Determining your audience is the first step to any successful marketing campaign. But just because you know who your audience is doesn’t automatically mean you know how to sell to them. The rising generation is changing so quickly that businesses must be aware of how to sell to them and change that strategy on a fairly regular basis.
Generation Z describes those born after 1995, which means they are just starting their early careers and are becoming a big part of the economy. In fact, they will make up 40% of all consumers by 2020. And if you don’t know how to sell to them, you could be missing out on a huge opportunity.
Generation Z grew up with the Internet and knows how to use it very well. They aren’t even phased by an ad on the side of their screen because they know how to ignore it and move on looking for the information they need on the page. That means your business isn’t going to get customers with simple advertising alone.
Instead, you need to focus on more branding where you provide a lot of resources for them while creating a positive image for your company. This could be videos, text marketing, or even blog articles. But whatever the case, make sure it is quality information that provides real value. Generation Z customers will remember you and the value you have given them when they do decide to make a purchase.
It is also important to note that your customers have their attention split between multiple screens. So even if you “force” them into watching your ad before their YouTube video or during a commercial, they will simple switch to looking at their phone and browsing the web.
Every business knows that you must grab the customer’s attention fairly quickly, or they will leave. Well with Generation Z, a generation of people who can quickly leave and go somewhere else or navigate to a different option immediately, you need to get your whole point across in 8 seconds.
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It isn’t even that they have short attention spans so much as they have the whole internet at their disposal, so they aren’t going to waste more than 8 seconds on an ad. Get your point across as quickly as possible, and you’ll be able to win their business.
Whether you make them laugh, cry, or even give them something to feel good about, making an emotional connection with Generation Z customers will get them hooked. If you connect with their emotions, they will remember your business and are more likely to make a purchase. Of course, getting them to laugh with every ad you run is gold, but that won’t work for all businesses, and it won’t work for all customers.
One way to connect emotionally with them is to do some good in the world and make them aware of the good. They are more likely to shop with a company that is changing the world for the better. So your business should find a cause to get behind and find a way to incorporate that cause into your sales.
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