Generation Z is the post millennial generation of individuals that have been born into technology. They are surrounded by mobile communications that were considered relatively new to prior generations. As a part of this generation, it can be easy to identify the differences in ways we use technology compared to others. Technology has been second nature for me since I experienced the advancement of mobile technologies and transition to a completely digital world at a young age. I had my first cellphone at age 10 in 2007 (a little late if you ask some of my friends my age). I used computers in school for work and even had smart board projectors in my classrooms. By the time I was in high school I was using an iPad for a notebook. This technology doesn’t need to come with directions for me. I can remember the short coil wire attached to the phone from my childhood that limited my mothers ability to discipline me while having a conversation. But I also witnessed the innovation of mobile devices from a heavy brick to slim Razor and eventually the smart phone right before my eyes. The bried evolution of the cellphone looking something like this:
Magazines and newspapers survived by offering mobile subscriptions. Companies are took their business online to streamline the process of goods to consumer. As the technology rapidly advanced in front of us, the business world transitioned to exist on the Internet. Which, for this generation, is a rare opportunity as we have been molded with a greater understanding of technology and the way people use it. And just as fast as the technology is changing, the way we use it is constantly changing as well. Generation z, you have a unique experience that is feeding the future of business. And from a marketing perspective the way we chose to use this technology determines how we can be reached.
By 2020 Genration Z is expected to represent nearly 40% of the global population. It is more racially diverse and tolerant than previous generations. This is a result of our connectivity. Technology has given us the power to access a seemingly infinite amount of information at our fingertips and that technology also gives us the power to connect with new people, cultures, and ideas. Generation Z is spending more time online than anyone else and prefer their phones for entertainment rather than the television. This creates a two way channel and brings everyone into the conversation. Right now, mobile communications is the most popular use of technology. More people than ever have a small computer in their pockets, making it easy for people to be reached. We want things faster than ever before and we want the short version of our information. The best way to target Generation Z is by social and mobile communications.
Here are three tips to successfully reach Generation Z:
- Generate loyalty by giving the people what they want
With so many different products in our face, Generation Z has options to say the least. You can control the conversation by creating a space for the conversation to take place and provide feedback on an individual and relatable level. Give more information, demonstrate values, and be transparent. Chances are products can be similar so failing to provide substantial background on your product could be the difference maker for a Gen Z. - Use Social the new way
You can forget about Facebook and say goodbye to clickbait. To connect with Gen Z you should utilize Instagram and Snapchat. Entertain the consumers to get their attention and engagement with your content. Instagram is currently the best platform for brand discovery while snapchat is enables you to connect with consumers on a personal level. A key for targeting gen z is personal communication. They want to feel a part of the conversation so - Utilize Video Communication
For Gen Z, time is precious. Videos are a great way to send information. For example, when it comes to a news article generation z is more likely to watch the video than read the article. If they get past the headline that is. Consider using a 1 to 3-minute video to reach these consumers. Develop content that can be quickly digested by users.
Brian Burke 