Utah DMC Presents: The New Rules of Marketing - February 20, 2019

DARIN BERNTSONAKA “DOC” 
PRESIDENT OF THE BOARD  
UTAH DIGITAL MARKETING COLLECTIVE  
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TONIGHTS AGENDA
▸ Announcements
▸ Michael Salamon
▸ Sarah Weise
▸ Q&A w/ Both Presenters
▸ Giveaway
 
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THE SUMMIT GROUP, SLC
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‣ PPC/SEM work for exciting national brands in a dynamic agency
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BIG LEAP, LEHI
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LOSOMO INC. BOA RATON FL
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‣ escoutah.com
 
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MICHAEL SALAMON
STEP 3: TRAIL ASSESSMENT AND
CONDITION SURVEYS (TRACS)
PARTNER  
LOUSY, LTD 
DENVER, COLORADO
TONIGHTS 1ST PRESENTER:
 
#UTAHDMC

Hi. I’m
Michael Salamon.
I like stuff and things and junk and whatever.
@michaelsalamon @wearelousy
l
michaelsalamon
i
michael@wearelousy.com
m
wearelousy.com

Thank you and be my friend on the internet!
@michaelsalamon
michael@wearelousy.com
@wearelousy
All images copyright of their respective holders. The entire lot has been stolen from the web and should not be implied as created work.
If it’s your awesome work let me know and I’ll be happy to credit you or remove it.

READY FOR OUR
SECOND PRESENTER?  
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SARAH WEISE
THE NEW RULES OF
MARKETING FOR GEN Z
PARTNER  
BRILLIANT EXPERIENCE 
WASHINGTON, D.C.
TONIGHTS 2ND PRESENTER:
 
#UTAHDMC

85
DON’T KNOW THIS
ABOUT GENERATION Z?
YOU’LL BE OUT OF
BUSINESS BEFORE YOU
CAN SAY ‘IG’.
INSTABRAIN
Sarah Weise
@weisesarah
linkedin.com/in/sarahweise/

What do these brands have in common?

90
Companies who don’t understand how future
customers think, find information, transact,
and communicate wind up as relics.
@weisesarah #InstaBrain

91
Today we are designing experiences
for tomorrow’s customers.

92
LONG 
STORY 
SHORT.
My company has been conducting Gen Z and Millennial
studies for some of the biggest, baddest brands out there.
Over the past year we’ve conducted surveys, mobile diary
studies, video diaries, one-on-one interviews,
ethnographic research, intercept interviews, and focus
groups. Today we share with you the top trends we’ve
discovered along the way—and what you need to know to
survive and thrive, given this new wave of customers.
YOUTH RESEARCH IS OUR JAM

93
How confident are
you in your personas?
You develop marketing strategies, craft content,
pay for advertising, add features, and even build
products and services based on these personas.
They better be right!
98%
OF TEENS OWN A
SMART PHONE
51%
WORLD POPULATION
IS UNDER 25
85%
FIND NEW PRODUCTS
VIA SOCIAL MEDIA

94
LARGEST
GENERATION
GEN Z IS ON TRACK TO BECOME
THE LARGEST GENERATION BY 2020.
$143B
BUYING POWER OF  
13-25 YEAR OLDS

(imagine what this will be once
they have jobs!)
Your past research
no longer applies.
Your future customers have never known a world
without search, social, and smart phones—and
they’re influencing just about every generation and
every industry. 
 
B2B folks: pay attention! This generation will
influence your marketing strategy as well. They will
be your buyers and your sellers and your partners.
You have to understand this generation to keep
doing business in the future. And their mindsets,
thought processes, negotiation strategy is a whole
lot different, even from kids a few years older.
93%
OF PARENTS TODAY SAY THEIR
TEEN CHILDREN INFLUENCE
THEIR SPENDING.

95
Gen Z and Millennials
do not consume the
same content.
Generational changes make for vastly different
behavioral patterns. While both Millennials and
Gen Z are digital natives, they do not consume
the same types of content. Here are a few
generational traits that drive the way these
different generations experience and interact in
the world.
THE ABOUT
SHIFT IN PARENTING =
INDEPENDENT TEENS
HUNGRY FOR WORK,
EXPECT DIVERSITY
MORE MULTITASKING,
SHRINKING ATTENTION
• Shift from Helicopter Parenting to Tech Parenting

• Helicopter parents kept Millennials tethered to them

• Tech parents taught Gen Z how to find information,
and warned/terrified them about the risks
• Unlike Millennials raised in a boom, Gen Z was born after
9/11 and has been raised in times of war and recession

