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Without beating around the bush, Gen Z’s favorite sites are YouTube, Instagram and Snapchat. By 2020, Gen Z is expected to account for 40% of all customers. To be fair, though, it’s better to wait before jumping to any concrete conclusions. Read this blog to learn more about how to reach Gen Z through YouTube video content. However, especially when it comes to influencers, remember Gen Z doesn’t appreciate the hard sell and plenty of brands have experienced backlash for posts that are highly scripted and thus, inauthentic. Maybe this disconnect formed because many marketers target Gen Z through social media—which is also effective—but clearly, there’s an opportunity to capture more Gen Z conversions through email. About one in four Gen Z shoppers we surveyed in the US said that online advertising—including image, text, and video ads—has become more influential in their purchase decisions over the last two years. Because the majority of marketers target Gen Z through social media, their inboxes actually have less competition than their millennial or Gen X counterparts. One study by MNI Targeted Media Inc. went as far as claiming Gen Z will comprise up to 40% of all consumers in 2020 and account for $4 billion in discretionary spending. Generation Z (aka Gen Z, iGen, or centennials), refers to the generation that was born between 1996-2010, following millennials. Here are 5 best practices. So right away, one of the big differences in Gen Z marketing is an emphasis on value and bargain-hunting. According to our results, 58% of Gen Z respondents check their email multiple times a day. Clearly, there’s a disconnect between what Gen Z wants and what marketers are currently delivering. In Gen Z’s case, the logic is that their overexposure to media has created some fallacy that traditional advertising and promotion no longer work. Sign up for our free, 7-day email course and learn to build your digital brand! But they aren’t posting or consuming the same type of content on each platform: According to a study recently conducted by Response Media, “On Instagram, they showcase their aspirational selves; on Snapchat, they share real-life moments; on Twitter, they get the news; and on Facebook, they glean information.”. While other generations were more forgiving of fraudulent advertising, Gen Z won’t hesitate to take their money elsewhere. A whopping 64.9% of respondents say they use email for their personal communication, while only 14.4% use email for work and 19.3% use email for school. When asked what adjectives come to mind, our respondents provide a slew of descriptions, but most of them revolve around how annoying and spammy pushy sales emails can be. The largest portion of our respondents, 39%, say they subscribe to only 1-5 email newsletters. If not, you risk being misunderstood. With parts of the world dipping in and out of lockdown and Christmas fast approaching, online shopping is a constant which users can rely on. What’s more, they expect their brands to do the same. These three sites all emphasize visuals and allow videos, suggesting that Gen Z prefers to watch instead of read. They can fact check and cross-reference you before you even finish typing your tweet. Don’t presume the old rules to hold true, especially where deception, privacy and social issues are concerned. How to start an ecommerce business in 7 simple steps. Gen Z is tech-savvy generation, no doubt, but it’s also considered something of a “throwback” generation in terms of the things it values. When you execute your digital marketing strategy correctly, Gen Z can bring in major revenue, their own as well as revenue from their parents. When asked specifically how often Gen Zers like to receive emails from brands, the largest group—31.8%—says they like to hear from brands a couple times a week. But this lack doesn’t mean these types of newsletters are bound to fail, but rather it highlights an opportunity for brands to break into a new demographic and expand their reach. But don’t sweat it! In this email from Warby Parker, a well-known socially driven company, their story is front and center. Brands should work with diverse influencers who advocate for causes similar to your brand’s mission statement. Currently, these potential customers are slipping through the cracks in your sales funnel. Gen Z could not be more different from the millennial generation, according to a new study from ad agency Barkley and FutureCast. our guide on building a video marketing strategy from scratch, 88% of Gen Z say that “protecting my privacy is very important to me.” (, 44% of Gen Z expect advertising to be relevant to them. Rather, non-promotional, short-form video storytelling is the way to win this audience. This email from Nisolo includes user reviews alongside pictures of the shoe being featured as a way to show their customers will vouch for the quality of their products: In fact, Ali Fazal emphasizes the need for user-generated reviews and lots of them: “Forget one or two sad reviews from some free plugin. Making connections has a whole new meaning for Gen Z, with the rise of technology. By now, you probably know that Gen Z is the most hyper-connected generation. While Gen Z marketing may be a far cry from what we’re used to with Boomers and Gen X, there are noticeable similarities with Millennials, those born between the early 80s and late 90s. You’ve probably noticed an uptick in teens speaking up on important issues, especially those that affect them. They are by far the most tech-savvy compared to other generations. For one thing, Gen Z prioritizes saving money more than Millennials, as we explained above. This email from Refinery29 uses email marketing to drive traffic to their site: As a direct line of communication that doesn’t rely on algorithms to get your message in front of your intended audience, email