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. 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.
That combination of youth in the overall population shares some special characteristics; 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 older generation tended to be more convinced by 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.
Online marketing will be our preferred marketing approach. They are generations that have grown up using the intent and smart devices all the time. They are not familiar with spending time offline. If you need to reach them; your efforts need to be more focused on online channels. Social media platforms should replace all your print and traditional media marketing platforms.
They are also interested in finding out what your brand is all about. In their quest for meaning, they will not buy a product simply because it works. They will buy it because the vision and mission of the brand also resonates with them. 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. By selling eco-friendly products, they will become more interested in your brand.
You need to then think along the lines of 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 introduce competitions in various spots in the country were the customers will try and outrun each other. They will see in action how effective the devices are in the collection and sharing of their data. 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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