The Appropriate Marketing Language to Capture the Youth in the Market
Millennials make up a significant portion of the population. We then see the Generation Z members contributing another large segment to the overall population. The combination of those segments makes up about half of the total population we have. As a business entity, more so the marketing department, this number is one you cannot afford to ignore.
An assessment of those two groups reveals certain unique characteristic among them; they are conversant with and dependent on technology, motivated by meaning, prioritize career flexibility, and are more willing to try out entrepreneurship. Here is a roadmap to take when marketing to Gen Z and the millennials.
These groups tend to chase great experiences. The previous generation were more into the functionality of a product or service. Your marketing language to the younger generations has to focus on the experience, not the products and services delivering those experiences. You therefore need to show them what impact your products and services bring to their lifestyle.
Online marketing will be our preferred marketing approach. They are generations that have grown up using the intent and smart devices all the time. None of them is ever really offline. It, therefore, makes sense to try and market to them where you are certain they will be found. Social media platforms should replace all your print and traditional media marketing platforms.
You also need to tell them what your brand is about. In their quest for meaning, they will not buy a product simply because it works. They want to know if the vision and mission of the brand behind the product is one they can concur with. Your the brand, therefore, needs to address some of the major concerns they have and value. They, for example, worry over things like global warming and climate change. If you are a business that sells eco-friendly products, you will find them more interested in those products.
You need to then think along the lines of gamification marketing. The marketing approach includes the use of gaming techniques like ranking lists, competition, and scoring systems. A good example is when you sell fitness devices. You can initiate competitions all over the country in which customers attempt to outrun each other. They will see in action how effective the devices are in the collection and sharing of their data. You end up with a lot of attention focused on the products, and buyers ready to spend on them.
You will face some unique situations when marketing to Gen Z and millennials. They come with some special and ever-changing tastes and preferences. By following what this guide has to say, you will find it easier to sell to a large part of that population.
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