a strong predilection for personalized experiences and products. Growing up in an era of abundance of choice and advanced technology, these young consumers expect brands and products to adapt to their individual needs and preferences. The era of mass marketing is giving way to more personalized and targeted strategies, which recognize and enhance the uniqueness of each individual.

Personalization in Marketing and Products

Customization in a broad sense goes far beyond simple product customization; it also includes the creation of tailored marketing experiences. This concept can mean product recommendations based on past purchasing behavior, marketing campaigns that reflect personal interests, or communications in which the customer feels directly addressed. Companies that use data and Machine Learning techniques to better understand their customers and to personalize their offering will be the ones that stand out in the hearts of Generation Z.

Personalization Techniques for Generation Z

  1. Use of Data for Personalization: Collect and analyze customer data to offer customized experiences and products. This includes using algorithms for product recommendations and tailoring marketing communications to individual preferences.

  2. Targeted Influencer Marketing: Partner with influencers who authentically align with specific subsections of Generation Z, ensuring the brand message is personalized and relevant. As has emerged repeatedly in our scientific evidence, the most effective influencers they are not necessarily the "macros" but those who have greater involvement and familiarity with their audience.

  3. Feedback and Active Engagement: Use customer feedback to continually adapt and improve the product and service offering, showing that the brand is listening and responsive.

  4. Unique Brand Experiences: Creating campaigns and experiences that feel personal and unique to consumers, making them feel special and understood.

Custom shoes
Not just products, personalization must be integrated into the business for its audience

5 / Simplify the purchasing process with technology

Generation Z, having grown up in an era of rapid technological change, shows an innate fascination for technological innovation. It therefore positively evaluates companies that adopt new technologies and expects brands to continuously integrate innovative solutions into their product and service offerings. This flair for technology creates fertile ground for companies seeking to connect with this demographic through innovative means.

The Charm of Technological Innovation

For Gen-Z, technology is not just a tool, but an integral part of their lifestyle. They are attracted to brands that use technology not only to improve the quality of their products, but also to create unique and engaging user experiences. Whether it's augmented reality, artificial intelligence, or other emerging technologies, Generation Z appreciates companies that are at the forefront of innovation.

Note that innovation does not have to have an incredibly differentiated and refined content. It is often sufficient as a value in itself.

Innovation and Cost per Effort

The concept of "Cost per Commitment" (cost of effort) refers to the investment, both in terms of time and resources, necessary to effectively engage a consumer. For Generation Z, this value can be minimized through the use of technologies that make interacting with brands more efficient and enjoyable. For example, intuitive user interfaces, intelligent chatbots, and streamlined purchasing processes reduce the cost per engagement for the consumer, making the overall experience more attractive.

Suggestions through the use of Emerging Technologies

  1. Creating Immersive Experiences: Using augmented reality (AR) and virtual reality (VR) to create immersive and interactive shopping experiences that differentiate the brand from competitors.

  2. Artificial Intelligence for Personalization: Using AI to personalize shopping experiences and offer tailored product recommendations, in line with consumers' individual preferences.

  3. Automation and Efficiency: Implement automated solutions, such as chatbots, to provide fast and personalized customer support, reducing wait times and improving service efficiency.

  4. Innovative Payment Technologies: Adopt cutting-edge payment technologies, such as mobile payments, digital wallets or payment in installments, to make the purchasing process as fluid and hassle-free as possible .

Digital payments
More payment options: the more you will be appreciated by gen-z

Conclusion: STAY Z

In this article, we have explored several defining characteristics of Generation Z and how they can be leveraged to formulate effective marketing strategies. From their nature as digital natives to their demand for authenticity, personalization, and technological innovation, it's clear that traditional marketing techniques aren't enough to engage this generation. It is essential to adopt approaches that reflect their unique values and expectations.

This is where theDeep Marketing agency comes into play. Specializing in marketing strategies based on data and scientific research, Deep Marketing is perfectly equipped to help brands navigate these new challenges. With itsexpertise in analyzing consumer behavior and personalizing campaigns, the agency offers innovative solutions that respond to the specific needs of Generation Z.

Rely on Deep Marketing< /u> means choosing a partner who understands the complexity of the current marketing landscape and who has the tools and skills necessary to effectively engage Generation Z. With Deep Marketing's scientific and data-driven approach, brands can develop strategies goals that not only resonate with Generation Z, but also lead to tangible and successful results in the long term.


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