10. Generation Z engage in eRelationships with
people they have never physically met!
eRelationships
11. We are Prism!
Entrepreneurial activities differ substantially depending on the type of
organization and creativity involved. Entrepreneurship ranges in scale
from solo, part-time projects to large-scale undertakings
12. Highly concerned about humanity’s
impact on the planet
…with ambitions to save the world
16. Operate from at least five screens
Compared to Generation Y, who use two
17. Multitask across multiple devices
TV, phone, laptop, desktop, tablet …plus wearable technology
S m a r t p h o n e L a p t o p T VD e s k t o pT a b l e t
18. Avid users of social media
Across multiple social channels
31. If you’re not real-time
you’re not relevant
Speed is currency!
R E P L Y E N G A G E R E P U T A T I O N
32. A joined-up approach is essential
Interact and engage with Gen Z across multiple platforms.
S O C I A L M E D I A P U B L I C I T Y S M A R T P H O N E D E S K T O P
33. Higher rankings & Long term results
Benefits of a joined-up approach
H I G H E R R A N K I N G L O N G T E R M R E S U L T S
34. S O C I A L T E X T
B L O G E M A I L
Engage & capture attention
Pulling people back to your website is essential
35.
36. Quick, simple and effective way to
reach a growing market of smartphone
addicts
Text Marketing
42. Who are you talking to, and why?
Understand your market before identifying your channels
43. Strategy!
Consider your overall goals and objectives before your start!
G O A L S &
O B J E C T I V E S
Set your goals and objectives
before embarking on any
marketing activity
G E T T O W O R K
Once the goals and objectives
have been agreed, get to work
on implementing them
S T I C K T O I T
Once you have started
something stick to it!
45. Google Analytics
Its FREE and gives you the ability to
track all visitors
01
Social Media
Measure social media success in terms
of likes, shares, re-tweets and click
through rates
02
Insights
Use heat map software or screen
recording software to understand
your audience
03
Measuring your success
Essential for your on-going marketing strategy
4.3
2.5
3.5
4.5
2.4
4.4
1.8
2.8
2 2
3
5
0.0
1.3
2.5
3.8
5.0
6.3
0 1 2 3 4 5
Understanding and engaging Generation Y and Generation Z” by Phillip Newson - Burnthebook
The video captured many of the characteristic of both these generations who are very similar
Gen Y (Millennials) were born 1981 - 1995, whilst Gen Z were born 1995 - 2009
If we direct marketing efforts towards capturing the attention of Gen Z, We will also capture Gen Y as they use many of the same channels. Understanding how to target this group will be essential to longer term business success
Generation Z were born mid-1995 to 2009, They have been connected from Birth. They have grown up with the internet. They have never known a time without laptops and smartphones. Hyper connected. Hyper local i.e. they know what is happening around them. They are the world’s first generation, to be constantly connected
By 2020 Generation Z will account for 40% of the global population
This is only going to rise with each birth
So understanding a bit more about them is crucial
Generation Z were born into social & economic instability. They have grown up with a different backdrop to previous generations. They are use to uncertainty i.e. terrorism, school shootings, seen parents lose jobs during recession, world recession. They have now been mollycoddled, and are adept to use the internet to find their own answers
Due to their backdrop they have built their own identity. They know how to self-educate themselves. They find information they need online (52% use Youtube or social media for research). They have a very practical approach to life. This type of education path makes Gen Z strive to be successful and want a career path
Generation Z are highly entrepreneurial with 72% wanting to start their own business. However they will not stick to one career path i.e. they change 10 times before their 30
eRelationships are prevalent within this generation. They connect and socialise online via eRelationships. They are comfortable forming bonds with people they have never physically met, across different borders and timezones
After Skyping each other for 8 years, Sarah and page created a special bond. When they final met up after 8 years it was emotional. It just shows that the internet can break down barriers, and bonds can form between people remotely. In circumstances like this you forget that SKYPE’s value proposition is based on NOT meeting! But without SKYPE these two girls would not have created such a special bond.
Gen Z is emerging as highly activistic and have ambitions to save the world. This is due to being raised in post 911 era when terrorism, and increasing extremes of poverty were norm. So you could call them do-gooders.
Generation Z are extremely brand agnostic, they have no loyalty to any particular brands so attracting their attention can be hard. Product quality is more important that loyalty. They prefer to test products before purchase whilst also listening to their peers
Generation Z spend a ton of time online. 41% of their time is spent on their computers or smartphones
Compare three different devises we can see that Generation Z spend the majority of time (15.4hrs a week) on their smartphones
Generation Z operate from at least five screen, compared to Generation Y that use two. This may also mean using more than one at a time!
They multitask across multiple devices i.e. TV, Phone, Laptop, desktop, table… plus wearable tech
Gen Z are avid social media users, they use multiple social channels to communicate
Using different social networks to communicate means they are hyper connected.
