The Gen Z Frontier: Digital Marketing for Digital Natives

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Born roughly from the mid-1990’s through the mid-2000’s, Generation Zers are the first true digital natives. They’ve grown up in a world filled with computers, mobile phones and online video.

Raised in an era where so much of their lives are visible online, they understand the impacts of their digital presence on their reputations and job prospects – as a result, they carefully curate their online identities.

Standing 60 million strong, Gen Z’s influence and purchasing power is growing. According to Fast Company statistics, Gen Z will account for 40 percent of all consumers by 2020. According to a study by sparks & honey, they represent $44 billion in annual purchasing power in the U.S. Impressive, right?

With Gen Z’s size and influence, marketers need to know how to tailor their strategies to this audience. Here are four ways to help your digital marketing efforts resonate with Gen Z:

  1. Leverage multiple channels: These tech-savvy, connected individuals are using multiple channels and devices to interact with companies. Lead with social media and video strategies that are optimized for mobile. Reinforce these messages through your website and email marketing strategies.
  2. Make it mobile: Gen Zers literally don’t know a world without mobile phones. Digital marketing strategies must seamlessly incorporate and be optimized for mobile. Think shorter videos, less text, and compelling (correctly sized) images.
  3. Show your values: Gen Z is socially minded and wants to see that companies are making a positive difference in the world. Tell them about your values and how you’re giving back.  
  4. Use the eight-second rule: Accustomed to being constantly inundated with information, this generation appreciates communication that cuts through the noise. Capture their attention with direct, concise messages tailored to them, and say it in eight seconds or less. 

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