Gen Z, the generation of teens following Millennials are the next target of marketers, according to Ashley Rodriguez, writing for Advertising Age.
Members of Gen Z have their own unique set of characteristics:
-Practical and value conscious.
-Seek best quality at the right price.
-Risk takers who thrive on discovering something new and different.
-Creative and entrepreneurial.
-Want to be unique and not blend in.
-Consider technology as a given since they were raised with it.
-Utilize the vast amount of available information.
-They’re loyal once they find a brand, product or service that they like.
-Have great potential as brand ambassadors.
-Use social media to instantly share both good and bad experiences with a brand.
-Focus on a rental, rather than ownership model, such as cars and formal dresses.
-Drawn to nostalgia.
Marketers seeking to appeal to this target should consider:
-Using emerging marketing platforms, such as Periscope.
-Building campaigns around cultural moments.
-Providing innovation in retail including pop-up stores and e-commerce sites built for smartphones.
-Shortening production cycles for manufactured goods.
-Developing innovative merchandising.
-Replacing social media campaigns with inspirational and engaging content marketing.
Success will require marketers to target their campaigns, messages, media, and merchandising to appeal to members of Gen Z. It will be critical to respond quickly to this fast-moving generation. Brands responding to this generation include Taco Bell, Target, Forever 21, H&M, and AwesomenessTV.
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