E-commerce companies should start paying attention to the millennial generation.
They currently constitute 20% of the total population and 40% of all spending power. Further, because of their unique characteristics, members of Gen Z require targeted advertising tailored specifically to them.
For this reason, we have compiled seven pointers for brands aiming to appeal to this group.
If you follow these guidelines, you’ll be able to create marketing that attracts and converts members of the highly desirable Generation Z.
What sets Generation Z apart, exactly?
The characteristics of members of Generation Z are distinct and (at times) antagonistic. And as any respectable marketer will tell you, it’s essential to play to the unique qualities of your target demographic.
Take into account the following:
Cause marketing is very popular amongst Gen Z consumers. Eighty-four percent of millennials say they are more likely to support brands that share their beliefs.
Generation Z will actively seek out these brands because they are practically born with smartphones in their hands.
7 Ways to Tailor Your E-Commerce Efforts Towards Generation Z
Now that you know what drives today’s millennials, it’s time to learn how to market to them.
Connect with the Meaning Behind Their Actions
You stand to lose a lot of money if you fail to connect with Generation Z on the basis of the causes they care about and the values they hold dear.
Customer loyalty can be increased by establishing a brand community based on common beliefs.
They will be loyal customers because you are the best brand in your market.
Spread the word about your company and products.
Share their purchases online to broadcast their values, establish their identity, and benefit others.
Algorithm: Put It to Use
Generation Z is adept at gaming the system in order to receive personalised advertisements and product suggestions.
Therefore, they will proactively click on related products until they find what they need.
Indeed, I do wish that for you.
Naturally, you should use the same algorithm to increase the likelihood that the Internet Gods will highlight you in the aforementioned suggestions.
Make use of effective SEO methods
Using hashtags and keywords on social media platforms is one such instance.
Consider hashtags and keywords as indicators for your business and its offerings. They not only describe your business and its offerings, but also set you apart from rivals.
Use Appropriate Methods of Communication (and Messages)
Marketing to Generation Z is simple on platforms like YouTube, TikTok, and Instagram. Depending on your product, you may want to look for specific niche channels as well.
As an illustration, video game-related online shops would do well to consider Twitch as their platform of choice.
Simply determining an appropriate distribution of channels is not enough.
If you want to reach a Gen Z audience, your message must be tailored to the medium they prefer.
Maximize the effectiveness of that channel
For instance, the millennial generation is looking for more personalised, direct, and non-promotional messages. They look for original pieces of writing and firsthand accounts that either move them or back up what they already believe.
Shoppers in the Generation Z demographic are also interested in custom-tailored content.
Give Out Measurable Prizes
Young people of Generation Z are discerning consumers who know exactly what they want. That’s why it’s smart to offer a discount or some other measurable incentive in your communications.
You can better gauge the success of your campaign if you include unique discount codes.
Different codes and links, for instance, can be used for various partners and channels. Then, your software can keep track of which links were visited and which codes were added automatically, establishing a tiering system for your channels and their respective content producers.
Create Unique Messages and Interactions for Your Audience
Traditional marketing glitz will not work on Generation Z consumers. Customers like them want to know that your products will work well for them before they make a purchase.
First, be as specific as you can.
You need your website, ads, and social media to all have up-to-date, relevant information. You need in-depth, customer-focused product descriptions that also adhere to SEO best practises.
You can then tailor your communications and make your shopping more unique. With these, you can do so even if your shop is virtual.
Intelligent chatbots that figure out what users want and direct them to those sections of your site. The information gleaned from chatbots can then be used to fine-tune your marketing strategy and product development efforts.
Quizzes. In a lighthearted and interactive format, these quizzes assist consumers in narrowing down their options to those that better meet their wants, needs, and lifestyle preferences.
The ability to virtually try on clothing or undergo a makeover. Generation Z or not, you can now show potential buyers exactly how your wares will look on them.
Employ Marketing to Influencers
Using influencer marketing, you can tailor your messages and avoid overtly promotional language in your branded content. Also, research shows that Generation Z is more likely to trust content created by regular people than they are to trust content created by brands.
Customers are willing to wait longer and spend more on a product from a company that provides this content.
A Few Closing Remarks
The seven methods we’ve outlined should serve as a springboard for further exploration of marketing to Generation Z. It’s important to remember that the strategies that succeed for one brand may not be appropriate for another, so it’s wise to regularly test and evaluate your progress.