Strategic Marketing Insights for Engaging Generation Z- Effective Digital Approaches
Marketers targeting Generation Z are supposed to tailor their marketing content to suit a tech-savvy generation. It should be noted that the same content messaging used on millennials cannot work well for Generation Z. This is because Generation Z has grown up surrounded by technology. Some digital marketing approaches that can do well with generation Z are Instagram and TikTok (Keywworth, 2021). It is estimated that 45% of generation Z use Instagram to find new products, and 41% of them use TikTok. Therefore, to easily reach this age group, marketers should create Ads that can be used on Instagram and TikTok. One unique thing about generation Z is that they are used to being online, and thus, any advert targeting online users will reach them well.
How to Best Reach This Generation
Some of the most preferred social media platforms preferred by generation Z are Snapchat, TikTok, YouTube, Instagram, Twitter, and Facebook. It has been found that snapshot tops all other social media platforms, with about 100% of generation Z using it (Keywworth, 2021). TikTok follows with 91% and YouTube. Therefore, marketers targeting generation Z should think of using the top three social media platforms to reach this age group. The social media that are popular among generation Z have some form of entertainment that helps relieve the stress that these young people may be having.
In modern marketing, bloggers and influencers have become important stakeholders to marketers, especially when targeting young generations like generation Z. The bloggers and the influencers can help share specific targeted messaging to fuel the growth of the brand community (Lekkas, 2020). Influencers could be experts in specific areas or even celebrities. Bloggers are regarded as individuals who have vast experience and thus, have extensive knowledge in a particular field due to systematic research. Thus, generation Z trusts the bloggers’ opinions and the influencers’ views. Moreover, bloggers and influencers help create a space where generation Z can interact and discuss the advertised product or service (Lekkas, 2020). For example, when a blogger writes a blog, there is space down there to comment. People comment and air out their views about what the blogger has written.
Online advertisements do not work well with generation Z because the marketers have not found better ways to present their Ads. In most cases, marketers use popping Ads on the screens. This kind of advertisement is annoying to generation Z; in fact, more than half of Generation Z use Ad-blocking software to avoid disturbances (Unidays, 2021). Also, 82% of Generation Z admit that they always skip Ads whence they come in between a video they are watching. This implies that popping Ads or integrating Ads into YouTube videos could not be the best way to reach this generation.
Traditional Methods of Marketing
Movies and music are some of the traditional forms of advertisement. These forms of advertisement still excite generation Z in that when Ads are placed in the context of music and movies, they reach this generation easily. About 39% of generation Z admit that music makes them more positive about advertisements (Unidays, 2021). When Ads are included in the movie, about 38% say they listen and get responsive to the Ads. Therefore, music and movies are the best forms of traditional marketing that can use by marketers to reach the generation (Taylor, 2020). The park can use these two forms of traditional marketing through the television and films theatres. While advertising the park’s services, the marketers can use televisions and thus include music in the adverts. In the film theatres, marketers can insert Ads in the films so that the audience can see and hear the advert in the middle of the movie.
The pros of using television are that one can hear the music and at the same time see what is being advertised on the screen. The television’s limitation is that generation Z does not like watching television rather than steaming online videos. The pros of the radio are that it reaches many audiences. However, its limitation is that the marketers cannot visually demonstrate what is advertised.
References
Keywworth, P. (2021). Marketing to Gen Z. https://www.hallaminternet.com/marketing-to-generation-
Lekkas, J. (2020). Gen Z Marketing: How Influencers Can Help Brands Reach A New Generation of Consumers. https://www.wpromote.com/blog/content-marketing/gen-z-marketing
Taylor, R. (2020). How Gen Z and Millennial Watch Video Content & What That Means for Production Teams. Retrieved from https://www.rev.com/blog/how-gen-z-and-millennials-consume-video-content-what-that-means-for-production-teams
Unidays. (2021). Advertising to Gen Z: How Marketers Can Avoid Being Disruptive. https://www.genzinsights.com/the-rise-of-affinity-networks-why-marketers-need-to-engage-gen-zers-with-non-disruptive-ads.-
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Question 
Overview
Millennials (born between 1981 and 1996) and Generation Z (born between 1997 and 2015) are the two target audience groups that are important for businesses in the entertainment category.
Strategic Marketing Insights for Engaging Generation Z- Effective Digital Approaches
As a regional marketing director of the theme park, you are aware that more than 70% of your target audience falls into the Generation Z category. Understanding their needs, mindsets, perceptions, and preferred methods of communication is essential for your business and your marketing strategy.
Considering these points, you will draft a recommendation report that will help the chief marketing officer (CMO) and the other marketing directors understand the importance of these major stakeholders in the marketing strategy for park reopening. Your recommendation report should also include the correct marketing strategies to engage Generation Z.
Prompt
Draft a report for the CMO in the scenario and recommend marketing strategies to engage Generation Z, or the “I-Generation.” Specifically, you must address the following criteria:
What is unique about Generation Z in terms of marketing?
Identify two digital marketing approaches that work best for this generation.
- How do you best reach this generation with your message focusing on the brand image?
- Identify two social media platforms preferred by Generation Z. Give examples and reasons.
- What is the role of bloggers or other influencers in connecting with Generation Z? Describe and provide examples.
- Do online advertisements work with this generation? Explain.
- Describe the role of traditional methods of marketing with Generation Z.
- Which forms of traditional media can work best in influencing Generation Z?
- How will the park use these forms of traditional media in its plan?
- Consider outdoor, promotional, and guerilla marketing.
- Describe the pros and cons of using TV and radio.