• Gen Z is hungry for work. 61% want to start their own
business; highly respect paid YouTubers

• Gen Z won’t remember a time before a black president,
legalized gay marriage, female presidential candidates
and thus has a different perception of social justice.
• Millennials: 12-second attention span

• Millennials: Juggle 3 screens at once

• Gen Z: 8-second attention span

• Gen Z: Juggle 5 screens at once

96
8 key trends that matter.
SNAP JUDGEMENTS
02
CONTENT CURATORS
01
INSPIRATION FROM FEEDS
03
TIME OBSESSION
06
PURCHASE POWER
08
CRAVE AUTHENTICITY
04
NATURAL AGGREGATORS
05
MONEY MINDSET
07

97
Specific & discerning
content curators.
01
IF GEN Y = OVERSHARING, GEN Z = PAINSTAKING CURATION
Teens see their accounts as their personal brand, and curate different
content on different accounts. 55% manage at least 2 Insta accounts!
GEN Z IS CLEAR ON WHERE TO POST (AND LOOK FOR) CONTENT
Gen Z is able to clearly articulate the distinction between when to use
each social app, where to post (and look for) different types of content.
DISCERNING ABOUT DEVICES & APP ORGANIZATION TOO!
Oh the green bubble! 84% of teens have iPhones, and Android users are
social pariahs in the this generation’s version of mean girls. App layout is
equally important. Popular now: minimal apps on the home screen and
dock; color coding; emojis to label folders; YouTube organization tutorials.

98
Snap judgement,
then deep dive.
SHRINKING ATTENTION SPANS MAKE FOR DECISIVE, SNAP JUDGEMENTS.
Attention spans have shrunk from 12 to 8 seconds between Gen Y and Z. Yet the
moment a Gen Z-er decides they are interested in a story or a person, they dive
deeply into it, searching for every shred of information they can find.

INTERESTS QUICKLY TURN TO OBSESSIONS
Gen Z looks in every social media outlet and app they can to find information on a
specific interest or person. They are constantly looking for exclusive information.
The harder it is to find, the greater the gratification.

MINI-STALKERS WANT TO FIND EVERYTHING
Both Gen Z and Millennials want to know everything about the people they follow,
whether niche musician or YouTube celebrity. They crave the behind-the-scenes
story, and want to know authentic and personal insights into their lives. They expect
photos, stories, trips, fashion—at all hours of the day. Instagram provides the slice-
of-life they crave, but they use at least 2-3 other apps to find different types of info,
for fear of missing out. #FOMO

02

99
How curated is your IG or FB?  
Can people tell what you’re about in 8 seconds?
YES! TWEET THIS.  

100
Once your brand is noticed, you must have
enough content in enough different places
to make the scavenger hunt real.

101
Inspiration comes in
personalized feeds.
SCROLLING IS INSPIRING
In nearly any instance, Gen Y and Z expect
deeply personalized recommendations.
They spend hours scrolling through feeds,
looking for something that catches the eye.
While it may appear mindless, it is actually
the primary way youth seek out inspiration.
03
BLURRING BETWEEN SOCIAL &
KNOWLEDGE-FINDING
Gen Y, Z relies on feeds to track anything.
When asked to find news, most Gen Z go
to a social app. Gen Y uses Google News
to scan headlines. More attention is on
local news (seems relevant/personalized).
DEEPLY PERSONAL, ON THEIR TERMS
Instagram’s personalization is not creepy.
“Instagram knows you because you let it
know you. It doesn’t follow you around like
a stalker. IYou teach it what you like by
following people.” -16 year old

WHAT SHOULD I WANT?
Millennial expert and Georgetown
Marketing Professor and former Dean Luc
Wathieu cites a shift in the question in
customers’ minds from “What do I want?”
to “What should I want?”

102
STEP ASIDE, HOLLYWOOD CELEBRITIES. GEN Z COULDN’T CARE
LESS ABOUT YOUR DRAMA.
Craving authenticity—
the real life story.
Unlike drama-seeking reality TV addicts, Gen Z wants to peer into the real,
authentic lives of the people they follow. They don’t want the drama, or not
knowing what’s real and what’s not. As a result, Gen Z follows more YouTubers and
Instagram celebs who obsessively post because this seems authentic, real. They
respect self-made and local celebrities because what they have is attainable.

