Millennials and Gen Z seem to be getting a bad rap these days- Especially when it comes to marketing to them. These generations are challenging brands with the way they choose to market and we think that’s a good thing! Here’s how:
Outbound Marketing is Out.
First, let’s talk about what ‘outbound marketing’ is. According to WordSteam, outbound marketing is “the traditional form of marketing where a company initiates the conversation and sends its message out to an audience.”
Millennials and Gen Z want to feel connected and involved when it comes to their purchases, and traditional marketing isn’t cutting it. Outbound marketing methods, like magazine ads, direct mail campaigns, and radio spots, are not impressive. In the mind of a young consumer, these campaigns are impersonal and company-focused, neglecting to share anything authentic and relatable. Both groups demand more consumer-driven, personalized marketing.
Content, Content, Content.
These generations appreciate thought leadership and expertise, so this is your company’s chance to provide killer content that ranks highly in Google and show young consumers that you’re the industry buff. Millennials are 44% more likely to trust experts (who tend to be strangers), and they are 247% more likely to be influenced by blogs or social networking sites.
But First, Focus on Quality.
With a world of information at their fingertips and a digital knowledge that comes with growing up with the Internet, Millennials and Gen Z are selective with their purchases. They conduct extensive research before pressing “order.” If your product doesn’t pass the quality test, no marketing campaign will make a difference.
Instead of focusing on selling these groups something, be a thought leader in your industry. Create meaningful, consumable content on social platforms. Give these groups something they can share with their friends and make their decision-making process an empowering one.
Forget About The Hard Sell.
The hard sell has become something of a piece of satire in the eyes of Millennials and Gen Z. They don’t respond to the salesperson following them around screaming about how great their products are. This comes off as untrustworthy and unauthentic. They want to make purchase decisions themselves, on their time. For example, the fashion industry is employing influencers, social bloggers, and others of the like to promote their products. Seeing others wearing something is much more powerful than a ‘hard sell.’
Target social groups, instead of life stages.
Millennials and Gen Z don’t value traditional life-stage advertising the way previous generations did. They view life differently. The word “family” has many different meanings, not all of which are connected to group of individuals you’re born into. “Community” has a variety of meanings as well, and their physical neighborhood is not likely the first thing they think of.
Instead of focusing on life stages, target these groups based on social groups. For example, focus your attention on segments drawn to social causes, alternative lifestyles, or those who avidly follow specific social media personalities. Both groups are much more likely to have a strong attachment to these social identities than they are to strongly identify with a specific stage of life.
Always Remember: All Millennials and Gen Z-ers Are Not The Same.
These groups are not like other generations in that they are not simple demographics. You have to drill down deep into the both generations to come up with the right marketing campaign for you.
Marketing to Millennials and Gen Z doesn’t have to be hard! By rocking your mobile marketing and being relevant and engaging, you’ll definitely make a splash with both demographics!
