02 Feb Target Audience Catering: Generation Z
Depending on your product or service, the age of your target audience may be a single generation or it may span decades. For those for whom it’s applicable, focuses on Gen Z – the group younger than Millennials – is crucial. They are the up-and-coming demographic, after all, and not making at least some moves to market to them means missing out on what is essentially the future of your customer base.
How Can You Connect with This Demographic?
“Although there isn’t an exact date range, it typically refers to anyone born after the mid to late 1990s.” If you do the math, then you’ll quickly realize why this is such an important group: they are approaching college graduation, at the very least, and are therefore the fresh blood in the workforce. So, how do you begin marketing to this group in a way that will get their attention?
The first thing that you have to explore is the difference between your target audience – Generation Z – and one that has been in the limelight for a while now: Millennials. You’ve likely developed some strategies for appealing to the latter, but you have to make sure that you’re making the right moves to reach out to Gen Z. The same tactics aren’t likely to work, considering the difference in age. As an example, Gen Z received their first smart phones, generally, around ages 12-13, whereas Millennials got them between 16-20. This makes a huge difference because it means that a mobile-first approach is more important than ever (and it was already very important before).
Since they have grown up alongside their phones, they’ll be interacting with those devices almost constantly. Not only do websites have to look nice and function well on mobile, but they also have to capture the attention of a group with a notoriously-small attention span. If your site or e-mail doesn’t grab at them from their first look, then you may lose them forever.
Use “Disappearing Content” to Reach This Target Audience
Something else that you could utilize to reach this demographic is the concept of influencer marketing. A big part of the lives of these teenagers is Youtube (and similar sites) and the creators there whose regular content fills Gen Z’s lives. You may not be able to put out a regular series that connects with these teens, but you could find other ways to manipulate the concept of influencer marketing in order to form similar connections. For example, “your company may want to consider working with more micro-influencers on social media to promote your brand.” If you can get an influential person on your side who this generation “trusts,” then you’ll be able to reap similar benefits.
Have you tried out Snapchat yet? If not, then you have to start. If Generation Z is at all your target audience (and it should be, at least in part), then you have to establish some kind of Snapchat presence. Nearly 3/4 of this group go on the app every day, and more than half open the app over ten times a day. Clearly, those are the kinds of statistics that you can’t afford to ignore. Some of the biggest companies in the country (and the world) have long since established a presence on this platform, which means that others have no excuse. Even if you aren’t sure where to start, there are dozens of guides on how to successfully adapt your company or business for Snapchat. At the very least, “seeing your company’s logo could be enough to remind them of your brand,” and/or you could use paid advertising to get in front of them.
If you need some help to help identify and cater to your target audience, then get in touch with Eyler Creative. We will work with you to develop and execute a marketing strategy tailored specifically to your business’s needs.
We are a digital creative agency in Baltimore, Maryland with an excellent team of marketing managers, creative designers, developers and programmers all working together with one common mission – to deliver the absolute best client experience and solutions to reach your goals. We’d love to work with you on your next project.