HOW BIG NAMES CAN MAKE THEMSELVES SEEM WITHIN REACH
“[I follow] celebrities… if you wear cute clothes, if you do cool stuff, if you always are
posting about things that I can relate to. I’m not gonna follow a celebrity who’s
always in name brand stuff that I can’t afford or can’t get access to… I don’t really
watch their pages much versus a celebrity [iike] Cardi B. She wears Fashion Nova. I
know when I see something that she has on, I can go on Fashionnova.com and
literally buy the same thing she has on.”
04

103
Post even when it’s not great.  
Show personality. Be real.
Make sure your brand is within reach.

104
Go where your customers are.
Are they scrolling for hours on
Instagram? Watching video after
video of certain channels on
YouTube? Are they already
looking for specific content…
goat yoga, perhaps? Go there.

105
Here’s a company who successfully
went to where their customers are…

106
Natural aggregators
of information.
“My screenshot
gallery is ridiculous”
05
“I love, love, love
collecting bookmarks”
“I text myself links”
“I’m a tab hoarder”
“I paste text from
different sites into
the Notes app”
Teens are processing more info than before, at an unprecedented
rate. Collecting and organizing info has become second nature.
“I use Pinterest collections
for inspiration”

107
Obsessed with time,
schedules, time
management.
06
STAY UP LATE
Stay up later and get less sleep
than past generations or the same
age groups in other countries.
NEED A LIFE RAFT TO KEEP
TRACK OF EVERYTHING
Due dates and events are all
organized on different platforms.
CONSTANT ALARMS
The only thing that seems to work
is alarms. Many of them.
DELIGHT IN HACKS
Hacks are more than shortcuts.
They equate to cleverness,
resourcefulness.
Overscheduled? Overworked? Overwhelmed? Whatever the
root cause, Gen Y and Gen Z think about time. A lot. They stay
up late. They scheme. They spend lots of time looking for
time-saving hacks.

108
Organize your content into collections
(or allow co-creation of collections)  
and feature hacks.

109
Money mindset:
it just happens.
GEN Z MAKES UP 40% OF US CONSUMERS AND IS SET
TO BE THE MOST FINANCIALLY POWERFUL
GENERATION IN COMING YEARS.
07
As teens, Gen Z influence up to $830B per year in spending
in the US, 7% of total consumer spending. Average weekly
allowance is $16.90, equating to $44B in direct purchasing
power annually. Though other sources put this number
anywhere between $29B and $143B.
MONEY IS ELECTRONIC, INSTANT, AND EASY
I order a ride and it shows up. I order Uber Eats and it shows up.
Why would it be any different for money?
WHAT IS CASH TO YOU?
Small unplanned purchases
DON’T TRUST APPLE PAY
Fear accidental charges, losing phone
“Cash is for throw-away
stuff like food trucks or
Duncan Donuts.”
“I don’t trust Apple Pay.
I like that credit card in
my hand. I mean, what if
I lost my phone?”

110
How your future consumer
makes a purchase decision.
08
EXHAUSTIVE RESEARCH
Big purchases are exhaustively
researched, compared, and
personal reviews read.
COUPON CRAZE
Coupons are irresistible. Multiple
coupon apps on phones. Daily
emails and app alerts. “I need to
buy it now. I’ll be upset if I miss it.”

SHARING PURCHASES
Eagerly share potential purchases
with friends via social media, but
not actual purchases. Post-
purchase sharing is viewed as
bragging.
Burned by special taxes and fess
in the past (travel, phone plans),
They look for the “out-the-door”
price. Especially good for all-
inclusive travel destinations!
SHIPPING COST!?
Shipping costs are totally
unacceptable and deal
breakers.
MIDWEEK IMPULSES
More susceptible to impulse
buying midweek when alone,
because they don’t see their
significant other very much due to
work, commute, gym, etc.
EXPERIENCES > THINGS NOT TOO EASY
They like to sign the receipt.
Easy online purchases or Apple
Pay seem too easy. They worry
about making accidental
purchases, or not realizing how
much they are spending.

Experiences are more valuable
than things. They are necessary
to recharge from everyday
pressures. People work lots of
small odd jobs to pay for them.
WANT THE TRUE COST

111
Add friction at checkout (just a little).  
Make it less easy to make youth feel confident
about their purchase decisions.

Your future success depends
on your future customers.
Want more? Text UX to 66866
Sarah Weise
linkedin.com/in/sarahweise/

Utah DMC Presents: The New Rules of Marketing - February 20, 2019

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Utah DMC Presents: The New Rules of Marketing - February 20, 2019