The Appropriate Marketing Language to Capture the Youth in the Market
A significant portion of the population is comprised of millennials. We then see the Generation Z members contributing another large segment to the overall population. Their combined contribution to the overall population is about half the total. As a business entity, more so the marketing department, this number is one you cannot afford to ignore.
When you look at both segments of the population, you find they share some unique traits; 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 care about the experience in the event. 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. There is a need to show them what impact and influence the experience of using your products and services will give them.
You need to focus more on online marketing. One distinguishing characteristic of those groups is their lives have been filled with the internet and smart devices. None of them is ever really offline. If you need to reach them; your efforts need to be more focused on online channels. Social media platforms will replace all your print and traditional media options.
They are also interested in finding out what your brand is all about. You cannot expect them to buy a product on the basis that it works. They will buy it because the vision and mission of the brand also resonates with them. You, therefore, need to develop your brand with such concerns well defined, and in line with what the youth value. They normally show concern for 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.
There is a need to use gamification marketing. It is a marketing strategy in which you use gaming techniques such as ranking lists, competition, and scoring systems. You can see this when you are presenting fitness gadgets. You can initiate competitions all over the country in which customers attempt to outrun each other. There will be the use of the connected devices, and the sharing of their data already has them appreciating your products. The overall effect will be one of increased attention on the products, and an established curiosity enough for them to buy.
You will face some unique situations when marketing to Gen Z and millennials. They have the most diverse and dynamic tastes and preferences. But when you apply the tips shared on this guide, your chances of capturing a sizable share of that population increases.
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