81% of Gen Z use social media, this makes Gen Z the largest socially connected generation ever!
18 year old student share how her generation uses Instagram and snapchat, but also her views on Facebook
But which channels do they use? You have also got to think more granular as they may not be that active on Facebook but very active on Facebook messaging (as they are two separate apps.
Meet Evie, she has something in common with generation Z
Similar to Evie, Generation Z has an attention span of 8 seconds
So how do we market to Generation Z, and how do we future proof our marketing.
Firstly you need to create an immersive brand experience, but what does this mean? It means you have to make sure you brand is consistent across all your channels. A key factor to this is having a fully responsive website. As its essential to effectively communicating to this market. We see mobile stats of 78% on some websites, and due to this revolution change in the market place we have a mobile first approach to everything we do.
Generation Z prefer to communicate via imager, video and emojis because it quicker to digest i.e. easier to consume than reading a paragraph of text. So when building you responsive website ensure your website is geared up for visual content is important. Replace complicated instructions or written content with video or paralaxed content.
Successful communication means talking to them in images, symbols and emojis. They replace text with emoticons and emojis, creating subtext so they can have conversations.
We all like a bit of chocolate, but snackable content relates to how you market to generation z. You need to think in bite sized content as its easier to digest, i.e. smaller blocks of text, snappy headlines. Reams of text will not cut it!. Think about combining short text with imagery and videos rather than reams of text
If you write too much you may see this TL;DR: Too Long; Didn’t Read
Generation Z use social media to communicate so gaining this real time data and acting on it immediately is key to success. Reply to a message or engaging in conversation needs to be fast, as your online reputation and brand image will be effected if you don’t act quickly. Speed is currency!
A joined up approach is essential to Interacting and engaging with Generation Z across multiple platforms.
There are many benefits of a joined-up approach. The more Social media activity around your website influences your ranking. If your higher in Google rankings you will see better long term results. Remember marketing is always about looking to the future
Engage and gain Generation Z’s attention using your social channels, blog or email marketing. Then once you have gained their attention pull them into your website, as this is where you will convert them into applicants or sales.
The most engaging device is the Smartphones are the predominant device for Gen Z. Their smartphones are an extension of their arm’s, and they manage every aspect of their lives through their phones.
Text marketing offers a quick, simple and effective way to communicate to a growing market of smartphone addicts, dont just think about traditional text marketing, think Facebook Messaging, Snapchat Stories, Whatsapp
Large budgets and traditional marketing wont work, you need to think different. Generation Z are not looking for the perfect advert or brand. They want to see and here stories from the creators of product
Think ambassadors, focus on influences are are able to target the group and know how to speak to them. Celebrities are not necessarily movie stars, but kids just like them who have a strong presence in social media platforms such as YouTube, Vine, Instagram and Twitter.
Burberry engaged in a new advertising campaign aimed at Gen Z. Burberry is a Long established and respected British apparel brand, with a core client base of 40 plus and Brooklyn Beckham is the son of David and Victoria Beckham famous for sport, fashion and music. Using Brooklyn Beckham as an influencer to generation z ( as he has built up a huge following on social media). This is not a statement to say Brooklyn is a hotshot photographer. Its a push to reach a new market. Its also a marketing stunt that successfully generated significant press coverage. If he can reach the target market who cares, but they need to be carful that they dont turn off their core client base.
So whats next, wearable technology (fashion meets tech) we need to be sure that we under stand the devices that Generation Z use and have been brought up with.
Generation Z don’t just use their technology they where it i.e. Google Glass, Apple Watch or using Spotify is the way of the future. etc. Wears will be key to communication moving forward.
So do we embrace change i.e. accept or don’t accept that tradition marketing is no longer effective
Who are you talking to? Why is this important?. If you don’t know your audience, you don’t know your channels, so you don’t know how to market to them
Set your goal and objectives before embarking on any marketing activity. Once the goals and objectives have been agreed, get to work on implementing them. Once you have started something stick to it!
Be realistic in what you can deliver. Whether you focus your efforts on a blog or a social media channel, don’t start something you cannot finish. Stop trying to be active on all platforms, focus on one at a time and master it. Tell story of Imy starting the electric guitar.
Measuring your success is essential for you on-going marketing strategy. Google Analytics is essential for all website. Measure social media success in terms of likes, shares, re-tweets and click through rates. Combined with more traditional data analysis such as Google Analytics. Get valuable Insights via third party software i.e. Heat Maps, Screen recording
Think Different Think GZ. The following presentation was put together for Au Pair in America 30th Birthday conference in Puerto Rico in May 2016 and we would like to say a special thanks to their support and inviting us to present. Burnthebook Limited is a digital design agency based in the UK who work with many brands across the globe. http://www.burnthebook.co.uk
