marketing to generation z
DESCRIPTION
Graeme Wright, Director of Strategy at Havas People, looks at how to market to Generation Z.TRANSCRIPT
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Marketing to Generation Z
Graeme WrightDirector of Strategy, Havas People
@Grey101
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Our definition:
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Generation Gen Y Gen Z
Born 1982 – 1995 1996 onwards
Current age 19 to 32 Up to 18
AKA Millennials
(NB. Millennials sometimes refers to Gen Y and Gen Z)
Post-MillennialsDigital NativesiGenerationGen Next
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Gen Y and Z born into different worlds
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What’s new for Gen Z?• Post-communist and increasingly
liberal societies
• Global terrorism, financial crisis and climate change
• Multi-generational households and new parenting styles
• Web 2.0 and mobile technology
• Reality TV and talent shows
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Generation Z – some firsts
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It’s the first global generation
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https://www.youtube.com/watch?v=qypKjzUOhBM
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The first ‘caring generation’ ad
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https://www.youtube.com/watch?v=uaWA2GbcnJU
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The first Branded generation
• Nearly half of all young respondents characterise brands as “essential” to them
• 60% of young respondents consider brands to be “an important part of the creative content online.”
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“Young people want to be able to rely on brands to make their lives better and to help them stand out from the crowd. It’s a relationship built on mutual interests and trust.”
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The first Diverse generation
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https://www.youtube.com/watch?v=cBC-pRFt9OM#t=92
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Source: JWT
The first Digital generation
Over half of 16-22 year olds surveyed would rather give up their sense of smell than an essential tech item
@Grey101
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The first visual generation (The YouTube generation)
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The worried generation – first generation worse off than their parents
58% describe themselves as very or somewhat worried. About what?
Source: JWT
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Marketing to Generation Z
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Grab their attention
@Grey101
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Snackable content
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Making your snackable content visual
• Photos or images with text overlays
• Mini graphs, tables or charts• Snack-o-graphics
(or mini infographics).
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Make visual platforms key channels
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Social media is not all the same
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Natural affinity with ‘short-term’ messaging platforms – Snapchat, Whisper, Secret
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Look at tie ins with Vloggers
5,600,000 followers!
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Remember your audience has an audience
The top two reasons for contributing are that doing so is entertaining and fun (70%) and that they like to learn new things (64%).
@Grey101
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Think viral (easier said than done)
https://www.youtube.com/watch?v=pyV57QlGUGI
@Grey101
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Think about natural diversity
@Grey101
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Speed up communications (physically and culturally)
• Look at live streaming media e.g. FaceTime, Skype and bigger live streamers such as Twitch and Ustream to share video content
• Put more emphasis on speed of communication
• Look to connect marketing with current trends and events
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Remember, they will research you
@Grey101
- Talk to them as adults- Make everything
searchable- Make sure
communications are honest
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Maintain the human element
@Grey101
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Marketing to Generation Z: What you need to consider
• The 8-second consumer (attention span 12 seconds in 2000); 32% abandon a site between one and five seconds
• Think ‘snackable’ and visual• Not passive recipients of brand messages – among those who
contribute to websites, 60% like to share their knowledge with others and 55% say they like to share their opinion with others
• Adept researchers – they will check everything• They are self-branders • Human connections more important than ever
@Grey101
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Anyone doing it well?
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http://vimeo.com/99549248
@Grey101
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