continues to be a powerful tool to engage and connect with your audience. We'll also send you creative tips, trends, resources and the occasional promo (which you can opt-out of anytime). They also use the word boring. With the oldest of Generation Z graduating and entering the workforce, more and more brands are turning their sights to what’s promising to be a lucrative demographic. This means you can no longer simply tell Gen Z what you believe they need to know about your products, your services, or your company. Instead of a silver spoon in their mouths, Gen Z is the first generation to be born with a mobile phone in their hands. That’s a slim tightrope brands have to walk. The truth is, Gen Z is facing online advertising fatigue — and they can easily spot a disingenuous ad or a poor attempt from a brand trying to be relevant to the Gen Z population. In fact, most of the newsletters are from various publishers, whether the publishers feature news, fashion, celebrity gossip, gaming information, etc. Maybe you’re even feeling pressure—from your own metrics or from your C-suite—to start reaching out to Instagram influencers or explore ways to start marketing on Snapchat in order to engage these new customers. You Have To Be In More Places Than Just One. The critical factor here is the choice. You should also optimize your conversion process for mobile devices so that Gen Zers can click through a link directly to your site and follow through your sales process without ever having to leave their smartphones. While most marketers think Gen Z only cares about social media and thus focus their marketing efforts there, our study shows that Gen Zers remain active email users. And to help quell the panic, we did our own research to demystify marketing to a new group of consumers. Because your relationship with your customers, Gen Z or otherwise, isn’t about you. A Center for Generational Kinetics study from 2017 revealed that 21% of Gen Z had a savings account before the age of 10. If you’ve never made a branded video, you might want to check out our full video marketing guide; or if you just want to know how to get started, you can read our guide on building a video marketing strategy from scratch. COVID-19 has disrupted their educational journeys, career opportunities and much more. These low numbers just mean there’s plenty of whitespace in your audience’s inboxes. The MNI Targeted Media study shows the popularity of streaming audio, suggesting that podcasts and internet radio are ideal venues for marketing to younger groups. As you can see, a majority of our respondents check email regularly, with 81% saying they check their email at least once a day. You won’t catch Gen Z sitting through commercials in front of the TV, or captivated by a pre-roll video ad on YouTube. The study found that Gen Z is three times more likely to be receptive to funny advertising, and they also want music and a good story to feature. They trust one another and they trust influencers who promise products or services or brands can and will make their lives easier. In order to develop this kind of cult loyalty from your Gen Z customers, foster a personal relationship with your audience by. (Time Inc. study, 2017). Let’s be honest: These are low numbers. Of course, take Gen Z’s progressivism with a grain of salt; a study from Morning Consult showed that Gen Z adults (18-21) ranked the less-than-progressive Chick-Fil-A as their 11th favorite brand, beating out Instagram and Marvel Studios. This updated strategy is extending to video marketing as well. (. If you want to ensure your email marketing is a success in 2019, follow these…. For over a decade he's been sharing his industry knowledge through ebooks, website copy, and blog articles just like this one. This email from Madewell offers an incentive to get their subscribers to make that conversion: You probably noticed that, according to our survey, even though your subscribers like to receive promotions via email, not many of them are moving through your sales funnel and eventually converting. You’ll see better results when they’re involved and you’ll save yourself some work as well. The respondents also report subscribing to newsletters about specific hobbies, such as cooking, DIY projects, and saving money. While our respondents rank social media as their number one choice for engaging with brands, email comes in a close second, only 76 votes behind. Less noise means more space for your message to grab their attention, pass their 8 second filter mentioned earlier, and engage your audience. You’re not just making customers—you’re building relationships. This becomes even more true with Gen Z, who we know place a high value on identity. Campaign Monitor makes it easy to attract subscribers, send them beautiful email campaigns, and see stunning reports on the results. Email remains an effective way to engage with Gen Z, and the number of email users will continue to increase as they get older and enter the workforce. Of course, what’s in the video depends on your brand and which Gen Z groups you’re targeting. Fashion and beauty brands are eager to find advertising avenues that resonate with consumers, ... Gen Z gamers are leading the charge in crafting their own thriving virtual worlds as … While it may come as a surprise to some that OOH advertising is in-fashion with tomorrow’s tastemakers, it’s also … Marketers who want to learn more about the ways Generation Z interacts with email and other digital marketing platforms and how you can better engage them. It’s interesting to note that very few Gen Zers in our study report subscribing to newsletters from their favorite brands. Generation Z, also known as the iGeneration, Centennials or Zoomers, consists of everyone born after the late 90s—though there’s no official date, a common cut-off point is 1997. 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